What is it?
The Kia Proceed is the third bodystyle to be added to the new Ceed range, following the more conservative-looking five-door hatchback and estate. It’s here in lieu of the old faux-coupé Procee'd three-door.
Kia’s research suggests that station wagon sales will grow over the next few years and be particularly strong for those cars featuring some extra emotion in their design. It predicts a 20% share of overall Ceed sales for the shooting brake, with the five-door and more conventional estate bodies accounting for 25% each, leaving the as-yet-unseen Ceed SUV to make up the remaining 30%.
The Proceed isn’t a shooting brake in the classic sense, in that it’s not an extended-roofline version of a two-door sports coupé, or sold in limited numbers at ridiculous prices. Instead, it's in the same vein as the Mercedes CLA shooting brake. And although the Mercedes wasn’t the sales smash hit that might have inspired a league of imitations, Kia noticed that Mercedes sold it at a 25% premium relative to its nearest rivals and felt encouraged enough to sign off the project and do things differently.
This Kia's bodywork shares nothing but its front wings and bonnet with other Ceed variants. To create the shooting brake silhouette, the Proceed’s designers made the windscreen angle 1.5deg ‘faster’ (or more steeply raked) than that of its sister models and the roofline 43mm lower, while the rear window is raked at almost 65deg off the vertical, making this car look much more like a fastback than a conventional wagon. Overall, it is just 5mm longer than the wagon and its wheelbase and width are the same as other Ceed derivatives'.