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top ceed?
after spending millions on development, kia hopes to serve up an ace with its latest family hatchback. and in its first test, the all-new ceed meets key rivals from citroen and mazda
Pictures: David Shepherd
This is Kias most important car ever simple as that. After years of giving British buyers models tailored for the Korean market, but which havent translated particularly well, the company is going for broke by bringing us an all-new family hatchback thats been designed and built exclusively for Europe. Kia has hired a team of top stylists and engineers, and spent 700million and two years constructing a state-of the-art factory at Zilina in slovakia. The end result is the Ceed pronounced seed which goes on sale here from this week. Built on a platform that will also
underpin hyundais imminent compact family hatch, the Ceed is brand new from the ground up. Every variant gets fully independent rear suspension, a port for MP3 players and a stiff bodyshell that should help the newcomer attain a five-star Euro NCAP crash test rating. Theres also a seven-year warranty. Replacing the slow-selling Cerato, the 10-model range covers three trim levels and four engines, and theres more to follow. Kias aim is to achieve 100,000 sales a year in the UK; to do so, it hopes the Ceed will draw new customers to the brand, but at a price that
wont alienate existing buyers. The line-up starts from less than 11,000, and rises to 14,245 for the top-spec 1.6 CRDi Ls we test here. so far, so good. But whats the model like? To find out, we tested it against two key rivals at the cars launch in the south of France. As with Kia, both Citroen and Mazda have enviable reputations for offering great value for money. The handsome C4 majors on comfort, while the 3, with underpinnings shared with the Ford Focus, aims to deliver driver appeal in a practical package. But has Kia sown the Ceed of success?
Price: 14,245 Engine: 1.6-litre turbo, 115bhp 0-60mph: 10.9 seconds Economy: 41.6mpg Running costs: N/A Euro NCAP rating: Five stars (est) Why? The Ceed aims to upset the establishment, promising top-notch quality and refinement.
Price: 14,800 Engine: 1.6-litre turbo, 108bhp 0-60mph: 11.0 seconds Economy: 40.1mpg Running costs: 37.5ppm Euro NCAP rating: Four stars Why? What the Mazda may lack in design appeal, it promises to make up for in terms of value for money.
Price: 15,440 Engine: 1.6-litre turbo, 110bhp 0-60mph: 12.3 seconds Economy: 42.1mpg Running costs: 36.2ppm Euro NCAP rating: Five stars Why? With its funky looks, the C4 has helped to put style back into the family hatch market.
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sTeP inside if you want more evidence of Kias drive upmarket. Fit and finish cant rival a VW Golfs, but excellent visibility and ergonomics highlight the attention to detail. This is the Korean firms best effort yet.
cabin
THe Ceeds long wheelbase has enabled Kia to place the rear bench slightly further back than normal, ensuring good legroom. even so, the raised centre section means that a third passenger wont be very comfortable.
rear seats
THe rear lights may cut into the opening slightly, but overall the boot is well shaped. Its also wider than either rivals, even if overall length cant match the Mazdas. Helpfully, the headrests dont have to be removed when youre folding the back seats.
boot
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THIs is the first appearance of Kias brand-new 1.6-litre CRDi diesel, but expect to see it in other models before too long. Its refined yet muscular, but would be even better if it came with a six-speed gearbox.
engine
5
1,550mm
Its the best car the brand has ever made but can it steal a march on more established rivals?
