What does the future hold for Kia?

According to the Korean company’s latest research, awareness of the brand has grown from 25%  over the past five years, which Philpott says is a massive shift forward: “Our brand awareness is growing and we continue to do things like sponsoring, investment and marketing to continue that growth.”

Kia’s latest development is a flagship four-storey dealership facing the A4 and M4 in West London, highly visible to thousands of commuters heading in and out of the capital daily. Kia owns the head lease and the dealership will be operated by Norton Way Group, which already runs the nearby Chiswick Honda and Wimbledon Park Honda.

Over the past three years, almost every dealership in Kia’s network has invested in its ‘red cube’ corporate identity (CI). According to Philpott, the majority of the dealer role is about high street presence: “The new CI identity programme has meant we have a good share of ‘red cubes’ around the country.”