A Kia you can boast about is how the South Korean car company would like people to see the new 3-door pro_cee'd.
People may also see it as the most complicated car name on the road, but the important thing for Kia UK is that it sheds its cheap and cheerful image. Managing director Paul Philpott said that Kia's image is currently being turned on its head. He wants to change the perception of the brand from cheap and cheerful to design-led and desirable.
Philpott added: "Our new products will no longer fit into that simple cheap, reliable image they are much more than that. The Chinese are coming and the Indians will probably follow, Cheap and cheerful can no longer be our USP."
Speaking at the launch of the new, European-built 3-door pro_cee'd in Istanbul, Philpott said: "We have changed our marketing philosophy from supply push to demand pull and moved our reliance on fleet business to retail growth.
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