Speaking at the Geneva auto show last year, Kia Europe Chief Operating Officer Paul Philpott said: "Kia is fun, dynamic and more youthful. Hyundai is more about style and comfort: more upmarket. If you think Hyundai is more like VW then Kia is more like Seat."
In 2011, Kia sold 71,930 units of the Cee'd, down 22.4 percent on the year before, according to market researchers JATO Dynamics. Sales of the Hyundai i30 fell 11.8 percent to 101,328.