WHILE the name Kia may be made up of Korean words signifying “arising from Asia to the world”, few outside Korea would have predicted just how steep the trajectory of this rise would be.
Where CAR’s December 2009 test of the underrated second-generation Cerato mentioned just how arduous the quest for a desirable brand reputation among a traditionally fiercely loyal South African buying public is, four years on, model names like Rio and Sportage slip off tongues with ease. And although some may argue it was inevitable that such value-packed, honest and well-made purchase propositions were destined for success, you simply cannot ignore the role an alluring design language has played in getting this brand noticed.
Another important factor in placing Kia and, indeed, Hyundai firmly in the sights of cash-conscious South Africans has been the impressive value that these Korean offerings have brought to the table. Traditional brand loyalty is one thing, but making buyers feel as though their hard-earned money is worth something becomes a deal-maker.
Arriving just in time to buzz into the peripheral vision of Toyota’s Corolla product-planning team, the third-generation Cerato is no longer the somewhat clumsy-looking design it once was. Gone is the mutation of squared-off, Korean lines with Peter Schreyer’s European-influenced design vision. In its place is a fully fledged and recognisable member of the modern Kia family.
Longer (30 mm), wider (5 mm) and lower (15 mm) than the previous-generation saloon, the new Cerato also gains a 50 mm longer wheelbase, an important consideration for increased occupancy comfort and convenience. We wonder whether this same consideration was made when selecting standard 17-inch alloy wheels for the top-of-the-range SX. Although their presence does add substance to the stance of the vehicle, they do however compromise comfort and the 16-inch alloys that are standard on EX models are perhaps a more comfortable option. New, noticeably shorter front and rear overhangs, together with standard LED daytime running lights and full colour coding throughout the range, further add pressure on traditionally sparsely kitted rivals.
There’s no lack of substance in the cabin of the new Cerato, either. Full leather upholstery adds a touch of sophistication to SX models, while nice-to-have items such as a multifunction steering wheel, dual-zone climate control and a touchscreen infotainment system enhance the sense of occasion. There’s a positive feel to all controls and functions.
Kia has paid close attention to the seating arrangement in its newest family mover and, to this end, the lowered cabin floor and redesigned seat cushions add welcome shoulder-room to that improved rear legroom. There’s further clever packaging in the luggage area, too, where the fitment of a full-size spare wheel has little impact on a large and easily accessed packing space.
The upgraded six-speed automatic transmission now has a sport mode (and steering-wheel-mounted paddles), a favour which the 118 kW Gamma 2,0-litre engine struggles to repay. Although willing (and able considering a sub-10-second 0-100 km/h sprint time), the sounds of strain that accompanies aggressive downshifting is difficult to ignore. Left in comfort mode and using progressive throttle inputs, the top-of-the-range Cerato rewards with fuss-free, impressively smooth progress. Testament to this is our returned fuel-route consumption figure of 7,8 litres/100 km.
Both 2,0-litre models feature Kia’s three-stage FlexSteer electric power-steering system, which allows the driver to select between comfort, normal and sport weighting. While the incorporation of this technology shows a willingness for innovation not often prevalent in this segment, it is unlikely any owners will find the default weighting of the Cerato’s steering more than adequate for everyday driving conditions. Unfortunately, it is somewhat lifeless.
While there’s little doubt that the SX would benefit from the more cosseting ride offered by a smaller wheel/taller tyre-profile combination, the Cerato’s independent front suspension nevertheless copes well with most harsh road imperfections.
While SX specification affords stability control, the absence of this technology shouldn’t be seen as a deal-breaker on lesser models. Together with predictable and surefooted default handling characteristics, all models feature ABS-assisted brakes, Isofix child-seat points and a total of six airbags.
Test Summary
While establishing a reputation for well-built, well-specced and aesthetically pleasing alternatives to the norm, Korean-badged offerings have traditionally benefited from aggressive value-for-money prices. However, increasing exchange-rate-related pressures on all importers has since levelled the pricing playing field somewhat, leaving manufacturers such as Hyundai and Kia to rely even more on the quality of the products being produced (obviously not a bad thing from a consumer perspective).
Fortunately, both these brands continue to impress not only with their pace of evolution, but also with the often class-leading levels of standard equipment built into each new product. Maintaining this pace of development will no doubt see further refinements in terms of drivetrain technologies, including the adoption of GDi direct-injection engines throughout more ranges and the incorporation of newly developed DCT dual-clutch transmission.
In the interim, models such as the third-generation Cerato saloon (together with its soon-to-be-launched hatch and Koup siblings) look set to allow Kia to gain an even stronger foothold in the local market. It’s a foothold the Koreans will no doubt relish ahead of the arrival of the 11th-generation Toyota Corolla early next year (see page 24).