Kia aims to score a coup with new Cerato and Optima

KIA Motors, the popular automobile manufacturer, is aiming to exploit the UAE’S mid-size sedan car market with its second-generation Cerato Koup & 5 Door hatchback version together with the facelifted version of Optima and newly designed Cadenza models. In conjunction with Al Majid Motors Co., the sole distributor of Kia vehicles in the UAE, South Korea’s second largest car producer will be displaying the vehicles as pride of place at the forthcoming Dubai International Motor Show (DIMS).

The all new Cerato Koup goes on sale in markets around the world during the fourth quarter of 2013. Its introduction follows the launch earlier this year of the third-generation Cerato sedan, which continue to be Kia’s most successful models for worldwide sales. According to Kia, these offerings have been responsible for the company’s 11 per cent expected growth in the UAE this year.

“The trio of Cerato models - the sedan, hatchback and Koup - has achieved more than 2.5 million global sales since its introduction in 2004,” said Mohammed Khader, President of Al Majid Motors. “This includes 385,000 units sold last year in 2012, when they accounted for almost 17 per cent of Kia’s total annual sales. The three-model Cerato family has become Kia’s biggest-selling export model, so the introduction of the exciting third-generation Koup is hugely significant for the company,” he added.

Kia’s facelifted Optima will sharing the stage with the Cerato Koup at DIMS, which takes place from November 5-9 at the Dubai International Convention and Exhibition Centre. Since its introduction in 2010, the Kia Optima has transformed the company’s market share in the mid-size automobile segment, achieving global sales of 815,000 and altering perceptions of the Kia brand in the car-buying public.

Created under the direction of Kia’s Chief Design Officer Peter Schreyer, the made-over Optima features new headlights, front grille, fog lamps, rear lights, bumpers and alloy wheels. At the front, the LED daytime running lights have been moved from the bumper into the headlights to be consistent with other Kia models, while the fog lamps have been set into a sporty body-colour panel rather than the transverse black panel of the original design.

“The Optima has always possessed a bold aesthetic element that has both challenged and inspired consumers to consider a dynamically-styled Kia for the first time,” said Khader. “The original Optima was extremely well received when it was launched in the UAE in 2010. For 2013 going into 2014, the model is now available with an enhanced design, increased refinement, new safety features and improved quality. We are confident that the refreshed model with these new range of features usually associated with premium brand vehicles will greatly boost our presence in this sector in the UAE marketplace,” he added.