On the back of better-than-expected UK new registrations in 2012, South Korean brand Kia has begun 2013 with a raft of retail moves.
The brand’s 66,629 new units registered in 2012 was 24.27% up on the 2011 figure, yielding a 0.5ppt rise in market share to 3.26%.
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The top-selling models for the brand in the UK were the cee’d, with 15,380 new units; Sportage, 14,964; and Picanto, which sold more than 14,500 units.
Kia now predicts 70,000 sales in 2013 and aims soon afterwards to have new annual registrations in six figures. Paul Philpott, president and chief executive of Kia Motors (UK), said sales performances had matched targets "as we seek to build Kia into a 100,000-unit-a-year brand".
As such, the manufacturer plans to move to larger headquarters in Walton, Surrey in autumn, and open a 1.1 acre franchised dealer site in west London in 2014.
It is also backing customer satisfaction with brand products in a New Year marketing campaign, including the hosting of more than 3,000 "genuine, unfiltered, independently-verified owner reviews", according to the company, run in conjunction with third-party website Revoo.
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By GlobalDataOn finance, the manufacturer announced a 36-month PCP plan on the Kia at the start of the month, available with 4.9% APR and £250 manufacturer deposit contribution, with minimum monthly prices offered by dealers ranging from £140 to £159 and guaranteed future values of between £3,166.25 and £3,570.
This was followed in mid-January with the expansion of Kia’s Access PCP deals, including manufacturer discount offers on the Picanto, Rio hatchback, Venga, pro cee’d, and New Sorento.
The manufacturer has also extended its 4.9% PCP offer from Kia Access across its entire range, with a £1, 000 deposit contribution on the new cee’d and the new cee’d Sportwagon. It is also offering 4.9% finance across its range, with the Venga and Soul models also having a 0% finance option.
Finance in the UK for the manufacturer is operated through a joint venture between sister-brand Hyundai and Santander Consumer Finance.
richard.brown@timetric.com
