Ahead of its world debut at the 2018 Geneva Motor Show, the third-generation Kia Ceed is already generating plenty of attention. The new model arrives with a fresh design born from Kia’s latest style language. It adopts plenty of the automaker’s distinctive features, most notably the “Tigernose” front grille that’s flanked by a pair of more aggressive swept-back headlamps. The new Ceed also has a sportier profile, emphasized in part by a more sculpted hood, aggressive body lines, and a more pronounced rear section than the model it’s succeeding. The Ceed’s new presentation sets it up nicely as a viable competitor to the Volkswagen Golf. The question then has to be asked: which looks better, the Kia Ceed or the Volkswagen Golf?