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Kia Goes Digital in the U.K.

U.K.’s fifth largest car manufacturer commits to digital

The Korean Hyundai Kia Automotive Group has committed to moving to digital radio as standard across most of its Kia models in the United Kingdom, according to an announcement made by Digital Radio UK at the IBC conference.

The Kia Soul was launched with digital radio as standard, and there are plans to upgrade other models with digital radio, including the popular Kia Sportage in 2014.

Hyundai and Kia have a combined U.K. market share of 6.6 percent; Kia alone has a 3.2 percent share.

Currently, 55 percent of new car registrations in the UK feature digital radio as standard, and 61 percent of British consumers listen to digital radio in the car.