New models to drive Kia growth

Kia is banking on seven new or facelifted models over the next 12 months to snare a five per cent share of the Australian new-vehicle market.

Speaking at the first in a series of new model launches this year, Kia Australia COO Tony Barlow said the Korean brand remained committed to increasing the 2.8 per cent share it achieved last year (up from 2.5 per cent in 2011) to five per cent in the mid-term.

“2013 is a really pivotal year for Kia in Australia – a year of consolidation and growth,” he said.

Kia sales spiked by more than 22 per cent less year to 30,758 sales (up from 25,128), but so far in 2013 are just 2.2 per cent up – less than half the overall industry’s growth of five per cent.

However, last year Kia promised to release 15 new or upgraded models by 2015 and the first of those this year – the redesigned Cerato small sedan, priced from a sharp $19,990 – was launched earlier this week as the first all-new Kia to arrive here since the Rio in 2011.

The Cerato four-door will compete in Australia’s largest single vehicle sales segment, although sedans accounted for about 91,000 small car sales last year – less than half of the 252,000 C-segment passenger cars that comprised almost a quarter of all vehicles purchased last year.

The new Cerato family will grow to include three models by the end of this year, including replacements for the Cerato hatch in July and the Cerato Koup, which made its global debut in New York two weeks ago, by late 2013.

While the Koup will be a relatively niche model for Kia, providing the ambitious Korean brand with more ‘halo effect’ than sales volume, Barlow said the volume-selling Cerato hatch will build on the model’s increased popularity last year.“Cerato has been pivotal in Kia’s development over the last five years,” he said.

“Second-generation Cerato finished 2012 as one of the best, major manufacturer performers in its segment in terms of year-to-date sales, with close to 40 per cent growth compared to 2011.”

Barlow said that like the new three-model Cerato line-up, subsequent new Kias will continue the brand’s quest to be perceived not just as affordable but desirable, and added that a five-year warranty and extensive local chassis tuning program would continue to be key points of differentiation for the brand.

Before the Cerato hatch arrives in July, Kia will next month launch its all-new Rondo compact seven-seat people-mover.

“Rondo will make driving a people-mover cool,” said Barlow.

Kia Australia’s first hot hatch and first turbocharged passenger car, Europe’s new Pro_cee’d GT, is confirmed for local release in the first quarter of next year, followed the facelifted Optima medium sedan.

Completing the rollout of new or facelifted models to arrive here within a year or so will be the redesigned Soul, which was also revealed atthe New York motor show and goes on sale here in the first half of 2014.

The rollout of Kia’s redesigned model range will be completed by the end of next year with the release of a long-overdue replacement for the eight-seat Carnival, Australia’s top-selling people-mover.

The next Carnival will not only mark the full renewal of Kia’s model range under the guidance of chief designer Peter Schreyer, but should also see the Hyundai-owned brand offer a full complement of five-star safety-rated models.

While all three new Cerato body styles are expected to improve on their predecessors’ four-star ANCAP crash rating, the next Carnival should also better the outgoing model’s four-star ANCAP score.

If the rash of recent concept car debuts – including the Cub, GT, Cross GT and Provo -- is any guide, Kia also looks set to expand its current model range in future.

What’s coming from Kia:
New Cerato sedan – April
New Rondo – Late May
New Cerato hatch – July
New Cerato Koup – November
All-new Pro_cee’d GT – Q1 2014
Facelifted Optima – Early 2014
New Soul – First half 2014
New Carnival – Late 2014

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