The all new kia Ceed

If you're a senior manager for a European car maker then it might be best to look away now. Go and find something else to read - something that won't fill you with fear, dread and the urge to break down in racking sobs.

Because Kia, long since Korea's second car maker after Hyundai, has sized up the European market and decided to do whatever it takes to conquer it. To that end it's built a new car factory in Slovakia and hired some of Europe's best designers and engineers to help with the development of an all-new car: one that can take the fight to Europe's own manufacturers on near-equal terms.


Back in Korea, pretty much all that Kia HQ has had to do is keep signing the cheques. And why such a completely different, Europe-only model? Because Kia's own boffins have concluded, after extensive research, that Asian and European buyers are programmed differently, right down to the frequency of sounds we prefer. So meet the all-new, and almost entirely European, Kia Ceed.

Sorry, that should be the Cee'd: Kia having fallen into the age-old trap of trying to snazz up a model name with inappropriate punctuation. But we're not falling for it, not least as we'd have to talk about things like the Cee'd's headlights and the Cee'd's seven-year warranty if we let them get away with it. As far as we're concerned it's the Ceed. So there.

Kia Cee'd design - Book a test drive now!


Anyway, back to the important business of first impressions. The Ceed certainly looks very European. And it's not just because it shares many of the design cues of the current Toyota Corolla and Mazda 3, two other Eastern cars designed to meet Western tastes. Unlike previous mid-sized Korean cars, the Ceed looks like its been developed by people who are aware of the need to take on the Ford Focus and VW Golf. The result is a product that looks impressively well adapted to life in one of the toughest segments of the world car market: the family hatchback class.

Kia admits to using the Peugeot 307 as a benchmark for the Ceed's development. Or at least they did before (to paraphrase) the French car started, in their eyes, to become less competitive. And come the Ceed's February 1st on-sale date, Kia is confident of having a completely sector-competitive model. Which will be a genuine first.

But, don't fret, bargain seekers! The bathwater might have gone but the baby is still here - Kia is well aware that value for money lies right at the heart of the brand's appeal. That means prices that are set to start at around £11,000, giving a £1500-ish saving over the more basic reaches of the Focus and Astra ranges. Traditionally, Kia's attractive pricing has come at the cost of fairly second-rate product, but if the Ceed can deliver on the road then the generous discounts make it look like a bit of a catch.

The ground certainly isn't breaking around the design, which could be politely described as "derivative". Or, if you're not that worried about manners, "clearly inspired by lots of other cars." At least it looks refreshingly contemporary for a Kia. The Ceed's proportions are right, the front looks good, there's a nice, strong shoulderline and the rear is squat and taut. The rear lights surprise with a "Catherine wheel" internal pattern when they're turned on (think of what Fiat did with the Bravo, circa 1995). But more importantly, quality is definitely all there. The paint finish is to a standard previously unseen on any Kia, while the tight panel gaps suggest the Zilna factory is on the ball.

Kia Cee'd interior - Book a test drive now!


Inside the cabin is where the Ceed really surprises. Enter the firm, high-set seats (adjusted by knobs and ratchets, Golf-style) and you're faced with a dash of superb quality. All soft-touch plastics and rubber-finish switches, it seems to better most things in the class, and is both well-designed and pleasingly detailed. More Golf cues come in slivers of metal-effect trim on the needle pointers and in the air vents, and there are one-touch electric windows all-round, while at night it's bathed in soft red. The optional USB socket is genius too, playing MP3s from memory sticks, while air con (which cools the glovebox too) is standard on all and water-repellent side glass is an interesting option.

It's a roomy thing. Set the seat for an adult and another full-sizer can sit comfortably behind, enjoying lots of shoulder space, leg room and knee room. The rear bench could be more supportive, particularly as the seats up front are so comfortable, but otherwise complaints should be few. And Kia's first-ever factory-fit stereo will keep occupants entertained (Blaupunkt make the speakers and the whole thing sounds impressive), as will their inevitable initial failure to locate the indicator switch. Yes, despite all the European-ising, Kia still persists in fitting the turn signal stalk on the right hand side. The boot is a bit shallow, but Kia's got a decent excuse for that one: the fitment of expensive (and floor height limiting) multi-link rear suspension.

Kia Cee'd ride - Book a test drive now!


Which brings us neatly to the next surprise: the Ceed drives impressively well, too. Thus far, dynamics have been the area in which Kia has lagged furthest behind, with even modern offerings like the Rio and Picanto proving unable to match the driving experience of more mainstream rivals. Yet the Ceed is impressively close to the standard, driving far better than any Kia ever has before. The steering is quick and accurate and although a true aficionado might reckon that it lacks a bit of feel and feedback, it nevertheless gives the ability to exploit the Ceed's grippy front end in an most un-Kia-like way. On twisty roads it displays an impressive fluidity and agility. It's not quite a match for the Focus, but it's far closer than the cynics were expecting.

The pay off is a ride that's a bit firm: choppy at times and with too much thumping noise from bumps. This gets progressively worse on the larger-wheeled examples. The firm brakes deserve credit for their confidence-inspiring retardation, although the ESP seems a bit too keen to intervene (although it's only standard on the top-spec TS version.) Kia says that it may be offered as an option on models further down the range, although an increasing number of European rivals are moving towards having stability control as standard on all cars.

Kia Cee'd performance - Book a test drive now!


The engine range is pretty standard fare - 1.6 litre and 2.0 litre four cylinder petrol versions plus, er, 1.6 litre and 2.0 litre turbodiesels. The 1.6 litre petrol is predicted to be the best seller, and it's not at all bad. Yes, it gets a bit vocal when pressed, and it's still a bit loud under motorway cruising. But in town it's smooth and refined with plenty of mid-range torque. We prefer it to the faster-but-louder 2.0 litre version. A less powerful entry level 1.4 litre petrol version will follow later.

We spent most time driving the new 1.6 litre diesel engine, which will be offered in 88 bhp and 113 bhp states of tune. We chose the more powerful version and found it a real surprise with smooth, linear power and a happy enthusiasm for spinning to 4000 rpm. The throttle response is impressively crisp, too. It's definitely the pick of the range so far, more than carrying off the £1000 premium it costs over the 1.6 litre petrol.

But we've saved the Ceed's best feature 'til last. No, they're not dropping the silly apostrophe (at least, not yet) - but Kia will be offering the Ceed with a truly remarkable seven year / 100,000 mile warranty. That's more than twice as much warranty as rivals like Ford, Vauxhall and Renault offer, and it's an excellent indication of the confidence that Kia has in its new model (the rest of the range sticks with a five-year warranty.) For many, the mega-warranty will be worth the price of admission in its own right.

Kia Cee'd conclusions - Book a test drive now!

The Cee'd is a revolution. Not in the way it drives, for that's no better than anyone else. No, it's the complete package that's a winner - respectable looks, well-finished and roomy interior, decent spec, good to drive, frugal diesel engine, good value for money and that amazing warranty. Don't be surprised if history shows this was one of those epoch-shifting cars that transformed the fortunes of its parent company.

1.6 variant
Price: £12,250
Engine: 1591cc 16 valve four-cylinder petrol
Power:120 bhp at 6200rpm
Torque: 113 lb/ft at 5200rpm
Performance: 0-62 mph 10.8 seconds, 119 mph top speed
Fuel economy: 44.1mpg combined
CO2 emissions: 152 g/km

Click here to book a test drive now for the new Kia Cee'd!