or Volkswagen Golf. Back seat passengers are certainly well catered for, though. The doors open wide to make getting in and out easy, and both rivals fall 40mm short of the Kiaa 760mm legroom measurement. Whats more, the bench is comfortable, and the Ceed is the only car of our test trio to come with electric rear windows. The driving environment is even more successful. For starters, Kia has got the seating position inch perfect. Tall drivers can get low enough, while a wide range of steering column adjustment means shorter occupants wont be ill at ease, either. In fact, the only real criticism we have is that the column stalks on our test car were the wrong way round indicators on the right, wipers on the left. Kia assures us that this is being corrected for righthand-drive production models. The cabin design is simple and intuitive. A large glass area ensures that the interior is light and airy especially in the rear ergonomics are first-rate and stowage is well thought out, too. Whats more, build quality is the best of these three contenders. We particularly like the dashboard plastics, although its a shame the instrument binnacle and door control panel have such a cheap-looking, shiny finish. When it comes to the Ceeds engineering, Kia hasnt cut any corners. The 1.6-litre common-rail diesel is excellent it is smoother and quieter than Citroens acclaimed HDi unit and it delivers faster acceleration than the Mazda. Thats all the more impressive when you consider the Ceed is the heaviest and least aerodynamic car here. For those who dont need this models ability to cover 0-60mph in 10.9 seconds, theres also a low-power 90bhp Gs version which costs 1,250 less. But we think the 115bhp unit is the one to go for. With a 15Nm torque advantage over its rivals and long gearing 70mph equates to 2,400rpm in fifth the 255Nm unit proved extremely flexible. It picks up well from low revs and dismissed the 50-70mph top gear increment in only 10.4 seconds. Unfortunately, the brakes are a weakness, and the Ceeds 38.3-metre stopping distance from 60mph was the longest here. Overall, though, the Kia comes across as relaxed and easy-going more so than the Citroen, which is some achievement and the ride is actually very competent. It doesnt waft you along like the C4, but its better at taking the sting out of rough roads largely due to the stiffer bodyshell. This also helps refinement, and in our tests the Ceed was quieter than both rivals on the move, dealing with wind and tyre noise just as effectively as engine intrusion. The Kias ability to cruise comfortably is matched by its handling. The steering isnt the last word in feedback, but body control is good, and the car is reassuring through corners. Decent visibility and a tight 10.3metre turning circle mean its not intimidating when tackling city streets, either. The price is also unlikely to frighten anyone off. At 14,245, its not exactly cheap, but then Kia is anxious not to be perceived as a budget brand any more. The solid build quality certainly aids that impression, as does the kit tally. stability control really should be standard, but climate control, a multifunction steering wheel and the MP3 player input are all desirable features that should help Kia easily reach its target of 10,000 UK Ceed sales this year.
1,120mm
KIAs decision to include an auxiliary input on every car is sure to find favour with younger buyers. You cant control your MP3 player through the stereo, but the UsB socket lets you keep the unit charged, or plug in a solid-state memory device.
mp3
Height: 1,480mm
length/wheelbase/width: 4,235/2,650/1,790mm
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7 February 2007 autoexpress.co.uk
Road test | 55
A VeRY black cabin does the Mazda few favours particularly as the plastics are cheap and shiny. The hooded dials add a sporty touch, but the orange back-lighting and featureless switchgear dont suggest quality.
THeRes nothing quite like the C4! But while its individuality appeals, the button layout isnt very clear and data is scattered between three screens. Controls on the fixed-hub steering wheel arent particularly logical, either.
cabin design
interior
How does the firm hope to get people into the Ceed?
Height: 1,458mm
iTS organising a huge test drive, and is aiming to offer 25,000 people the chance to try a Ceed for three days. The offer lasts until August, and at the end, 100 customers will be given the opportunity to drive a free Ceed for 12 months.
length/wheelbase/width: 4,260/2,608/1,773mm
CITROeNs HDi unit used to be renowned for its smooth and relaxing nature, but compared to the Ceeds engine, the 1.6 was noisy at start-up. Its not the strongest performer, either, although it did return the best fuel economy in this test.
engine
Height: 1,465mm
As well as having the shortest wheelbase, the C4 boasts the smallest boot. Its 32 litres down on the Mazdas with the seats up; fold them and it has a 277-litre deficit to the Kia. The cheap parcel shelf doesnt help.
boot space
WHILe the 3 is the longest car here by 155mm, it only just has the biggest boot, at 346 litres. Mazda doesnt quote a capacity measured to the roofline, but its at least as spacious as the luggage bay in the Ceed.
boot
length/wheelbase/width: 4,415/2,640/1,755mm
As with its competitors here, the C4 is equipped with a fivespeed manual transmission. The shift quality is appalling, however: long, vague and graunchy, it is the main reason the Citroen failed to match its rivals against the clock.
gearbox
mazda 3 1.6d ts
SilvER-RiNgED DiAlS
Will 3 prove a winning number with its Focus platform and solid build?
