Kia aims to be premium brand
Kia has set itself a goal of becoming a premium automotive global brand within the next five years.
That target was revealed by Kia Motors Vice-Chairman Lee Hyoung-keun at a gathering of the company’s top worldwide
dealers and distributors.
Mr Lee says Kia Motors is on track to build its brand power to be on a par with European and Japanese automakers within
five years, as it develops ever-more sophisticated vehicles that customers will aspire to own.
By attaining continuous sales growth and reinforcing global sports marketing at the up-coming 2014 FIFA World Cup
football tournament, Kia is seeking to enter the list of “first-class brands” by 2017, adds Mr Lee.
He confirmed that Kia Motors has set itself a target of exporting 2.21 million units to overseas markets in 2012, which
would represent an 8.3% increase over the 2.04 million units sold outside of Korea last year.
Kia’s increasing brand profile is being built on the back of stylish new models like the Optima mid-size sedan, the
recently revised Sorento R and its all new premium flagship, the Quoris, which is currently being introduced to markets
around the world.
While Kia Motors has been among the fastest growing car brands in the last decade, it has stated that future growth will
be more moderate and its priority is to further lift the quality and technology of its products, which in turn, will
also improve brand perception.
Todd McDonald, General Manager of Kia Motors New Zealand, was among the delegates at the four-day conference and says it
was an extraordinary gathering.
“It was inspiring to witness the unveiling of a programme that will see the Kia brand continue to reach new levels over
the next five years,” he says.
ENDS