Kia Proceed 2.0 CRDi (2008) CAR review

Stupid names for cars aren’t new. We’re had the Nissan Gloria, the Ford Probe and the Mazda Bongo Brawny van after all. But in the long roll call of daft designations, the Kia pro_cee’d (note the lower case ‘p’, the underscore and apostrophe) takes top prize. The pro_cee’d is the three-door sportier version of the cee’d, the new European-built Kia five-door hatch.

The cee’d name, should you be wondering, comes from the car’s French designer (Gregory Guillaume) who – mindful that this is a European designed and built car – decided on calling it after the French for EEC: CEE. Then he added ED (for European Design). Because ceeed would have been an even stupider name, the enterprising Guillaume apostrophised it to cee’d. And the ‘pro’ bit for the new three-door variant? Well that just sounded good, or so someone thought. So to what is probably the least desirable car brand in Britain – Kia – add probably the daftest model name. Brilliant.

OK but is it any good?

Yes it is. Forget about all those horrible old Kias of a few years ago (and even the new Korean-built ones have price as their main virtue). The cee’d hatch and this new model, the three-door pro_cee’d, are European standard cars in all but name. Designed by Kia in Germany, built by Kia in a high-tech factory in Slovakia.

The Proceed (can we forget about all the crazy punctuation please?) looks good in a slightly Euro-derivative way (think three-door Astra but with a bit less jewellery). It’s lower and longer than a cee’d; only the bonnet and front wings are borrowed. Proportions are excellent, stance is good. Build quality is also first rate. And the cabin is minimalist mix of nicely tactile plastics and alloy trim. It’s one of the nicest interiors in the Golf-sized hatch class. A first for a Korean car.