Kia Motors UK’s new managing director has signalled an end to the pile ‘em high, sell ‘em cheap adventure that saw the South Korean brand become the fastest growing car company in the country.

It was a strategy which worked well when the Koreans took over the UK sales operation from importer MCL at the end of 2002.

Last year sales started to decline, however, and this year has seen sales nosedive 27 per cent as Paul Philpott and his new management team re-align Kia’s image.

“We have got to be more confident in our products and the sales and marketing message that we put out,” said Philpott, who has been in the Kia hot seat for six months.