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What is this? It’s the new Kia Ceed. Kia has now given up the stupid-name vanity. Its badge now capitulates to what everyone always called it: Ceed. No longer lowercase-c-ee-apostrophe-d. Though it was camouflaged when we drove it, we can now show you what it really looks like in actual single-colour showroom paint. A rival to the Focus, Leon, Golf, 308, et cetera? Spot on. You might think 2018 is all about the migration to crossovers, but your standard family hatch is still a massive business. Here in Europe more than anywhere. Which is why the Kia was designed in Frankfurt and is built in Slovakia.