Top Gear takes to Kia

The popular Top Gear television show has replaced its "reasonably priced car" with a new Kia. After years lampooning the brand, the show has swapped its Chevrolet Lacetti for a new C'eed 1.6 manual hatch, which has just made its first appearance in the latest series of the hit show.

Although it is not sold in Australia, Kia Australia spokesman, Kevin Hepworth, says the Korean brand's involvement in the show is welcomed. "We're certainly happy to be associated with such a huge rating show," he says.

"Obvously because of the show's reputation it raises our profile even if the C'eed is not sold here." Hepworth says the C'eed still remains unlikely for Australia, because it is built specifically for Europe and would be too expensive as an import.

According to Top Gear, the C'eed was put through its paces by The Stig at the program's Surrey test track before Kia was asked to provide three identical red cars for the latest series.

"The last time Top Gear paid us any attention I think they tried to build one of our cars out of washing machines, so this is quite a step forward in their understanding of just how Kia has changed over the last six years," Kia UK's communications director, Stephen Kitson says.

The C'eed has become a strong player in the mid-sized family car market in the UK. "Just this year JD Power named it best small-medium car in their annual quality survey, so it should stand up well to anything the star guests can throw at it," Kitson says.

Previous Top Gear cars were the Suzuki Liana and the Chevrolet, which was sold in Australia as a Holden Viva and Daewoo Lacetti. Proton also had some success in lifting its profile locally when its Satria hatch was used in the Australian Top Gear series. Former V8 Supercars champion Mark Skaife got behind the wheel of a Satria as a celebrity driver in last year's local show.