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Kia targets 10 more fleet specialists

Kia wants to add at least 10 more fleet specialists to its 20-strong corporate dealer network.

Managing director Michael Cole wants the fleet sector to account for up to 40% of its sales in three years time. It currently holds one fifth of volume.

Fleet centres need to be in strategic locations to ensure the best geographical coverage.

“We don’t want to put unnecessary cost into the network by making them all fleet specialists,” said Cole.

He added that fleet managers “don’t naturally put Kia on their choice list”.

“The perception of the brand is retail and lower price cars.

“But we’re competing in most segments, have good-quality product, cars with CO2 below 120g/km and a seven-year warranty which is a great advantage for fleet,” said Cole.

Emphasis in the sector will be on the relaunched Cee’d, he added.

The new Cee’d offers stop start models, CO2 below 120g and energy-efficient tyres.

“We want to be a fleet player. It’s an opportunity to grow.”

Kia currently holds 1.2% of fleet market share.


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