The New Year started with celebrations once again for manufacturer Kia, which used 2004 to take yet another chunk out of the UK market share.

Having rolled 33,419 models out to customers across the country in the last 12 months, the Korean brand is now occupying more of the market than Seat.

Price-conscious motorists have helped Kia keep its crown as the producer of the nation's favourite MPV, with the Sedona occupying 24 per cent of the class, while the Picanto finished in a credible fourth position in the A-segment, with only eight months of sales under its belt.

But the company has ambitious plans to continue its rise in popularity with a further 50 per cent increase in 2005.

Kia Motors has already started construction on the company's first European manufacturing plant in Slovakia that will build high-volume models from 2006.

And with a new car to come in the supermini segment, as well as diesel additions to the Sportage and Cerato family car ranges, the company could well occupy a challenging foothold in the market within the next 12 months.

So, with that in mind, Alan Domville flew to St Moritz to test drive the new Kia Sportage a rival for the Land Rover Freelander, Honda CV-R and Toyota Rav4.

SWITZERLAND'S principal winter playground, the area that surrounds St Moritz, Davos and Klosters which is permanently covered in snow during the winter months, is providing the terrain to help Kia demonstrate the muscular and versatile qualities of their second generation and wholly different Sportage 4x4 sports utility vehicle.

Initially there are two engine options, 2.0 and 2.7 litre petrol, and soon we'll also be getting a 2.0 litre common rail diesel.

Manual and automatic transmission is offered, specifications are called XE and XS, and prices range from £14,495 to £18,695.

Target market is, significantly, drivers who don't currently have an SUV. "We want to fish where the fish are," said Paul Williams, managing director of Kia in the UK, when he introduced the car to me.

And during the press conference, Lawrence Hamilton, newly appointed marketing manager, defended the introduction of yet another SUV by declaring: "People don't want to be told what to drive."

He went on: "Sports utility buyers want a four wheel drive vehicle with big wheels and good ground clearance, roof rails and body cladding."

Sportage provides all of that at prices significantly below the market expectation of between £17,000 and £20,000.

The company's aim is to take up five per cent of the small utility sales; the market leader is Freelander with 27 per cent. But when it comes to competitors, the born salesman Paul Williams would also say: "We'll take business from anybody."

No one would argue against that aspiration. Kia's overall sales have shot up from 12,000 to 35,000 in three years and are likely to reach 45,000 in 2005.

That's realistic given the new products coming along beyond Sportage: a diesel-powered Cerato in the spring, a new Rio in the summer and a revised Sedona in the autumn. Dealerships have increased from 130 to 150.

And in "big vehicle" territory, Kia's Sorento has already moved into the top six.

The all-wheel drive system is available on demand, coming into play automatically when it's needed. In truth it has been rarely needed here in Switzerland.

Despite all the snow, the roads, even in the remotest areas, always appear to be clear. Even the car-carrying train that took us several miles beneath a mountain, en route from Zurich, ran bang on time.

In addition to Lawrence's key perameters, XE also has air conditioning, a CD audio with an MP3 player, 16 inch alloys, ABS brakes and traction control.

The XS specification brings in leather upholstery, heated seats, an electric tilting and sliding sunroof, climate control, ESP, cruise control and monotone bumpers.

Sportage is fitted with six airbags something that no other small SUV can boast.

The rear seats fold 60/40 and completely flat with a one-touch operation and there's no need to remove headrests, leaving a splendid load area. The front passenger seat can also be folded down so that long loads can be accommodated.

New Sportage has dropped the rear door-mounted spare wheel. It was a distinctive feature of the old vehicle but access to the load area is easier. The glass screen can be opened independently.

Security features include a lockable glove box, remote control central door locking, an electronic engine immobiliser and a perimeter alarm.

Comparisons with Tucson, sister company Hyundai's new SUV, are inevitable given that it's built on the same floor pan but there is enough to distinguish the vehicle outside and inside and in its ride and handling that it can be considered a separate entity.

Verdict: Kia have become the surprise package of the motor industry but it shouldn't be surprising with packages like this.

Fact File...

Vehicle: Kia Sportage Configuration: Five door SUV Engines: 2.0, 2.7 petrol, 2.0 diesel Transmission: Five speed manual and automatic Steering: Powered rack and pinion Brakes: ABS, EBD, traction control. ESP on XS Wheels: 16in Length: 14ft 4in