The big test

The most comprehensive
new product test in fleet

The third generation of lower-medium Kia hatch loses the apostrophe of previous cee’ds, but swaps it for new style, technology and driving appeal

Kia Ceed 2018 - Image 3

On the road

On the road

The Ceed is Kia’s company car mainstay, a model historically designed to appeal to the job-need end of the fleets sector, which explains the surprisingly high proportion of SW estate models in the sales mix, as the archetypal service engineer deployment is a staple part of the car’s diet.

The new estate is due imminently, with a stylish shooting brake Proceed model following next year, but first to market is the five-door hatch. Kia is hoping for even bigger things from it this time around, thanks to improved driving dynamics, an “athletic” new design and new safety and driver-assistance systems.

Designed, engineered and built in Europe, the car is claimed to be new from the ground up, and is 20mm wider, 23mm lower and with a longer rear overhang than the outgoing model, with the successful intention of making it look a more purposeful and sportier car. The front has the wider Kia ‘tiger nose’ family face, and the design is sharper and more angular than the rounded previous model.

The Ceed launches with four trim levels, three different engines and six-speed manual or seven-speed auto, the latter adding £1100 to the cost. Not all come with each trim, so there are actually 11 different models to choose from.

Two of the engine options are petrol, in the form of the 118hp 1.0 GDI and the 138hp 1.4 GDI units. There is also a 114hp 1.6 diesel that’s predictably the most efficient engine in the line-up at 99g/km in the entry ‘2’ spec driven here, or 103g/km with the bigger wheels of the ‘3’ spec. The 118hp petrol gets as low as 122g/km, and the range’s most powerful model – for now at least – doesn’t get lower than 127g/km. Unlike in the diesel, the automatic is more efficient than the manual in the 138hp petrol.

What those figures mean is that any taxpaying company car driver will need to assess their mileage, because the more miles, the better bet the diesel is going to be. There’s not too much in it overall, with the base spec 118hp petrol being £2 per month cheaper than the diesel on benefit-in-kind tax for a lower-rate taxpayer, thanks to the Government’s punitive treatment of diesel, but there’s a 22.0mpg difference in fuel economy.

The trim levels run from the entry ‘2’,up to the Blue Edition, ‘3’ and top-spec First Edition models, the last of those being an all-singing all-dancing specced-with-everything sort of offering at considerable cost.

The 2 gets 16-inch alloys, seven-inch touchscreen and a reverse camera that is unfortunately in lieu of rear parking sensors.

It’s worth remembering when you’re going backwards that, unlike the rest of the model range that gets sensors as well, there won’t be any beeping to warn of impending impact, so keep your eyes peeled. Also included are Apple CarPlay and Android Auto, as is also the case on the Kia’s main rivals, something premium brands could certainly learn from, and an array of safety kit including Lane-Keeping Assist, High-Beam Assistant, Driver Attention Warning and Forward Collision-Avoidance Assist. It’s a good list to have as standard on all Ceed models.

The Big Test - Kia Ceed
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Context

Context

Kia’s Ceed is the car that launched the company’s seven-year warranty when it appeared in 2006, and more than 1.3m have come out of the Korean firm’s Slovakian factory since then.

The first generation, known as cee’d, has the apostrophe because the name stood for European Economic Community (CEE in some countries) with European Design, and as Ceeed would have had too many letters across the middle, the apostrophe was added. It stayed for the first two generations of cee’d, but has finally been dropped for the new car.

The first model (pictured) ran from 2006 and replaced the Cerato in what was a seismic change in quality terms, before being updated with the second-generation car, which made its world debut at the 2012 Geneva motor show. The role of the second car was to shift Kia into the mainstream sector.

Kia’s UK boss, Paul Philpott, describes the Ceed as being “at the heart of our brand”, and it is second to only the Sportage crossover in UK sales terms, the two accounting for half of the brand’s UK volume, a volume that puts it well inside the top 10 of the sales chart.

The Big Test - Kia Ceed - In Context - First Generation (2006)

What they said

What They Said

"The traditional strength of Ceed in fleet has been as a cost-effective solution for the job-need driver. The three-door has been a smaller fleet player with some user chooser presence. The new Ceed is well placed to build on these strengths – although the list price of the car has increased, this has been compensated for by big residual value gains, producing competitive contract hire rentals. As ever, the car is very well equipped."

"The Ceed is visually appealing and the engine range, from the 1.0 petrol to the 1.6 diesel, has a fit for all types of fleet usage."

John Hargreaves, head of fleet and remarketing, Kia UK

 

John Hargreaves, head of fleet and remarketing, Kia UK

Comparatively speaking

The Big Test - Kia Ceed - Comparatively Speaking Chart

Need to know

The Big Test - Kia Ceed - Need to Know Chart

Like/dislike

Three things we like...

The Big Test - Kia Ceed - Three Things We Like - A sportier look includes chunky bumper with deep-set reflector
1

A sportier look includes chunky bumper with deep-set reflector

The Big Test - Kia Ceed - Three Things We Like - The front seats are supportive, well-bolstered and comfortable
2

The front seats are supportive, well-bolstered and comfortable

The Big Test - Kia Ceed - Three Things We Like - The classy remote key is a cut above that offered by rivals
3

The classy remote key is a cut above that offered by rivals

...And one we don't

The Big Test - Kia Ceed - And One We Don't - There are no parking sensors as part of the reversing camera on 2 trim - beware!
X

There are no parking sensors as part of the reversing camera on 2 trim - beware!

Verdict

Verdict

Drive  8/10

The chassis and steering make the Ceed much more enjoyable to drive than the previous car. Engine is eco-biased but not asthmatic.

Efficiency  8/10

Sub-100g/km efficiency is acceptable in the new WLTP testing climate, although it’s one BIK band higher than the new Ford Focus.

Practicality  7/10

The boot space is reasonable without troubling the class best, and four adults can be housed in the cabin with relative ease.

Equipment  8/10

Standard safety kit is impressive, although the lack of ability to choose specific or packs of options means some potentially expensive steps up the trim levels.

Looks  8/10

The new Ceed is evolutionary in styling, but subtle tweaks to the dimensions have managed to make it look more sporty and muscular.

Comfort and refinement 8/10

The diesel emits a bit of a rattle on idle to remind you what powertrain it is, but is commendably quiet under acceleration. The seats are supportive and well-bolstered.

Cabin  8/10

The cabin is a pretty dark place, but materials are good quality for the sector and it’s all laid out neatly.

Infotainment  8/10

Even this entry trim level gets a decent size of touchscreen at 7.0 inches – higher trims go up by an inch. The system is all very usable.

Whole life costs  9/10

Very good residual values for a mainstream lower-medium hatch, along with decent SMR and efficiency figures, make for a sensible fleet choice.

CCT opinion  8/10

Still a car for the head rather than heart, despite improved dynamics.

VERDICT 80%

A nice update to an appealing mainstream choice, the Ceed is improved in every area, with safety equipment, looks and driving experience being the main successes.

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