From budget to brilliance: Kia’s evolution continues

Kia’s success story in Europe continues, with the company reporting sales for 2015 in the region of 385,000 units, representing growth of 8.8% compared with 2014. It also grabbed an overall market share of 2.7%, but how has a former low-budget brand performed so well in a region that values quality? According to Michael Cole, Chief Operating Officer for Kia Motors Europe, the quality was always there, and it is only in recent years that certain catalysts, such as sportier design, have helped people realise this.