Cee'd of success; in association with fish4 a matter of OPINION.

Byline: By Alistair Coull and Val Jessop

DESIGNED in Europe, built in Europe and sold only in Europe. Kia's new cee'd is totally focused on customers in what is now the Korean car firm's core export market.

In the UK, Kia say it is the most important car they've ever launched. A replacement for the Cerato, it is the catalyst the company hope will push them on to a 3% overall UK market share and 100,000 sales a year.

If there is one thing that might hold them back, it's the name. So why cee'd? To emphasise the car's Euro credentials, they've borrowed the initials of the European Economic Community, or CEE as it's known in many countries, added ED for European Design, knocked out the third E and replaced it with an apostrophe.

Now you know, but only time will tell if it sticks in people's minds like arch-rivals Focus, Golf, Astra, Civic or Megane.

It will be a shame if the name puts off potential buyers before they even look at the car. Past Kias may have been in the cheap and cheerful bracket, but recent models such as the Picanto and Carens MPV have shown that Kia is catching up fast in terms of quality and finish.

The cee'd comes in three trim levels - S, OS and LS - with a choice of petrol or diesel engines.

The petrol units are a 103bhp 1.4 and a 120bhp 1.6, while the diesel is a 1.6-litre unit with either 90 or 115bhp. A more powerful diesel will join the range soon. The car tested here is the 115bhp diesel in top-of-the-range LS trim, with a pounds 14,295 price tag.

Get behind the wheel and it's obvious that Kia has made a huge leap forward. The cee'd feels taut and agile, and the light, slick controls make it easy and pleasant to drive. It may not be as involving to drive as a Focus or as refined as a Golf - but it's not far off. The 1.6-litre diesel engine is a very willing motor with plenty of pulling power throughout the rev range. It returns 60mpg but, as it is priced up to pounds 1,000 more than the petrol, which returns 44mpg, you have to be doing high mileage to justify paying the extra cost through fewer visits to the pumps.

Kia has set new standards for itself in the finish of the interiors, with high-quality materials and smart switchgear. Controls are easy to use and there are steering wheel-mounted stereo buttons.

Rear passengers will have plenty of head and legroom and there's a large, easily accessible boot.

Budget manufacturers sometimes cut corners when it comes to safety equipment, but the cee'd comes fully equipped with front, side and full-length curtain airbags as standard across the range.

Unusually in this class, active front head restraints are fitted to reduce whiplash in a rear-end shunt. Electronic stability control is only an option, however, as are front and rear parking sensors.

Pricing for the cee'd may no longer be at the bargain basement levels of earlier models, but still undercuts mainstreamrivals.

The car tested is the flagship model, yet costs little more than an entry-level Focus. Yet it comes with a kit list that includes climate control, alloy wheels, electric windows, half leather upholstery and a MP3 compatible stereo.

KIA has strived to shake off its cheap and practical image but it's the European-built cee'd family car offering which is the most convincing in the quality stakes to date.

The Koreans' endeavours have been well-rewarded with this quirky-sounding family contender aimed at the core of the highly lucrative C-segment.

The company has ensured that its newfactory in Zilinia, Slovakia was equipped with the latest high-speed, automated technology and rigorous quality monitoring and the results are impressive, particularly on paint finish but more so on the robust, solid fixtures and fittings: doors shut with a reassuring dampened "clunk", and handles and switchgear felt stout and easy to use.

And this week the Korean vehicle manufacturer gets another feather in its cap - clinching a 5-Star safety rating in the latest Euro NCAP crash test results.

But perhaps the biggest talking point is the ground-breaking seven-year or 100,000 mile warranty that covers the drivetrain, while the rest of the car is covered with a five-year warranty.

That's two years longer than any other car on sale and the good thing is that the warranty is transferable to subsequent owners, giving the cee'd a distinct advantage over main rivals which can only boast three years cover.

Not a bad start for the cee'd.

It's a pity about its name, though, because it doesn't exactly roll off the tongue and certainly raises eyebrows here in the UK.

Name debate apart, the cee'd hatchback on test was a neat affair - but offered generous cubic capacity and a light and airy spacious cabin which was pleasant to spend time in. Ample glass area also ensures good visibility all round.

It was powered by a fairly athletic 115bhp, 1.6-litre diesel unit and though its overtures weren't too vocal, I had expected the engine noise to be a little more subdued.

But who's going to be picky about a fewdecibels when the engine rewards you with an impressive 60mpg?

The cee'd profile is neat and very modern looking and it's difficult not to make comparisons with the Ford Focus, one of its main rival, but it manages to retain an individual enough look.

With the raft of obvious safety equipment and measures, including wall-to-wall safety bags in the front, it's not difficult to see how the cee'd has scooped this week's safety crown.

With 'five stars' for adult protection, 'four stars' for child protection and 'two stars' for pedestrian protection, it puts the cee'd among the C-segment's safest cars.

Kia cee'd 1.6 CRDi

ENGINE: 1582cc 4 cyl 16V CRDi 115bhp@4000rpm 190lb/ft@ 1900-2750rpm

PERFORMANCE: Top speed: 116mph 0-62mph: 11.5 secs

ECONOMY: Combined 60.1mpg CO2 EMISSIONS 125g/km

INSURANCE: Group 6

PRICE: pounds 14,295