A limited offer of a 60% discount for buyers is one marketing initiative being pursued by Kia Motors as it fights to increase its 2% share of the UK market.

The carmaker this month began a 60th birthday campaign offering customers who take a test drive in one of its products prior to December 2 entry into a draw which will give 60 winners a 60% discount or refund of their chosen new Kia purchased before the end of the year.

The special offer is just the latest in a number of innovative marketing drives which Kia bosses hope will help it towards a tough target of doubling its share of the UK market by 2008.

All its cars are available for just £1 deposit and 4.99% finance for two to five years, complete with free seven days insurance to allow them to drive away immediately, and the Rio is offered with 0% finance for three years.