Kia unveiled the striking new C'eed concept car in Geneva, which will be aimed (in production format) at cars such as the VW Golf, Renault Megane and Ford Focus. Kia's new C'eed concept is tipped to go on sale in Britain early in 2007, though we're not so sure that buyers of the more established hatches will warm to the Kia brand so quickly. In production format, the C'eed is to be the Korean maker's first European produced model, apparently going into production after launch at the Paris Show in September.

The Cee'd concept features a classy appearance with flowing lines and a wide, sporty stance. The interior is particularly sporting, though not too futuristic to reach showrooms soon.

"Our design brief was to create a 'teaser' for the all-new Kia which has been designed entirely in Europe and will make its world premiere at the Paris Show in September," explained Gregory Guillaume, chief designer of Kia's European design centre.

"We wanted to make the Cee'd as beautiful, as exquisitely detailed and precisely executed as possible. We wanted to introduce this concept as the starting point for the new design DNA for Kia, to highlight that this car is designed in Europe and made in Europe, to fulfil 100% of European customer needs."

Kia says that the concept car is named Cee'd for two reasons. "CEE" to symbolise that both the concept and the forthcoming production model are "made in Europe", and to represent the "seed" for future growth in Kia.

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