Proceed GT: Kia Australia Shooting For Triple Figures

Mike Stevens | Jul 12, 2014

Australia’s response to Kia’s first-ever three-door hot hatch, the new Pro_Cee’d GT, has left the company’s local arm a little underwhelmed.

Fact is, it’s a good car. It’s a great car, really, and a sterling first go at the segment. But with just 190 sales since its March launch, Kia admits the Pro_Cee’d GT is not where it needs to be.

Where’s the problem, then?

Speaking with press this week, Kia Australia’s new Chief Operating Officer, Damien Meredith, admitted the company has not put the legwork into promoting its most exciting product.

He’d know. Meredith has been on the job at Kia for just six weeks, but he comes from stablemate Hyundai, whose hero Veloster (1633 sales year-to-date) is running rings around both the Pro_Cee’d GT and the two-door Cerato Koup (341) combined.

“Pro_Cee’d is a halo car for us, and we haven’t done enough with it at this point in time. We need to highlight that vehicle,” Mr Meredith said.

“It’s a car that gives us that youthfulness we push for, it has the halo effect”.

Those comments were accompanied by a frank discussion of Kia’s underperforming Cerato range, currently languishing at 11th place in the small-car segment.

Like the Pro_Cee’d, Mr Meredith believes the Cerato “deserves a lot better than that”.

He hopes to push the volume-selling Cerato to 5th place, leap-frogging the likes of Mitsubishi’s ageing Lancer, Hyundai’s Elantra (the i30’s sedan sibling), Honda’s Civic range and Nissan’s new Pulsar models.

Mr Meredith’s goals for the for the Pro_Cee’d GT are less ambitious, but he does expect monthly sales to eventually sit at around double its results for June.

“Goal with Pro Cee’d is to sell around 100 a month, and we’re well short of that right now,” he said.

“It’s time for the consumer to understand that we’ve got a fantastic product, it’s put together with high quality and that’s where we’ve got to focus”.

The addition of an automatic transmission - such as the company's new seven-speed dual-clutch unit - could also work to boost sales. At this point, Kia has yet to confirm plans in that direction.

The Australian market has a proven preference for automatic shifters, and the absence of such an option has put the Pro_Cee'd GT behind the eight-ball.

But, if Kia can retrace its steps to the campaign that saw the Pro_Cee’d GT lock in 68 sales in March, it would be well on its way to reaching Damien Meredith's goals.

MORE: Kia Pro_Cee'd GT News and REVIEWS
MORE: Kia Australia To Promote Product Values In Hunt For Sales

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Filed under: Kia, News, kia pro cee'd, kia pro cee'd gt, comment, damien meredith

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  • Graeme says,
    2 months ago
    Kia need to build more "heritage" before these trendy niche market cars will gain any momentum
  • Nathan says,
    2 months ago
    1 like
    If I didn't read car news I wouldn't know that this car even exists. Try advertising if you want sales.
  • jing713 says,
    2 months ago
    3 likes
    Do you know why?

    It's because it's too expensive.

    bleh
  • luke says,
    2 months ago
    1 like
    The market for premium priced 3door manual cars is extremely limited. Only the best in class will sell being the Fiesta ST and 86/BRZ. Needs auto and 5door... Or a big price drop.
    • jing713 says,
      2 months ago
      1 like
      The market for premium priced 3door manual cars is extremely limited. Only the best in class will sell being the Fiesta ST and 86/BRZ. Needs auto and 5door... Or a big price drop.


      Big price drop please smile

      Pricing competition is good for the consumer laugh
    • MotorMouth says,
      13 days ago
      Sorry, Luke, but the GT is much faster than an 86/BRZ. Motor did a direct comparison and the GT left the 86 in the dust, after a previous comparison in which it left every other small car in it's price bracket in the dust. At 30 grand it is the performance bargain of the year.
      • FrugalOne says,
        10 days ago
        Sorry, Luke, but the GT is much faster than an 86/BRZ. Motor did a direct comparison and the GT left the 86 in the dust, after a previous comparison in which it left every other small car in it's price bracket in the dust. At 30 grand it is the performance bargain of the year.


        But its still a kia....

