Kia UK has announced key changes to its senior management team, appointing Steve Hicks as marketing director and Sanka De Silva as sales director, effective from 3rd March. The move aligns with Kia’s ‘Take the Lead’ strategy for 2025, which includes launching its largest number of new electrified models in a single year and entering the light commercial vehicle market with the fully electric Kia PV5.
Hicks, previously sales director, has been with Kia UK since 2017, overseeing all sales channels across retail and fleet. Under his leadership, annual new car sales grew from 93,304 in 2017 to a record 112,252 in 2024. He now transitions to marketing director, leading Kia’s marketing strategy as the brand expands its electrified product range.
Steve Hicks said: “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. The trust and engagement of our customers has always been key to our continued success, and I am honoured to have the opportunity to lead Kia’s product positioning and marketing communications to enhance how UK consumers approach and engage with the brand.”
De Silva, who also joined Kia UK in 2017, previously led the company’s marketing function through a period of brand transformation and electrification. With experience across commercial and sales roles, he now steps into the sales director role as Kia expands into new markets.
Sanka De Silva said: “I am thrilled to be taking on this new position at such an exciting and evolving time for Kia. Our entry into the LCV market and the changing industry landscape presents real opportunity for Kia. With such a strong product line-up in view, an engaged and committed dealer network and sales momentum at a promising rate, we’re in a positive position and I am eager to get started and lead our sales function to new heights.”
Both Hicks and De Silva remain on Kia UK’s executive board and continue to report to commercial director Simon Hetherington. Kia’s senior leadership team, which has remained stable for the past seven years, continues to focus on long-term strategic growth and strong dealer partnerships.
