Opinion

"Years down the line, Kia's warranty is still hugely appealing"

As we celebrate the best used buys in our annual Used Car Awards, Graham Hope's been chatting with Kia about its industry-leading warranty

Everyone loves a used car bargain, and this week we honour the models we think make the best second-hand choices of all. Our Used Car Awards showcase some great buys from only £3,000.

One brand that has fared pretty well is Kia. And a big part of that is down to its warranty. Buy approved used and you get seven years and 100,000 miles of cover. Buy elsewhere and you’ll get what’s left of the car’s original seven-year warranty. Pretty impressive, eh?

Used Car Awards 2016

It’s clear it’s helped underpin the brand’s rise to prominence in recent years, a fact acknowledged by Kia Europe COO Michael Cole when I met him this week. Cole was MD of Kia UK when the cover was introduced in 2010 and admits the impact was significant, maintaining the momentum built up by Kia with its success in the 2009 scrappage scheme.

Warranty Winners

He told me: “The warranty became something we were synonymous with. It wasn’t a tactical programme or an incentive. It was our way of saying we were confident about the product.”

Of course, while it wasn’t intended as an incentive, it certainly became one. Continued Cole: “Yes, it made people think about Kia who hadn’t thought about Kia before. It helped us close some deals.”

Used car buying: the ultimate guide

Six years down the line, it’s clearly still hugely appealing to many drivers. So why don’t more brands offer the same? He suggested: “Unless you have the same confidence in the reliability of your products as we have, you may be reluctant to go to seven years.” Possibly. But I think they’re missing a trick.

Yes, I know there are quibbles about what Kia’s warranty does and doesn’t cover. But with no one else offering the same headline seven years, those buyers who covet peace of mind – and good cars, new or used – will continue to be drawn to a brand that has reaped the rewards for being so bold. 

How important is a warranty to you when buying a car? Let us know in the comments below...

Recommended

New Kia EV4 on course to grow electric SUV range
Kia EV4 render front
Kia

New Kia EV4 on course to grow electric SUV range

Kia is all set to increase its electric car range with the mid-sized EV4 due for reveal as early as 2022 with sales starting the following year.
21 Aug 2021
Hyundai Group to launch new pure-electric city car in 2023
Kia teaser
Hyundai

Hyundai Group to launch new pure-electric city car in 2023

City-car sized EV could launch under Hyundai, Kia or Ioniq brand and will likely be a mini SUV
17 Aug 2021
Kia UK boss bemoans lack of electric car charging investment and warns of ‘blackspots’
Kia Soul EV Charging
News

Kia UK boss bemoans lack of electric car charging investment and warns of ‘blackspots’

Kia UK CEO Paul Philpott says support for EV charging infrastructure investment is critical as the ban on petrol and diesel approaches
15 Jul 2021
Kia UK updates Online Booking Service feature
Kia UK servicing
News

Kia UK updates Online Booking Service feature

Korean brand enhances its one-stop app that manages car maintenance needs
1 Jun 2021

Most Popular

Exclusive: banned 71-reg number plates released
Number plates
News

Exclusive: banned 71-reg number plates released

Latest DVLA list of banned UK registrations reveals which 71-plates are too rude for the road
21 Sep 2021
£6k Citroen Ami electric city car gets green light for the UK
Citroen Ami UK - front static
Citroen

£6k Citroen Ami electric city car gets green light for the UK

The Ami is coming to the UK with a price tag of around £6,000, making it one of the cheapest ways to get a new car today
22 Sep 2021
New MG HS plug-in hybrid 2021 review
MG HS PHEV - front
MG HS SUV

New MG HS plug-in hybrid 2021 review

We find out where the new MG HS PHEV fits in the highly competitive plug-in hybrid SUV sector
21 Sep 2021