Style and value deliver Kia's sales

The Soul and Koup show where Kia is going, but the brand is not just a show pony according to the new boss of its Australian office, M.K.Kim.  “There’s no question that much of the change the brand is currently experiencing is inspired by Kia’s chief design officer, Peter Schreyer,” Kim says.

“However, it is just one factor that has contributed to the shift in Kia’s brand perception.   “Our line-up of cars also played a role. Kia has focused on delivering cars that offer refined performance, safety and equipment, and this is now being recognised in the market.”

Kim says this cycle of new product was behind the brand’s improved local sales results for 2009.  “(Last year) was a turning point in the history and image of Kia Motors in Australia,” he says.

“Our new products drove stronger sales. As a company, Kia has also vested significant resources in exposing people to our brand and this is now starting to pay dividends.” That exposure included a strong play for the youth market – with moves like sponsorship of the popular Live at the Chapel music program – but Kim says the brand is still aimed at families.

“We aren’t just looking to appeal to Australia’s youth, we are looking to engage the ‘young at heart’,” he says.  “Kia’s brand position was traditionally perceived as value for money and family orientated – a new car at a reasonable price that growing families can afford. Our current positioning is more exciting, dynamic and youthful – a good looking quality car, offering value for money that an individual or family can be proud to own.”

Kim says there are still further opportunities here for Kia, saying Australian car buyers are keen to get both quality and value for their dollar.  “I believe consumer confidence in a lasting quality car brand outweighs the prospect of saving a few dollars upfront – consumers are more inclined to delay the purchase until they can afford what they really want,” he says.

“Australians would rather go for a brand they trust and aim to get more ‘bang for their buck’ – the best value-for-money deal, with the most inclusions. “Kia’s new products can take advantage of this fact by offering new car buyers a good looking, quality, value-for-money product they can afford now.”

While he’s aware of Australia’s emotional tie to the locally-built large sedans, he also believes the local buyers will welcome the electric and fuel-cell vehicles Kia plans to bring to showrooms overseas by 2012.  “The Australian market is aware and well-educated to the plight of the environment and the threat that climate change poses. We as a car manufacturer need to acknowledge this concern and deliver a product that addresses consumer needs,” Kim says.

“It is interesting to note the acceptance of diesel in different markets, even those with a passion for large sedans. It is very possible that alternative efficiency technology will travel the same road into the mainstream and gain traction, once performance and distribution concerns are ironed out.  Globally Kia is determined to bring affordable and usable green technology to consumers around the world.”