Kia South Africa is counting on the growth of the C-segment as it introduces the all-new Kia Cerato sedan and KOUP to the market. Though the latter only arrives in the country in October, today I got a taste of what kind of armour the Cerato has against cars like Honda Civic sedan, Mazda3 sedan, Ford Focus sedan and the upcoming Chevrolet Cruze.
The word Cerato means "horn" in Greek. According to Kia, the new car is one of the first to benefit from the company’s new focus on design. Chief Design Officer Peter Schreyer had this to say about his latest creation:
“Design gives a soul to the product and the future of Kia products lies in balance, clarity and purpose,” he says. “Our all-new Cerato embodies that philosophy. Breaking away from traditional forms, the New Cerato is a design that notches up the visual standards of C-segment cars. Without any extraneous features, its crisp, clean exterior styling conveys a powerful and dynamic image that exudes speed.”
My own assessment and that of a few attendees of the launch in cold and rainy Cape Town is that the Cerato is indeed a very attractive car. One reason for that is what seems like a design combination of a few other Japanese cars including the Civic (rear and chrome door handles) and Subaru Legacy (rear) and Mitsubishi Lancer (side profile and front end). Whether this is a good thing or not will only be judged by the sales figures.
Having said that I reckon Kia now has a proper competitor to take up not only retail sales but also to attend to the burgeoning rental market. After all, the brand is a sponsor of the 2010 FIFA Football World Cup and will be keen to see a lot more of its cars on the road during and after the tournament.
Inside the car features strong build characteristics with what seems to be solid materials over all.
I drove one fitted with such niceties as power steering, a height/ reach adjustable steering column, satellite controls for the radio/ CD, auxiliary/ iPod connectivity and an onboard computer. Despite the fact that I was quite snug from both driver and passenger’s seat, my driving partner could not find a comfortable position. The cloth upholstery is soft and accommodating making potential long trips easy.
A four-cylinder naturally aspirated engine lies beneath the bonnet. Two powerplant choices will be available, a 1.6-litre making 91.2kW at 6300rpm and peak torque of 156.7Nm at 4200rpm. These figures do not ignite any kind of passion but they are key to the Kia brand’s progress. You see, it was only five years ago that a Ford Focus 2.0-litre made about 100kW. So a 1.6-litre with this power is not bad at all. A higher-spec motor displacing 2.0-litre produces 115kW at 6200rpm and maximum torque of 194Nm at 4300rpm. That makes it one of the most powerful naturally aspirated engines in its segment, equal to the Mitsubishi Lancer. The 5-speed gearbox is not too shabby either. It gives access to power constantly and effectively.
Running on 16-inch alloy wheels and 205/55 R16 tyres the car feels strurdy enough on the road although there is a small steering issue that puts some distance between driver and road.
I hope Kia is aggressive with is marketing for the Cerato because I have a feeling the market will warm up to it once they get to know it. It must not be one of these that get launched and then disappear into company garages and back rooms.
Kia Cerato Pricing
1.6 manual (R180 000)
1.6 auto (R190 000)
2.0 manual (R200 000)
