According to UK managing director Michael Cole, the brand has improved its perception among consumers but needs to do more to encourage car buyers to choose Kia over its rivals.
‘We want to raise the perception of the brand further still and will continue reassuring people that Kia is a solid, reliable purchase,' said Cole, who took over from former Toyota marketer Paul Philpott last month.
‘We can give customers a number of rational reasons for buying a Kia, the next step is aspiration - making them really want to buy into the brand.'
Cole added that Kia aims to gain a 3% share of the UK new car sales market by 2012.
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