Speaking to Auto Express in Geneva, Kia Motors Europe’s VP of Marketing and Product Planning, Benny Oeyen, told us: “We need to emotionalise our brand, and that’s reflected in the way we communicate – so no ties for the execs at motor shows – and with new, more emotional products.”
Oeyen told us that the decision to develop the Cee’d and Pro_cee’d GT was motivated by the fact that, with the imminent arrival of the Carens, the firm has now completed the “Schreyer circle” of renewing its product line-up.
Now, the focus is on building a reputation for more interesting cars. Although the GT “is a warm hatch, it’s respectful of where Kia has come from as a brand and is affordable.”
“The Cee’d and Pro_Cee’d GT models have to be suitable for your daily commute, picking up your kids and not being too uncomfortable over rough roads - but still fun when you want to go for a drive.”
Oeyen also said that, following the arrival of the Cee’d and Pro_cee’d GTs, the firm will look to expand the GT performance line-up with a Rio GT, and possibly versions of the larger Optima saloon, using the firm’s 2.0-litre direct injection petrol engine. An SUV GT is also being considered, with the most likely candidate being the Sportage.