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Kia Motors Aims To Be Premium Brand By 2017
Kia has some big plans for the next five years, with the goal of becoming a global premium brand at the top of the list by 2017.
Kia’s Vice-Chairman Lee Hyoung-keun revealed the company’s plans at a recent gathering of the biggest and best of Kia’s global dealers and distributors.
Kia Motors Corporation have been in the process of developing vehicles that are even more sophisticated than the last. That natural progression leads Mr Lee to believe that Kia will be a premium brand on a par with their Japanese and German competitors within the next five years.
A big part of this process has come by Kia being able to sustain an extended period of continuous sales growth. They have also engaged in global sports marketing by lending their name to the 2014 FIFA World Cup. It’s this and more that makes Kia believe they will be a “first-class brand” by 2017.
Mr Lee revealed that Kia Motors had already set a target of exporting 2.21 million units to overseas markets during 2012. That number would be an 8.3% increase over the 2.04 million units that were shipped out of Korea in 2011.
Kia is looking to build this premium profile on the backs of their stylish models like the Optima mid-size sedan, the newly re-designed 2014 Sorento SUV, and its new premium flagship model, the Quoris. The latter of the three is slowly making its way into a number of different global markets.
Slower growth, higher quality
Kia Motors’ rise to prominence in the last decade has been an incredibly quick ascent.
They are now looking to take a slower paced approach to future growth, with their focus being to improve the quality and technology of their products. It’s that they feel that will improve their brand perception.
Todd McDonald, General Manager of Kia Motors New Zealand, was present at the recent gathering, and he took a moment to talk about it. He said that he inspired by the unveiling of the program, and that he believe Kia will indeed reach all of their goals within that five year window. [Source: scoop.co.nz]
One of the steps toward a “premium” future incudes a release of 51 new models in the coming years. Check out the article: 51 future Kia cars and SUVs.