Kia sets sights on satisfaction

Kia is on a mission to raise customer satisfaction by improving the reliability and safety of its cars while making them more affordable to own.

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Kia is on a mission to raise customer satisfaction by improving the reliability and safety of its cars while making them more affordable to own.

On safety, Kia said: ‘Our objective is to obtain five stars in Euro-NCAP collision tests. We have analysed all the cars that have got five stars and will apply their standards to ours.’

Kia was stung last year when its Picanto city car – highly praised in many respects – gained only three stars in the NCAP 40mph front-offset crash test. Improvements in the driver’s knee area are already being worked on in an effort to improve the Picanto’s rating.

Meanwhile, Kia claims it is already cutting vehicle defects dramatically and will have them down to the same level as Toyota by 2007.

A drive to raise the quality of servicing at dealerships has begun through a certified grading scheme for mechanics. A customer-satisfaction survey will weed out dealers who are not meeting buyers’ needs at any level.