ITs hard to believe this 1.6litre diesel has much in common with Fords acclaimed TDCi unit. With less soundproofing, it comes across as rather coarse, while it has a narrower usable power band than the Kias CRDi engine.
engine
OF this trio, the Mazda is the only car likely to find favour with keen drivers. While the Citroen is soft and cosseting and the Kia capable, the 3 provides taut body control and incisive turn-in. The steering could be sharper, but feedback is good.
on the road
TINNY rear doors are indicative of quality issues elsewhere. Light and flimsy, they clang shut and generally make the model seem rather insubstantial. This impression isnt misleading this car is our 9,000-mile longtermer, and it already feels tired.
Quality
TiNNY STEREo
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IF youre thinking that the Mazda and Kia look similar, then youre not the only one. During our test, we had several comments from onlookers with the same opinion. Kia obviously took inspiration from its Japanese rival, but its difficult to see the reason why. The 3 is far from striking, and wasnt particularly outstanding when launched in 2003, so it looks even more pedestrian now. The hatch underwent a mid-life facelift last year which introduced restyled front and rear bumpers and a new grille. There are some nice touches the black surround of the tail-light clusters, for instance but the small 15-inch alloy wheels fitted to our entry-level Ts variant dont really flatter the lines. And the back end looks a little fussy, too in fact, we think the 3 looks far better as a fourdoor saloon than a five-door hatch. In short, it comes across as rather bland and dated. Last years update also stretched to the cabin, yet its much the same story as the exterior. Dark and dull, it lacks the C4s flair and the Ceeds airy ambience. The design is inoffensive, but thats simply not good enough these days. In fact, the only thing that stands out are the flashing red lights that trigger when you switch
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the stereo on. Put simply, theres little to hold your attention. While build quality is good for the most part, our cars glovebox had a habit of popping open when cornering. And even more disappointing are the materials. For instance, the thin-rimmed plastic steering wheel is not a good first contact point. Thankfully, storage is decent, with a pair of large cup-holders on the centre console and useful door pockets. The driving position is good, while theres plenty of adjustment on the seat and steering. And although the chairs arent quite as comfortable as the Citroens, they offer better lateral support. Rear passengers are well looked after, with enough room for two adults, but the 3 cant match the Ceed for legroom and overall spaciousness. Power comes from a Ford-sourced 1.6-litre turbodiesel, and while the 108bhp engine has the least horsepower here, it matches the Citroens 240Nm torque output. even though our test car had covered less than 1,000 miles, it was only marginally behind the more powerful Kia with a 0-60mph time of exactly 11 seconds. But the 3 proved slower completing the in-gear increments. The engine is quite punchy lowdown torque peaks 150rpm earlier than in the Ceed. The trouble is, it runs out of breath easily, and in town you have to keep the turbo on the boil for a quick getaway. Its better on the motorway, although engine noise does become intrusive at higher speeds. The ride isnt as smooth as either rivals and potholes are much more noticeable in the 3 it tends to fidget over smaller bumps. This, combined with the extra noise, does harm the Japanese hatchs refinement. However, the Mazda corners precisely, with good body control, while the steering is well weighted and offers the best feel. Over twisting roads, the 3 is surprisingly good fun, with high levels of grip and agile, predictable handling. Price-wise, our Ts variant isnt much more expensive than the Ceed, and its equipment tally seems to stack up, too. As with its Korean rival, the Mazda gets a multifunction steering wheel, climate control and Isofix child seat mountings as standard not a bad selection of kit for an entry-level model. Optional extras are thin on the ground, though; theres no stability control, for instance. However, if your heart is set on the 3, its worth knowing that it pays to hunt around. We found independent retailers offering 1,500 savings.
THe shift is far more positive than the Citroens, but our cars gearlever top came loose, twisting easily in our testers hand. Its a fault we have experienced on the 3 before, and one which can soon become very annoying when driving in traffic.
