Williams has moved across from Kia's regional dealer management team to take on the new responsibility and replaced Phil Molkenthin who has transferred the other way to become Area Manager, South, directing a team of regional business managers.

John Hargreaves, head of fleet and re-marketing, said: 'I am delighted to have David on board because he has extensive experience with Kia's dealer network and before that in dealer marketing. Understanding both retail and business demands is essential in today's fleet market and David will bring not just knowledge but a great personality and a huge amount of enthusiasm for the brand to the role.

'I was very sorry to see Phil "Mr Kia Fleet" Molkenthin leave the team but he has a great opportunity to help the on-going development of our retail network and I know he will make a great success of his new job.'

Williams joined Kia in 2005 after several years in the retail motor trade and time as a consultant sales coach for both Mitsubishi and Renault.

He said: 'I have had a great six years working closely with fantastic Kia dealers and over the past three years my region has been one of the fastest growing and most successful areas in the country. I am sorry to leave that behind, but Kia needs the fleet and business-user segments to grow strongly in the next few years if we are going to hit our ambitious sales targets. I think this role is going to be great fun and I look forward to taking the dramatic and exciting Kia brand to a whole new range of customers.'