02/07/2010

Up to Derbyshire again for Kia: not many people here, and the talk before the auction was all about how we might well be in Recession 2: The Return, everyone's depressed about the football, the economy, the summer's wasted, it's too hot, it's all going to hell in a handcart ...

... and the auction went splendidly.

There are a few factors to consider here. The first is that you only need one buyer to sell a car - they just have to be buyers, and not there to watch. The second is that Kia have played a good strategic game, restricting the stock online so that if you want certain models you just have to get up off your Recaro and go to the auction. The third, and probably key, is that the brand are in the right place at the right time: if we are in Recession The Sequel, buyers will want to make a value-for-money choice rather than what they usually do, and they'll want others to think that they know something the rest of us don't. Offering 0% finance and long warranties helps tip the undecided.
Interestingly, and in line with this, the only slightly weaker performer was the Pro-cee'd. Three doors and a bit of sportiness is just an indulgence too far.