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UK MOTORISTS ABANDON SAT NAVS IN FAVOUR OF TRADITIONAL MAPS THIS DECEMBER

Key stats:

40% of Brits will clock up an additional four hours driving in December
81% of UK motorists believe they can find their way to a new destination without the help of a sat nav
44% of UK drivers admit to having disagreements with their passengers over which route to take - main offenders are drivers in the North-West (47%) and East Midlands calmest only 25%
40% of Brits vote Stephen Fry as most favoured sat nav voice

15th December 2011: Over 40% of Brits will clock up an additional four hours driving in December in a bid to visit family and friends over the festive period and new research shows that we’ll be leaving the sat navs at home. Findings from the Sat Nav Study by Kia Motors found the Boy Scout approach is favoured by 81% of UK motorists; all of whom believe they can read a map and find their way without the help of a navigation system.

One third (34%) of UK motorists admitted to losing their way despite using a sat nav, demonstrating that some time-saving gadgets don’t always live up to their name. Other common reasons for abandoning the sat nav includes not leading drivers to the correct destination, frustration over usability and preferring to listen to music rather than the sat nav instructions.
If driving on busy roads, stocking the boot up with presents and packing the family into the car doesn’t bring enough stress, it would appear us Brits are also partial to the odd squabble when driving. 44% of UK drivers admit to having disagreements with their passengers over which route to take; the main offenders are drivers in the North-West, with 47% admitting to bickering with passengers, a high figure compared to the calm folk of the East Midlands, where just 25% disagree with passengers over directions.

Steve Kitson, Communications Director at Kia Motors UK Ltd. said: “Driving on UK roads in a busy December can be a big enough task for most people but with the added pressure of finding a new destination, it can be even harder. Only one-fifth (21%) of us claim to be confident enough to find our own way based on knowledge alone, and with three quarters (75%) of Brits abandoning using navigation systems this festive season let’s hope an A-Z is on the Christmas list! We are not surprised motorists are giving up on Sat Navs in favour of the traditional map; as long as drivers are safe and leave the map reading to a passenger then happy driving to all!”

Despite Sat Navs being out of favour with Brits, they would still prefer a celebrity voice to tell them where to go:

• Stephen Fry (40%)
• Ant & Dec (20%)
• Cheryl Cole (11%)
• Prince William (9%)
• Gary Barlow (8%)
• Margaret Thatcher (6%)
• Simon Cowell (5%)
• Justin Bieber (1%)

ENDS

For more information, contact the Kia Motors press office – 020 7632 2400 / 01442 261 199 or kia@publicasity.co.uk

NOTES TO EDITORS

• Kia Motors carried out research among a nationally representative sample of 1,100 UK motorists during w/c 7th December 2011
www.kia.co.uk

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