FIRSTDRIVE KIA CEE'D:The Korean marque has enjoyed a remarkable rise in recent years, but while this family hatchback looks the part, it fails to match its main rivals on the road, writes MICHAEL McALEER
IF YOU need any reminding of the surge in sales for the Korean brands, simply take a look at sales statistics from last year. In European markets that slumped by 5.8 per cent, many of the long-established brands recorded even worse drops. Ford fell 2.9 per cent, Toyota lost 8.1 per cent in sales, Fiat were down by 17.2 per cent, Honda by 20.1 per cent and Mazda dropped by 24.8 per cent. Of the big players VW was one of the few to record success, with a nine per cent rise.
In the same period Kia rose by 11.8 per cent. Those trends are continuig into the first quarter, and while it’s rising from a very small base, the company is on an upward sales trajectory. In an about-turn in fortunes the Korean sister-brands of Hyundai and Kia have cast aside the image of being cheap and cheerless A to B transport and can now justifiably challenge long-established brands.
Most will associate the rise of Kia to its seven-year warranty offer, which has captured the public’s attention and caught many rivals unawares. Amongst the firm’s European executives however, it was the Cee’d that initiated the reinvention of the brand.
“Internally we refer to the changes at Kia in Europe as BC and AC, meaning Before Cee’d and After Cee’d,” says Benny Oeyen, vice president of marketing for the firm’s European operations.
In the last 12 months the firm has launched four new models, all in the biggest volume segments of the market. First came the Rio supermini, then the Picanto city car. This month sees the new Optima family car – a rival for the likes of the Ford Mondeo and VW Passat – land in Irish showrooms. And now comes the Ceed.
As for the car itself, the look is far cleaner than the current model, less busy in its styling and with a remarkable resemblance to the Opel Astra in its side profile.
Given the car’s European focus it’s hardly surprising that its styling reflects the general lozenge shape of most family hatchbacks such as the Astra and Ford Focus. The other obvious comparison is with Hyundai’s i30, with which it shares many of its underpinnings, but the Cee’d is smarter and cleaner in its design than its fellow Korean.
The interior trim is impressive as well, with high quality plastics, although it depends on what trim level you get. The base model still has the mundane controls and design, but higher specification models will come with either a 4.3-inch or 7-inch digital touchscreen. There’s a decent boot, offering 380 litres while legroom has been increased.
Under the bonnet four engine variants will be offered in Ireland. There’s a 1.4-litre 100bhp petrol with emissions of 139g/km and two diesel engines, a 1.4-litre 90bhp with 105g/km emissions and a 1.6-litre with either 110bhp or 128bhp.
In terms of performance, the engines are impressive, particularly the 1.6-litre 128bhp diesel. All the diesels fall into the lowest tax band, while the addition of the firm’s Eco Dynamic pack means that emissions on even this powerful diesel can be pulled back to an impressive 97g/km.
For all these merits, it’s on the road that the Cee’d fails to stand out. The ride is simply not as astute as the likes of the Focus and neither is the handling. There’s a “flex steering” system that lets you adjust the steeering weight, but even in sport mode is still feels rather flimsy. And in reality, I’ve never heard anyone complain that the steering on a Cee’d was ever too heavy. It’s a gimmick to solve an issue that in reality no one had with the car.
The Cee’d is certainly worth a test drive, particularly if your priorities range from styling to smart interior features and family functionality in terms of space. For a majority of buyers we suspect that handling and performance is a secondary concern.
The biggest issue for the Cee’d is still likely to be that in trying to stay in step with the favoured trends of the mainstream rivals, it risks getting lost in the crowd. While family hatchbacks are the favourite format of Irish buyers it’s also cut-throat in terms of competition. As of the end of last year there were 39 different models vying for attention.
To stand out from the crowd and against rivals like the VW Golf and Ford Focus, you really need something special. The Cee’d is right up with them in terms of styling and interior, but on the road it doesn’t meet their standards. The seven-year warranty is a star marketing turn, but in the near future the brand needs to come up with another eyecatching offer – perhaps from an engineering point of view – to really stand out from the crowd.
Factfile
ENGINES There's a 1.4-litre 100bhp petrol with emissions of 139g/km and two diesel engines, a 1.4-litre 90bhp with 105g/km emissions and a 1.6-litre with either 110bhp or 128bhp.
FEATURES Specification varies widely depending on the trim level you choose. It starts with a regular CD/radio but higher specification will also offer digital touchscreens, lane-keeping assist; cruise control; air-con; electric parking brake; heated steering wheel; and smart parking-assist system.
ARRIVING On sale in Ireland in May
PRICES Unconfirmed but likely to start below €18,000