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Kia Renews its Remarketing Deal with British Car Auctions

February 06, 2013

Kia has renewed its two-year remarketing deal with British Car Auctions (BCA). In addition, the automaker is working with BCA in utilizing both physical and online remarketing channels to sell used Kia vehicles direct to the dealer network and approved non-franchised buyers, supported with a multi-point marketing program. BCA will maximize buyer engagement across the Kia auction program, integrating online and offline buyer marketing activity to drive both brand awareness and tactical promotion of the program, according to Kia.

The renewed program commenced with the first in a monthly program of sales at BCA Measham on January 15. The event attracted more than 50 Kia dealers and approved buyers who bid strongly on a selection of cee'd, Picanto, Rio, pro_cee'd, Sorento, Sportage, and Venga models, as well as marking the auction debut of the new Optima. Over 90 percent of the cars sold for an average of 101.2 percent of CAP Clean, with eight Optima's being offered and sold for 103 percent of CAP Clean.

"BCA offer an innovative and ‘joined-up' approach to remarketing, and are particularly in tune with Kia's brand values. BCA's online offering is impressive with the Live Online service delivering genuinely incremental buying power and this, together with the wide range of complementary services offered by BCA, was instrumental in the decision to renew our close working relationship for a further two years,” commented David McCluskey, National Used Vehicle Sales and Remarketing Manager, Kia Motors UK Limited. “With the continued demand for more economical motoring and the pressures on household budgets, the Kia range continues to generate massive interest among motorists and we are anticipating a steady growth in the volume of Kia cars being offered through this remarketing program.”

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