8 February 2011
In a market full of turmoil, uncertainty and downturn, Kia is bucking the negative trend and making big in-roads into the New Zealand new car market.
Timing can be everything and opportunity knocks for those who have the right product at the right time. In times such as these, buyers are looking for value for money more than ever, a commodity which Kia undoubtedly offers.
Kia has had market representation in New Zealand for a number of years. Like its Japanese counterparts did three decades or more ago, the Korean manufacturer has taken a little while to gain acceptance and build a customer base. But it's starting to happen for Kia and things are looking up.
The new Kia Cerato could very well be the car to take Kia to new heights.
It is a handsome car which Kia believes will leave other small-medium sedans in its dust. This may sound arrogant for a traditionally marginal player, but with high levels of equipment, striking good looks and pricing that is thousands of dollars below key competitors, they just might be onto something.
The Cerato is the first new Kia to introduce new styling that will be adopted across the board, known as the Schreyer Line, named after Peter Schreyer, the German designer who came from VW/Audi to head up the design team at Kia.
It's based on his philosophy of the simplicity of a straight line and refers to the sharp, sculptured line which Schreyer explains as making the car look as if it is moving even when it is standing still.
Schreyer says that for too long, cars in this segment have been too conservative and his task was to create designs for Kia which raise the bar. In addition to creating a body shape which has a sleek, modern look, he has created a car which has an extremely low drag co-efficient figure of just 0.29.
Standard equipment levels are among the best in class.
To keep things simple, Kia is offering just two models, the entry level LX and up-spec SX.
The Cerato has six airbags, ESP stability control, ABS braking and Traction Control. Entertainment is provided for via a 6 speaker system with MP3, iPod and USB connectivity.
Both models are powered by the same 2 litre 116kW petrol engine producing an impressive 194Nm of torque at 4,300rpm. Thats 15% more power and 7% more torque than the previous Cerato.
A brand new suspension arrangement features a subframe with MacPherson struts up front and a coupled torsion beam arrangement in the rear. Handling is predictable and well balanced for a car in this class.
The LX comes with fabric seating materials, air conditioning, 16" alloys including the spare and power/heated door mirrors, all for $28,990.
Upgrade to the SX and you'll get full leather interior, including steering wheel and gear knob, trip computer, automatic climate air, 6 disc CD changer, cruise control, rear park assist, front for lights, electro-chromatic rear view mirror and 17" alloys including spare. A very high level of equipment for $33,990.
The Cerato has the general look and feel of a car several thousand dollars more than the price suggests.
Interior space is impressive. Leg room and comfort levels punch well above their weight and thanks to the compact rear suspension arrangement the boot is one of the biggest in its class. Panel fit and finish is superb and noise levels are in keeping with anything else in this sector.
There are few gripes, and certainly nothing serious. The 4 speed auto is left a little wanting at times on open road hill country, and a 5th speed would be welcome. While Kia have lifted their game enormously in the areas of quality and finish, the continued use of hard plastics, particularly on interior door trims lets down an otherwise quality feeling interior, and some of the switchgear has a budget feel about it.
But overall, the Cerato is an attractive package. It drives well, it is loaded with gear and is visually appealing. Anyone in the market for a compact sedan should include the Cerato in their consideration set.