Kia UK has announced significant changes to its senior management team as the brand positions itself for continued success in 2025 and beyond. Effective from 3 March 2025, Steve Hicks will assume the role of Marketing Director, while Sanka De Silva will step into the position of Sales Director. These strategic appointments align with Kia’s forward-thinking ‘Take the Lead’ strategy, which focuses on a major electrification push and the company’s entry into the light commercial vehicle (LCV) market.
Driving Growth: Steve Hicks Appointed as Marketing Director
Steve Hicks, who has played a pivotal role in Kia UK’s sales growth since joining in 2017, transitions from Sales Director to Marketing Director. Under his leadership, Kia’s annual new car sales surged from 93,304 in 2017 to a record-breaking 112,252 in 2024. Hicks has been instrumental in enhancing dealer satisfaction and strengthening Kia’s retail and fleet networks.
In his new role, Hicks will oversee Kia UK’s marketing strategy during a transformative period for the brand. With the largest-ever lineup of new electrified models launching in a single year and an increasing focus on sustainable mobility, Hicks is poised to lead Kia’s product positioning and brand communications.
“Kia is at a pivotal moment right now, as we enhance our position as a leader in electrification and build on our range of customer-centric electrified vehicles,” said Hicks. “The trust and engagement of our customers have always been key to our success, and I am honoured to lead Kia’s marketing strategy to further elevate the brand in the UK.”
Expanding Horizons: Sanka De Silva Appointed as Sales Director
Sanka De Silva, who has been a driving force behind Kia UK’s brand transformation and marketing success, takes on the role of Sales Director. Since joining Kia UK in 2017, De Silva has led strategic dealer marketing communications and spearheaded the company’s transition to electrification. With extensive experience in commercial and sales roles across the automotive industry, he is well-equipped to drive Kia’s sales function forward.
De Silva’s appointment comes at a crucial time, as Kia enters the LCV market with the highly anticipated, fully electric Kia PV5. His leadership will be essential in broadening Kia’s customer base and ensuring sustainable sales growth.
“I am thrilled to be taking on this new position at such an exciting and evolving time for Kia,” said De Silva. “Our entry into the LCV market and the shifting industry landscape present real opportunities for growth. With a strong product lineup, a committed dealer network, and a positive sales trajectory, I am eager to lead Kia’s sales function to new heights.”
A Unified Vision for Kia UK’s Future
Both Hicks and De Silva will retain their positions on Kia UK’s executive board of directors, continuing to report to Commercial Director, Simon Hetherington. Their appointments reinforce the stability and consistency of Kia’s leadership team, which has successfully navigated the brand’s evolution over the past seven years. Many senior leaders within the company have served for over 18 years, ensuring long-term strategic planning and sustainable growth.
With an ambitious roadmap ahead, Kia UK is set to capitalize on its strong market presence, innovative product offerings, and dedicated dealer network. The leadership reshuffle positions the company for another record-breaking year, driving forward its vision for electrification and market expansion in 2025 and beyond.
