Kia is benchmarking the upcoming new Cee'd hatchback against the biggest-seller of the segment the VW Golf.

Kia is looking to VW as a benchmark in how to become a global people's brand.

So says Kia's vice president Hyoung-Keun (Hank) Lee in an interview with Automotive News.

Kia is looking to move its brand forward in markets around the world by expanding sales from 2.4 million units this year to around 2.8 million by 2014. At the Frankfurt show last month, Kia also previewed its new design direction with the GT concept.

Lee offered the example of the VW Golf, against which it will benchmark the new Kia Cee'd which will be launched in 2012. "In terms of ride and handling [it] is the VW Golf," says Lee, that the Cee'd will be looking to emulate. The VW Golf is the biggest selling vehicle in Europe.

"We want to become the world's best-loved brand. This will automatically translate into sales volume and market share," says Lee.