IN an age where the tendency to exaggerate is very much in the ascendancy it is very easy to dismiss most of what you hear.
However, there are exceptions to the rule and Kia's avowed intention to achieve a top 10 position in the UK retail market by 2012 does look to be a decidedly good bet.
It might only be a couple of years since the Kia cee'd was launched, but already the time has arrived for a thorough restyling and some extensive re-engineering.
Already having graced 17,000 UK driveways, the European made and designed cee'd range has impressed British buyers with modern styling, good quality, very agreeable pricing and low running costs. And that amazing seven-year bumper-to-bumper 100,000-mile warranty gives out a positive message of the carmaker's absolute faith in its product.
Slightly longer than its predecessor, the latest cee'd's fresh new exterior look takes its beat from the Kia Soul front end and is now dominated by a slim, chrome-rimmed grille framing the Kia badge. The grille is flanked by front light clusters designed to give a more dynamic appearance while a new, sharply creased bonnet also takes the eye as does the premium LED effect in its rear lighting set up.
The new cee'd has also been treated to some care and attention inside with a new four-spoke steering wheel borrowed from the Kia Soul and a striking new centre console.The quality of dash plastics and higher grade fabrics also add to its attraction.
It is generously kitted out, too, with the likes of air con, sound and CD player, iPod and Bluetooth connectivity provided, while the split fold rear seats are carpeted underneath and the luggage bay is well-shaped and nicely accommodating.
This new line up is badged cee'd 1, cee'd 2 and cee'd 3 and there are six power options on offer: a revised and very flexible 1.4-litre 89bhp petrol unit, plus a trio of 1.6 litre engines of varying horsepower, including a 124bhp petrol; diesel fans are catered for by 89bhp and 113bhp CRDi turbo diesels.
The retuned suspension helps to deliver a much more stable and supple ride than that of the outgoing model and I found the latest Kia cee'd to be very much an easy driver.
With the 1.6 petrol engine it covers the 0-62mph dash in 10.4 seconds with combined mpg around the 46 mark and CO2 emissions of 146g/km. However, while the 89bhp diesel is much slower off the mark - 13.5 seconds to 62mph - the official mixed driving consumption of 67mpg and low 110g/km emissions are well worth noting.
I also drove the larger cee'd SW estate fitted with the 113bhp 'high powered' turbodiesel which performed in a swift, refined and smooth manner while staying under the 121g/km CO2 emissions level.
My final drive for the day just had to be in the company of Kia's Intelligent Stop & Go (ISG) system.
A number of manufacturers have incorporated similar devices into their line-up and this is one of the better models I have tried. The EcoDynamics 89bhp diesel engine switches off automatically when the car is stationary and once the way ahead is clear you restart the engine by depressing the clutch.
This is yet another fine, cost effective range from Kia and with pricing starting at £11,595 and topping out at £16,495 for the flagship cee'd SW High Power diesel, with Kia's remarkable 7-year 100,000-mile warranty included, this has to be a hugely attractive family affair.
Words: Malcolm Robertshaw