Kia is on the offensive. The Korean manufacturer has competitors such as Fiat, Suzuki and Chevrolet in its sights and is confident it will outsell them all next year by tempting their traditionally disloyal customers into its showrooms.
The latest and arguably most important car to join Kia's armoury arrived this week and, with it, came confirmation that the Koreans are determined to bring the battle to their competitors. Kia has almost doubled the number of its Irish dealers in the past year, bringing penetration for a company that was relaunched here only a couple of years ago is among the highest in the industry.
The new B-segment Rio, which will account for a quarter of all Kia cars sold here next year, returns as the mainstay of the range. Although it's awash with cheap plastic inside and has the unmistakable feel of an economy car, it is surprisingly well equipped. Take the Rio EX, which at €15,299 is €1,000 above the basic model - this car has electric windows and mirrors, eight airbags, remote central locking, and an MP3 compatible stereo. Kia will even throw in A/C, front fog lights and alloys.
The 5-seater comes in a choice of saloon or hatchback body styles, both of which are more anonymous than eye-catching. It's powered by a 95bhp 1.4-litre petrol, which comes with a 5-speed manual or 4-speed auto box. It's certainly adequate but a little noisy.
Indeed, sitting behind the Rio's wheel is very similar to driving a plethora of cars offered by Kia's competitors. As a result, the Rio is not going to achieve the conquest sales Kia hopes on its driving dynamics alone.
What will win many of them over, however, is its high spec, uncontroversial looks and value for money price. In this sector, that's exactly what the customer is looking for.