Fleet News

Kia renews remarketing deal with British Car Auctions

Kia Motors UK has awarded British Car Auctions a two-year solus contract renewal to deliver vehicle remarketing services.

Kia are working with BCA in utilising both physical and online remarketing channels to sell used Kia vehicles direct to the dealer network and approved non-franchised buyers, supported with a multi-point marketing programme. BCA will maximise buyer engagement across the Kia auction programme, integrating online and offline buyer marketing activity to drive both brand awareness and tactical promotion of the programme.

The renewed programme commenced with the first in a monthly programme of sales at BCA Measham on 15 January. The event attracted more than 50 Kia dealers and approved buyers with over 90 per cent of the cars sold for an average of 101.2 per cent of CAP Clean, with eight Optima's being offered and sold for 103 per cent of CAP Clean.

David McCluskey, national used vehicle sales and remarketing manager, Kia Motors UK Limited commented: "BCA offer an innovative and ‘joined-up' approach to remarketing, and are particularly in tune with Kia's brand values. BCA's online offering is impressive with the Live Online service delivering genuinely incremental buying power and this, together with the wide range of complementary services offered by BCA, was instrumental in the decision to renew our close working relationship for a further two years.

"With the continued demand for more economical motoring and the pressures on household budgets, the Kia range continues to generate massive interest among motorists and we are anticipating a steady growth in the volume of Kia cars being offered through this remarketing programme," added McCluskey.

BCA's general manager of corporate sales, Craig Purvey commented: "BCA are delighted to have retained the Kia business following a very competitive tender process. Our strategy for Kia is based on generating greater engagement from the dealer network and approved buyers, leading to increased demand for Kia inventory and higher residual values.

"The Kia proposition of delivering a high quality range of cars with the added peace of mind of a seven year warranty is very appealing to used car buyers and we look forward to building on the very successful partnership we have established over the past few years," added Purvey.

Click here for remarketing best practice and procurement insight

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