Cerato will add to Kia's success

Kia is one of the big success stories of 2004, and its energetic efforts continue apace with the launch of the Cerato, its new medium family car range.

The Cerato is just the latest in an impressive product renaissance underway since Kia, now claiming to be Europe’s fastest growing brand, was taken over by fellow Korean Hyundai.

Aimed at the segment dominated by the Ford Focus and Toyota Corolla, the Cerato initially comes with a 1.6-litre petrol engine in both hatchback and saloon format. On the road, it bears a certain resemblance to the new Astra, if slightly larger, and the addition of a saloon version will undoubtedly help Irish sales.

The Cerato replaces two older models, the Shuma and the Mentor, neither of which distinguished themselves on Irish roads. The new car puts them to shame in many ways.

The 16-valve 1.6-litre 103bhp engine was surprisingly eager on the Wicklow hills and the ride was supple and comfortable. Interior trim is on a par with fellow Koreans, complete with the must-have 12-volt power outlets which feature strongly on Asian models these days. The cabin feels airy, with plenty of legroom and headroom for an average adult in the back.

The Irish version will comewith one trim level, including air-conditioning, dual front and side airbags and ABS. Traction control, or ESP is not on offer. At this end of the market, of course, it’s all about price. Kia does well with its new model, coming in below its fellow Korean Elantra, although it may suffer from not offering a smaller engine variant, such as a 1.3-litre.

Prices start at €18,995 for the hatchback, and €19,495 for the saloon. An automatic is due next month, at  €20,795. A new 100bhp 1.5-litre common-rail diesel version, giving 235 Nm of torque, will go on sale from November – prices to be confirmed.

Kia has recorded some stellar growth here in the past year, thanks partly to the proactive approach of the new importers, controlled by Kia Motors in Britain. Worldwide, Kia’s target is the youth market with funky designs, while Hyundai takes the more mainstream market.

One Kia spokesperson compared the long-term positioning of the brands to VW’s positioning of Seat against the German brand. That’s a while down the road, but for now the Cerato should keep Kia on the rise.