Fleet News

User-choosers key for Kia growth

Kia is targeting user-choosers as the core growth area in fleet.

According to UK managing director Michael Cole, the manufacturer has most success on open choice policies but is less successful on blue chip and restricted badge contracts.

“We are realistic on those accounts which are more of a challenge,” he said. “Also, the discounts you have to offer aren’t where we are putting our big focus.

“Our real focus is user-chooser. We have the right relationship with contract hire companies and next year will see the maturing of our business.”

With the launch of the Carens compact people carrier, the company will have new-generation models from the city car sector (Picanto) to SUV (Sportage).

"We will offer credible, modern product across the range and this is recognised by fleet buyers,” said Cole. “We are considered by more people; our brand image is very different from three years ago.”

Kia has appointed 20 corporate dealers and is looking for more to invest in specialist corporate staff and more demonstrator vehicles for fleet test drives. And it is recruiting for a fleet-dedicated service manager for the first time to strengthen its support.

Not all business is user-chooser - the Ceed and Ceed SW have found a place on job need fleets – but it’s clear that for Kia to meet its growth aspirations, the perk driver on an open policy is the core target.

“If we are on the choice list we don’t have a problem getting people to buy. There is no issue in corporate minds about the product,” said Cole.

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