Fast Facts

Verdict:
Everything you want and need, the Cerato Forte is the best buy of the year

Handsome looks, smooth engine and transmission, quality interior fit and finish

Vague steering feel, badge could work against it

With good looks, competitive pricing along with an impressive dynamic balance the new Cerato Forte is Kia’s ticket back to big time sales

By Justin Lee

2009 could be the year that Kia finds mainstream success. The brand is synonymous with churning out cheap and cheerful cars and it has for quite some time been parent company Hyundai’s poorer relation. But this is all set to change as it fires off its first salvo at capturing buyer attention with a new branding strategy that emphasises the Kia’s commitment to producing cars that are well designed, high on safety and packed with technology. Besides changing public perception, a slew of exciting new models will be launched to revitalise its current line-up that has been the automotive equivalent of white goods.

If you discount the fact that Kia’s brand rejuvenation actually commenced in Europe in 2006 with the cee’d small hatchback, the first model off the starting block is the Cerato Forte and our first impressions upon laying eyes on it are very favourable. Styled by Peter Schreyer, Kia’s German chief design officer who was formerly at Audi and Volkswagen and who was instrumental in shaping the original Audi TT, the Korean brand’s small sedan is a handsome beast. Sporty and dynamic looking, it premieres Kia’s new design language and corporate grille. With plenty of clean taut surfacing the Cerato Forte’s looks are a complete turnaround from its predecessor’s sometimes fussy styling. Kia opted for clean and strong here: take the character line that runs from the base of the A-pillar to the rear of the car for instance.