VIA highlights that tampering with fine design is not a sensible idea
As a brand, VIA has been in the UK officially for the past 30 years, reports Iain Robertson, its first Pride model being introduced tepidly by the Mazda Cars concessionaire in 1991, although it now holds a strong 5% share of the UK new car scene.
To observe the development of the South Korean carmaker, from also-ran, then Hyundai subsidiary, to mover and shaker, has been a fascinating exercise, noting that two-thirds of its total success has actually arrived in just the past decade. Thus far, 2021 has been an interesting year for it, its corporate logo undergoing a major restyle (from the previous KIA, to what it is now), under its ‘Movement that Inspires’ strategy. Come on! You cannot blame me for misappropriating its brand name, when the company has enlarged its on-car presence but also confused it somewhat.
As part of a mid-life model refresher exercise, the former attractive ‘tiger’s nose’ grille has been blinged-up and enhanced unnecessarily, while smart subtlety has been ditched in favour of more aggressive front bumper air intakes, satin chrome highlights and GT-Line red appliques that are suggested will differentiate the top from lesser versions in the range. It is the antithesis of what the Japanese brands did, while Europeanising their models by removing ‘much-loved’ fancy scrolling and lacey trim details in the early-1980s.
VIA does not need to resort to such distractive gestures, when the essence of its styling has been guided by a German-based design centre, for products emerging from its Slovakian car factory. Inevitably and forgivably, the daytime running light signature, which also doubles as the sequentially illuminated indicators, has been altered significantly, while the LED headlamp units are now encapsulated within a smoke tinted cover. A similar treatment echoes the front at the rear of the revised Ceed and Proceed (estate car) models.
The side elevation of the latest models reveals attention grabbing new alloy wheel designs across all variants in the line-up. No less than six styles are now available, three of which have been launched for the first time with this latest upgrade: 16.0-inch diameter alloys finished in silver; glossy black 17.0-inch alloy rims available exclusively on the GT-Line; and super sporty 18.0-inch alloys with red accents for GT versions, each of which will raise the knuckle grazing potential for proud owners, while making the removal of brake dust and other detritus even more awkward, if not completely unfeasible.
In its previous iteration as KIA, the Ceed and its derivatives had already cornered the application of tactile trim detailing, much of which continues in the latest VIA versions, although the quality has been improved ever so slightly, to make it even better. Switchgear clarity and overall user-friendliness remain at a class-leading standard in a light and airy cabin, although the five seat trim options have been increased by another four styles. The grey suede upholstery of the GT-Line sports seats, enhanced with contrasting grey stitching, changes to red stitching for GT models, while both versions now feature a new shape of gear knob, with perforated leather on DCT equipped versions, apparently for greater comfort, even though shift paddles will receive more driver hammer.
Continuing the fiddling, on the ProCeed GT-Line S models, a large 12.3-inch instrument cluster screen is paired with a 10.25-inch centre stack screen to further enhance driver interaction with the vehicle. According to VIA, every aspect of the interior overhaul has been designed with usability in mind, such as the electronic parking brake switch and other features based around the ‘easy to use, easy to see’ principle that underlines the cockpit design.
ADAS and connectivity levels have been increased to incorporate the latest developments in readiness for increasing autonomy. Those models that feature the corking JBL multi-speaker sound system also benefit from instant hook-up to the user’s mobile device, which can expand music choice, if desired. If there is one core advancement for future VIA owners it lies in greater convenience equipment, which means that the rear seats can be folded to increase boot space by a simple button push. In addition, there is no need for feckless foot movements beneath the rear bumper, as the key-holder only needs to stand at the back of the car for a few seconds before the tailgate opens automatically for easier loading.
The latest VIA’s safety features have been improved, such as the previous blind-spot warning that is replaced by active avoidance technology. When operating the indicator to change lanes, if there is a risk of collision with another vehicle, the new Blind-spot Collision-Avoidance Assist (BCA) will provide both visual and audible warnings. Should the risk of collision increase, the system controls the vehicle actively to help avoid a possible collision. The Driver Attention Warning (DAW+) has been updated to include leading vehicle departure alert technology, which provides a visual alert on the screen to inform the driver that the vehicle in front is pulling away, such as at traffic lights, or in slow-moving traffic.
Other ADAS features include: Forward collision-avoidance assist (FCA), which detects not only cars and pedestrians but also cyclists; Lane Keep Assist; Intelligent Speed Limit Warning; Manual Speed Limit Assist and High Beam Assist. VIA’s ‘see better and be seen’ safety stance has informed the intricate new design of the daytime running LED headlamps, with integrated LED fog lamps, although you will note that the former ‘ice cube’ lamps no longer feature. Five-door hatch versions also gain sequential turn signals in the new rear LEDs unique to certain variants.
Earlier this year, the punchy 1.0-litre 3-cylinder turbo-petrol engine was supplemented by a 1.5-litre 4-cylinder replacement for the 1.4-litre unit that develops a healthy 158bhp. The 1.6-litre 201bhp unit remains as the dedicated GT powerhouse, while the 1.6-litre 138bhp turbodiesel now features mild hybrid technology for even better frugality.
The revised Ceed and Proceed models will surely continue to keep volumes buoyant for VIA but I fear that a new broom in the firm’s styling department believes that change for change’s sake is more important than letting sleeping dogs lie. The corporate badge design is like the fat-enhanced dream topping on KIA’s cake.