IGNORE the sales patter for a moment, and instead concentrate on the car.

New from the ground up, the second generation Kia Rio is taking a big step forward from the previous model, which was exceptionally good value but lagged behind more sophisticated competition, reports Matt Joy.

Like one of its chief rivals, the new Renault Clio III, the new Rio has a long wheelbase with the body stretched tightly over it.

That makes it one of the biggest cars in the class, with the inevitable result being more interior and luggage space.

The dimensions add up when sitting inside too, as headroom is impressive, while the low-set dashboard and large glazed area increase the feeling of space.

It makes some of the more popular cars in this category feel quite claustrophobic.

The quest for space hasn't compromised the desire for an attractive exterior either.

Alloy wheels as standard on the LX model are a welcome addition, but even the lower level GS model (short for great spec) is a smart-looking car. It could never be described as distinctively Kia, but for buyers who are new to the brand this may be an advantage.

With private buyers in mind, Kia has been particularly generous with equipment levels, but restricted the model range to just two. Entry-level GS models get twin front airbags, air conditioning, electric front windows, central locking, power steering, ABS with electronic brakeforce distribution and an MP3 enabled JVC radio/CD.

It's not bad for £7,995. Add £1,000 to move up to LX spec and you get 15 inch alloy wheels, body coloured door handles and mirrors, four electric windows, side and curtain airbags, active head restraints and remote locking with alarm.

And so to the unique selling point then. According to Kia's research, while diesel sales in most segments continue to spear through the roof, the take up in the B-segment is lagging behind, mainly thanks to the fact that manufacturers still want a premium of at least £750 for a diesel engine.

Buyers know that it will save them money on fuel but, when you're spending under £9,000, an extra ten per cent is a big deal.

So Kia has taken the admirable move to price the diesel and petrol models at the same level.

In GS spec, the Rio will cost you £7,995, whether powered by the 1.4-litre petrol or the 1.5-litre CRDi diesel, and £8,995 for the LX spec again regardless of engine.

And, while the petrol is an all-new unit that is perfect for most eventualities, it is blown into the weeds by the diesel.

With 173 lb/ft of torque on tap, the Rio diesel accelerates like a mini-hot hatch.

It is slightly more noisy than the petrol, but actually more relaxing to drive thanks to the amount of grunt on tap.

It's far easier to make decent progress, and your wallet will be just as pleased. It matches the petrol on top speed, beats it to 60mph by almost a second yet delivers lower C02 emissions and an extra 15mpg. It is, what our American cousins would call, a no-brainer', except they would never buy a diesel anyway.

The rest of the driving experience is on a par with most of the competition, rather than being exceptional, but there is nothing difficult or taxing about piloting the Rio.

Light steering and progressive pedal actions make life easy on the driver, with only the occasionally sticky gearshift to blemish the Rio's scorecard.

The only thing standing in the way of the Rio is that old problem of image. Buyers will quite happily pay more for a car if they think it says something positive about the kind of person they are, when more often than not it shows that they're too dumb to spot a bargain. Considering Kia reported record sales growth all over the world last year, rival manufacturers should be very worried.

Verdict: Bargain supermini has a lot to offer the private buyer.