  • Pauly says,
    2 months ago
    3 likes
    No Automatic = No Sales.
    Simple.

    It doesn't have street cred to fall back onto to sell it like its competition does. Kia Australia should be asking head office to get an automatic transmission into the car as an option ASAP.
    • Ken says,
      2 months ago
      1 like
      I agree not having automatic can limit sales but there are other reasons.

      Considering its their halo model the proceed GT doesn't even have sat nav when most of Kia's range does as standard. There were reports sat nav would becomes available mid year however nothing has been mentioned.

      Dealers and head office don't know if/when it will be released so its like a bunch of headless chooks running the show. Which doesn't give the market much confidence when something basic like sat nav for a premium car is considered standard.

      This and price as mentioned by others!bleh
      • MotorMouth says,
        13 days ago
        Price? Name something that offers as much for less. It's already an absolute bargain, price is definitely not the issue.
        • FrugalOne says,
          10 days ago
          Price? Name something that offers as much for less. It's already an absolute bargain, price is definitely not the issue.


          correct, the brand is...

    • Ken says,
      2 months ago
      1 like
      I agree not having automatic can limit sales but there are other reasons.

      Considering its their halo model the proceed GT doesn't even have sat nav when most of Kia's range does as standard. There were reports sat nav would becomes available mid year however nothing has been mentioned.

      Dealers and head office don't know if/when it will be released so its like a bunch of headless chooks running the show. Which doesn't give the market much confidence when something basic like sat nav for a premium car is considered standard.

      This and price as mentioned by others!bleh
  • TomW says,
    2 months ago
    I think this would be a good alternative to the manual Veloster Turbo. At least it's symmetrical.biggrin
  • MattJelonek
    MattJ says,
    2 months ago
    1 like
    I'm still surprised to see automotive manufactures introducing Manual only cars first to the market in Australia... each time one does this, they know sales will be slow.. Stop continuing this repetitiveness as it doesn't make sense! Have both Auto and Manual at first sales... laugh
    • Markac says,
      2 months ago
      2 likes
      Yo can't blame Kia Australia as no auto option is available on the Pro_cee'd/Cee'd GT models until next year, when the 7 speed dual clutch will likely make it's debut. The Pro_cee'd GT was lauched mid 2013 in Europe. If Kia (Australia) had waited until mid 2015 to launch the Pro_cee'd GT in both manual and auto versions there would be complaints that the car is 2 years old. So I doubt if Kia Oz could win whatever it chose to do. Australia is the only country outside of Europe to get the GT and Europe prefers manuals. Just be patient, the auto box will come next year and probably the 5 door Cee'd GT too. In the meantime be thankful we got the car so soon after it's European launch.smile
      • MattJelonek
        MattJ says,
        2 months ago
        I actually don't care... I won't buy a KIA... but they have become eye-catching laugh
        • FrugalOne says,
          10 days ago
          I actually don't care... I won't buy a KIA... but they have become eye-catching


          I don't think anything is wrong with them in the mechanical sense, just they are a bottom feeder entry level product, yet they want quasi top JAPPER like coin, silly priced.

  • pro-logic says,
    2 months ago
    1 like
    Will make it simple for Kia.

    Put in the new 7-speed auto in it and you'll have a sale before it's even hit she showroom floor.
  • hammer
    Hammer says,
    2 months ago
    5 likes
    Price & lack of marketing are some of the key issues Kia have.

    They just don't have the brand equity yet (nor the street creed) to be charging those sort of money. There are just far too many competition in the market with better brand desirability in the same price bracket to get away with that sort of pricing, no matter how good looking it is.
  • martin says,
    2 months ago
    dorky styling about the lower rear bumper and front lower light clusters. mild model Kias look much better.
  • FrugalOne says,
    2 months ago
    2 likes
    +MAYBE+ because its the same coin as a vastly superior Japanese BIG.T[tm.F/0] GT86? laugh
  • Sean says,
    11 days ago
    My 2010 Cerato hatch is the 2nd KIA I have bought new.
    I love it & I love the brand. I plan on updating within a year. I had the Pro Ceed in mind, hence the reason I'm on here now. They are simply too expensive though. I will probably aim for a second hand one next year, if there are any available. I too reckon the problem is the price.

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