Driving seat: A matter of Opinion: Baby, you look good.

Byline: Alistair Coull and Val Jessop

TRYING to come out on top in the hard-fought supermini sector either calls for the best weapons around - or clever marketing tactics.

Kia is not stupid enough to believe the Rio can succeed against the likes of the Skoda Fabia or Fiat Punto in a head-to- head contest so it has gone for the second option - banking on a value for money breakthrough.

The Rio is pitched at supermini buyers but its size is very close to that of the Hyundai Accent which, with a similar value package, is making considerable inroads into the small hatch sector.

So although the Rio doesn't stack up for quality against the current supermini stars,it does offer better head and legroom.

The Korean car maker has also made a decent stab at the styling of the new Rio. The front is nicely rounded with large headlights which curve around the front corners and there's a welcome absence of chrome and fussiness about the grille - unlike the new Magentis which will be subject of a road test soon.

From the side, theRio doesn't look unlike the last generation Nissan Almera,giving it a small estate car- like appearance - borne out by the large amount of loads pace behind the 60/40 split rear seat.

The Rio comes with a choice of two engines - 1.3 and1.5- litre. The test car was powered by the larger 16- valve motor which produced 95bhp and returned reasonable economy of almost 41mpg in the combined cycle.

I didn't think it was as refined as some European and Japanese rivals, making quite a racket at motorway speeds and almost drowning out the radio completely unless it was turned up really high.

Since it was first launched in the UK,Kia has sold nearly 7,000 Rios, accounting for 40pc of sales and making it the most popular Kia car on sale in Britain.

It has succeeded on the strength of doing simple things well - a philosophy that continues with the new model and which should capture more sales in the months ahead.

Dynamic improvements to the way the Rio drives are aimed at encouraging keener, younger drivers into the marque without alienating those just interested in getting from A to B. So far, theRio has appealed to older motorists but Kia hope the new model will mean the age profile of customers will fall.

The suspension changes result in a more comfortable ride and better handling but I thought the steering was still a bit too vague when cornering even moderately quickly.

There is also a 13pc improvement in braking performance,achieved by using larger front discs,calipers and pads and rear brakes with thicker linings and drums. The SE-specced test car also has ABS with electronic brake force distribution.

Inside the Rio, there is reasonable space for four and credit where it's due,Kia has tried hard to ins til some quality into the dashboard and fascia.Unfortunately, thereis still too much grey plastic,and although there has been dramatic improvement in quality,it is still a fair way off the class average.

Which brings me back to value for money. The SE test car costs pounds 8995 which Kia says is at least pounds 1000 less than its nearest rival plus there is the benefit of the three year, 60,000-mile warranty. The Rio may still be out- classed but the low price adds upIF you want a snappy, supermini that is roomy,presentable and one of the cheapest in its class, then Kia's new baby Rio is certainly worth investigating.

At a fiver under pounds 9,000, the top-of-the range1.5SE-- which comes with standard features likely to count as extras on other models - makes a whole lot of sense. And if you go for the entry,1.3 version, then you are talking of a price tag of just under pounds 6,000.

Granted, theRio doesn't have the same pulling power as the top notch `designer labels' in terms of kudos, but then you are getting a hatch back which is highly practical as well as cheap to buy and cheap to run.

Admittedly, the interior is a little lacklustre. The upholstery is uninspiring though the fascia and switchgear is neat and accessible enough. And while quality may not quite equal that of the Volkswagen/Skoda and Ford/Fiat prima donnas of the class, the build of the latest Rio easily matches a good number of Euro cars.

The 1.5SE test car,in its revamped form, is a big improvement on its predecessor, presenting a stronger and more modern image,aided by a bolder grille and raised bonnet line sculpted into a smooth silhouette. New 14-inch wheels also help significantly to bring the Rio bang up to date.

Other revisions include nicely-shaped and generously-sized front light clusters and the overall effect is a thoroughly modern compact hatch which is impressively spacious - offering leg and headroom and loads pace that beats that of its closest rivals. The 1.5 is a decent performer and even when put under duress the 95bhp unit doesn't make excessive overtures. The 95bhp engine responds sweetly and willingly and the Rio offers a surprisingly comfortable ride. However, travelling on rough and ready surfaces , you can soon detect chassis chatter.

Changes to the front and rear suspension has resulted in better equilibrium and improved handling, so that the Rio sits altogether better on the road while it cuts through corners with the greatest of ease and composure.

The hatch's steering is light and breezy - though not too fly away - and up rated brakes have achieved a reasurring 13pc improvement in stopping distances.

All this and the 1.5can boast a frugal diet, too,easily returning over 40mpg in the combined government fuel consumption rating.

Of course, there's always a price to pay for everything and though the Rio is an incredible good-value-for-money package, the downside is that its residual value is likely to be on the low side.

But it's swings and roundabouts. If you put more investment into the `designer label', you will get good results when you come to sell - but of course you have to fork out more at the beginning. Kia has obviously aimed at the new Rio at the budget-conscious buyer and with an exceedingly good warranty - three year/unlimited mileage, six year anti- perforation and three year Eueopean roadside assistance - it is a package that's hard to ignore.

The only disappointment is that the Rio only comes with one airbag. A passenger side air bags isn't even available as an option. To me, that's a serious omission and one that Kia should address urgently.

Kia Rio 1.5 SE

Engine: 1493 cc 4-cyl DOHC 16V 95bhp@5500rpm

Performance: Top speed: 109mph 0-62: 12.3 secs

Economy: Combined: 40.9mpg

Emissions: CO2: 163g/km

Insurance: Group 6 Price: pounds 8995OTR 

CAPTION(S):

A nice caption saying how good the new Range Rover V8 HSE really is