Kia's history in the UK began in 1991 when the South Korean manufacturer first imported cars to Britain. The first models sold were the Pride compact car and the Avella hatchback. With cut-price economics but uninspiring quality, Kia got off to a slow start in the UK. The 1991 Kia Pride earned the title of Britain's cheapest new car at £3,999. 

Kia invested in UK operations in 1993 by setting up sales centres across the country. It expanded its model range with small city cars like the Picanto and larger vehicles including the Clarus saloon. However, Kia continued to be perceived as a 'cheap and cheerless' budget brand during the 1990s. Its cars lacked the quality and reliability needed to compete with established Asian rivals like Toyota.

 The 2000s marked a major turning point for Kia's reputation in Britain. The company focussed on design and engineering, appointing renowned car designer Peter Schreyer. He refreshed Kia's vehicle styling with Germanic precision and attention to detail. Build quality, driving dynamics and efficient engines also improved dramatically.

 Important new models arrived like the cee’d hatchback and Sportage SUV. Kia began offering industry-leading long warranties of up to 7 years to convince buyers of its reliability. The tactic proved successful alongside glowing reviews for cars like the stylish new Sorento SUV. By 2010 Kia overtook established brands to become the UK's fastest growing car company.

 Kia invested £100 million in new UK company headquarters which opened in 2016. Local assembly also began at Kia's European plant in Slovakia producing models like the Sportage for British buyers. Kia has launched ground-breaking electric and plug-in hybrid powertrains in recent years as part of its 'Plan S' strategy.

 Flagship eco-friendly cars include the Niro hybrid crossover and e-Niro all-electric SUV. The contemporary new Sportage demonstrates Kia's European design flair with a high-tech interior. Kia has also moved into upmarket territory with the luxury EV6 electric car and sporty Stinger grand tourer.

 From a virtual unknown in the early 1990s, Kia has risen rapidly to become an established top 10 bestselling car maker in Britain today. Strong product design, improved quality, sharp marketing and a leading EV range have transformed the Kia brand. For many British buyers, Kia now competes head-to-head with automotive heavyweights like Volkswagen.

 In summary, Kia's history in the UK tracks an extraordinary journey from niche importer selling on price to a mass-market manufacturer respected for quality, style and technology. By targeting changing buyer demands and investing in product and facilities, Kia has earned a firm foothold in the competitive British car market. With more new EVs coming soon, Kia's growth story in the UK looks set to continue.

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