Sponsored feature: Kia aims for 50% UK sales growth by 2020

Kia Carens

Kia is aiming to achieve a 50% increase in UK sales by the end of the decade, in doing so moving into the top five most popular manufacturers in the country. 

Kia hopes to see UK sales increase 50% by the end of the decade, a target which would see it become on the top five car manufacturers in the country. It currently sits 12th, and seeks to break into a main group that includes Ford, Vauxhall, Volkswagen, Audi and BMW. The Korean company enjoyed a record first quarter on British shores, selling over 19,000 vehicles to achieve a 12% year-on-year increase. Its goal is to secure a greater portion of what is expected to remain an unchanged UK market for the Kia brand.

To do this, Kia is investing a great deal of money and energy in upgrading and adding to its range, and will soon come to the end of a six-year project to overhaul every one of its models with the release of new Carens later this year. The manufacturer has already upgraded its best sellers, the Picanto, Ceed and Sportage, while these have been joined by further revamped models such as the new Kia Rio, Optima and Venga.

Kia Provo concept 

Future plans

Since its arrival in the UK, Kia has cultivated a reputation as an affordable, reliable manufacturer, and if its forecast is correct then buyer opinion is set to be enhanced still further. Some models can be purchased for under £10,000, which goes a long way towards explaining its popularity. Kia has also added innovative new ideas like the new Provo unveiled at the recent Geneva Motor Show. Based on a scaled down Kia Rio, it has been described by chief designer Gregory Guillaume as “an emotional and muscular car aimed at delivering pure fun and performance for today’s city-based enthusiast driver”.

Part of its ongoing strategy is to change the image of the brand, from a plucky little guy taking on the big boys to a serious contender for new, loyal customers. Statistics show that only about a quarter of Kia customers return to the brand when purchasing their next vehicle, and this is something it is very keen to improve. To start with, last month a decree was issued to all 172 of its UK dealerships stating that they should either improve their existing showroom or relocate to a new one. Kia’s flagship centre is the striking ‘Red Cube’, but currently only three of these are set up in the UK.

The manufacturer believes improving the customer experience with grander surroundings is a key component in its battle to attract more buyers. So far, 100 of its UK centres have upgraded or moved, so there is still plenty left to do if they wish to achieve this aim.