TAKING on the giants of Ford and General Motors in Europe's most competitive arena has to be a daunting exercise.
But Korean manufacturer Kia has proved itself a tough adversary in recent times with a powerful stable that ranges from cheeky city car the Picanto through to the Sportage and Sorento 4x4s and full blown people carrier the Sedona.
And the fast-expanding company left no stone unturned to ensure its mid-size offering was designed and engineered to beat the best the continent has to offer for space, comfort, refinement and quality.
Some 40 months, thousands of road test miles and 220 million euros later the Cerato was born boasting more compact dimensions yet appreciably more passenger space than its predecessor the Shuma.
Kia's cars don't yet carry the status of their more established rivals, but the image-building process is gathering pace. At the same time there's a definite value for money to be had throughout the product range.
Take the Cerato. There are three engines - 1.6 and two-litre petrol and a 1.5-litre turbodiesel - three trim levels and the choice of saloon or hatchback with prices from £10,295 to £12,495, saving thousands when compared with competitors.
Arguably the best is the oil-burner, a 16-valve common-rail engine that, says Kia, outperforms equivalent units in the Vauxhall Astra, Renault Megane and Ford Focus.
What's certain is that it offers fantastic economy, a varied week's driving confirming that the claimed figure of an average 57 miles per gallon is no exaggeration.
Being realistic the Cerato is a versatile operator, as suited to short school and shopping trips as it is to eating up miles on the motorway. In fact the 1.5 CRDi was even voted a class winner in the Caravan Club's 2006 Tow Car of the Year awards.
It has an attractive style - looking a more expensive car than it actually is - with ample head, leg and shoulder room inside, comfortable if rather soft seats, reasonable stowage, decent size boot and some thoughtful touches like lined sunglasses holder and lit vanity mirrors.
Standard kit is also extensive to include front, side and curtain airbags, air-con, remote central locking, anti-lock brakes, a removable CD system with MP3 player and electric windows all round.
The higher spec LX trim adds alloy wheels, body coloured side mouldings and front fog lights.
Ultimately though you get what you pay for, and the Cerato is not a dynamically exciting car. It is let down on the road by a combination of loose gearshift and lifeless clutch while inside the dash, fascia and door linings are of a cheap plastic.
Also, for a car Kia says "is designed, equipped and assembled to succeed in Europe's toughest and highest-volume market sector" you might have expected the indicator stalk to be on the left-hand side.
Those criticisms apart, the Cerato is a car with plenty going for it - it's a neat, durable hatchback that has a loathing of the fuel pumps.
FAST FACTS
Kia Cerato 1.5 CRDi LX 5dr
Price: £11,695
Mechanical: 100bhp, 1,493cc, 4cyl diesel engine driving front wheels via 5spd manual gearbox
Max speed: 107mph
0-62mph: 12.5 secs
Combined mpg: 57.6
Insurance group: 7
CO2 emissions: 129g/km
BiK rating: 18%
Warranty: 3yrs/ unlimited mileage; 3yrs paint; 6yrs anti-rust