gearlever
mm 1,610
& figures
kiA CEED 1.6 CRDi lS
On the road price/total as tested Residual value (after 3yrs/36,000) Contract hire per month Annual tax liability std/higher rate Running costs (pence per mile) Insurance group/quote Cost of 1st/2nd/3rd service Length/wheelbase Height/width Engine 14,245/14,595 N/A N/A 564/1,026 N/A 6/N/A N/A 4,235/2,650mm 1,480/1,790mm 4cyl/1,582cc turbo 115/4,000 bhp/rpm 255/1,900 Nm/rpm 5-spd, man/fwd 53 litres/space saver 340/1,300 litres 1,367/352/1,400kg 10.3 metres/0.33Cd 7yrs (100,000)/3yrs Kia 12,500 miles/170 10.9 secs 11.0 secs 4.6/8.5 secs 10.4 secs 117mph 38.3/10.1 metres 61/41/56/65dB 41.6mpg/485 miles 49.6/67.3/60.1mpg 125g/km/18 per cent six/yes/DFO/no Yes/yes/no/no Yes/350/no No/DFO/no No/yes/no Yes/yes/yes DFO/no/yes/no
economy
servicing
As Auto express went to press, Kia dealers hadnt been able to calculate servicing costs. However, the Ceeds pricing is likely to be competitive; the first three checks on the Cerato 1.5 diesel which this Ceed replaces came to around 510.
A ReAL surprise here. Although Citroen dealers may offer savings when buying a new car, getting it serviced is a different matter. The first three visits will set you back a hefty 679 over 200 more than the Mazda.
All three cars driven here have the same 12,500mile service intervals, but its the Mazda which comes out cheapest. At a mere 470 for three checks, its good value although Mazda has the smallest dealer network, with 159 outlets in the uK.
Peak power Peak torque Transmission Fuel tank capacity/spare wheel Boot capacity (seats up/down) Kerbweight/payload/towing weight Turning circle/drag coefficient Basic warranty/recovery Service intervals/UK dealers 0-60mph 30-70 thru gears 30-50 in 3rd/4th
taX
BusIness users are expected to account for 35 per cent of Ceed sales, and they will be glad to learn that the Kia emits only 125g/km of CO2. Consequently, it sits in the bottom tax bracket and is the cheapest of these three.
ALTHOUGH it puts out 3g/km more CO2 than the Ceed, the C4 sits in the same 18 per cent tax bracket as does any car with emissions of less than 140g/km. The higher price tag means it costs an extra 50 a year to run.
MAzdAs 1.6-litre oilburning engine emits the same amount of CO2 as the C4. However, because the 3 has a lower list price, its marginally cheaper for company car drivers to run lower-band owners will fork out 586 a year.
50-70 in 5th Top speed Braking 60-0/30-0mph Noise levels outside/idle/30/70mph Auto Express economy/range Govt urban/extra-urban/combined CO2 emissions/tax bracket Airbags/Isofix/parking/rain sensors Air-con/clim ctrl/leather/heated seats Alloy wheels/met paint/xenon lights Auto gearbox/stability/cruise control Elec sunroof/windows/folding mirrors
residuals
tHe experts at HsBC have yet to calculate residual values, but Kias improving image and drive upmarket should mean the Ceed does reasonably well. We anticipate a retained figure of around 40 per cent after three years.
CITROeNs giveaway pricing policies have led to poor residuals only 35.1 per cent in the case of our C4 1.6 HDi sX. However, if you pay less for the car in the first place, the drop in value is not quite as large.
tHe Mazda 3 fares better on the second-hand market than its rivals here, and after three years it will still be worth 40.2 per cent or 5,950. However, the entry-level s model is even stronger, retaining 42.6 per cent of its new cost.
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DFO: Dealer fit option. Retained value figures supplied by Glasss. Ppm figures and contract hire rates by HSBC. Both based over three years and 36,000 miles. Insurance quotes from AA (Tel 0800 107 0680 or www.theAA.com) for a male, aged 42, living in Banbury, Oxon, with three penalty points.
verdict
Is the Ceed revolutionary? It is for Kia. Investing so heavily in europe has paid dividends the Ceed is a much more appealing and competitive product than anything the Korean firm has built before. But does it set new class standards? Not quite. Its a very competent hatchback thats well built and cleanly styled, but its only unique selling point is the seven-year warranty. While this is very appealing, the car itself doesnt have a particularly strong personality. However, its a fine all-rounder and has the measure of both rivals here. The Citroen C4 has a laid-back attitude, good comfort and distinctive design. It also offers the potential for big price savings, but the cheap trim and poor ergonomics let it down. The Mazda 3 really needs to watch its step, though. Bland inside and out, its not as spacious or smooth-riding as the Kia. Its easy to see potential buyers being persuaded to swap to the Ceed instead.
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IF style counts, the C4 cant be beaten. Its dramatic lines are matched by an equally quirky cabin. Yet while the design is spot-on, the quality leaves a bit to be desired.