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Business customers become key to Kia

Date: 23 February 2009   |   Author: Tom Webster

Kia is placing the business car market at the forefront of its priorities and has relaunched its fleet department to reflect the new direction, says the brand's head of fleet and remarketing, Andrew Sellars.

"The focus is very much on business going forward," said Sellars (pictured).

The new corporate push is spearheaded by a series of Business Specialist Dealers. Kia has 15 dealerships marked as BSDs, but aims to increase this figure to 20.

Kia has re-branded its corporate element, taking the word fleet out of the title.

"If you use the word 'fleet' then some businesses instantly see huge discounts," said Sellars, stressing that Kia doesn't want to go down the line of discounts.

"Anybody can supply a car at a cheap price, but we want to supply the whole service, all the way through to change over. The BSDs' differentiation is the service they offer to businesses - we want to stop people thinking they're in the wrong car," he said.

All of the employees involved in the programme undergo mandatory fleet-related training, with focus put on the upcoming changes to capital allowances.

"We will be publishing a two- or three-page document to explain the changes to end users," said Sellars.

Kia achieved a 21% rise in fleet business over the past 12 months, and Sellars maintains the firm remains positive: "We are excited by everything at the moment and we see the current market as an opportunity."

Despite sales being down at the moment, he claims the company is "on plan" for January and February.