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.

7 thoughts on “Kia Motors Aims To Be Premium Brand By 2017

  1. Who would have known that when Kia brought their first car over to the States, they would one day have a goal to go premium? Who would have known that the Kia GT would flow from the Sephia? Who would have known that a 400hp Kia Kue concept would come from the Sephia? Who would have known that when the 2004 Kia Amanti arrived, 8 years later the K9 would take it’s place being a true German car rival? Who would have known that when the 1997 Kia Enterprise would evolve into the Kia K5 and being the best looking car in its class? Who would have known that the 1994 Sephia would one day be the first C segment car in class to get features such as front and heated seats, heated steering wheel and one day get a GT engine? Who would have known that?

  2. Who would have known that jtz would still continue to post these dumb ass “who would have known” questions? Who would have known that?

  3. Easy there kia. Establish your brand first. Kia has a nice name but not luxury type association. creating a new brand would be wiser, but competition is fierce and shameless. Be patient and wait for your oppirtunoty.

  4. So what will Hyundai and Kia plan at the NAIAS? Kia sure could use a concept to be uneviled there. Also, Acura has the facelifted MDX to unveil. Honda wants to butt in on the Soul’s marketshare called Sub CR-V. Will bring it on Huh-da the Track’ster I mean the next Soul would be ready to battle. Lexus will show off the next generation IS which I will assume it will be the same design with Kia/Audi’s grille mixed and turned sidways like the rest of Lexus’ line up. The Equus will be ready to whip some Lexus butt. The K9 will too. Also the new Azera will be ready to tackle some Avalon a**.

  5. Hyundai’s plan is to be consistent and drama free. No ridiculous mileage claims or steering issues. Confident naming strategies and sharp looking cars will be critical for them.

    It is pretty evident that the japanese are not playing with any sense of common decency at this juncture. They will copy Peter Schreyer like no tomorrow until all of their models look like an optima soul rio and forte.

    Hyundai needa to spend more rd for future technologies and cist reducing techniques plus more vertical integration. From headlight manufacturing to engines. That is the samsung way. With the right bounces and some misteps among the competition hyundai should continue to gain marketshare. That is a big if at this present moment

  6. I hear the K9 is not selling very well over in S. Korea. My guess, it’s the design. I think Kia should have killed the K9 before it got redesigned and just waited for the Kia GT to be that flagship car. The Kia GT could have either been caught “GT” or “K9.” Not the BMW, Buick, INFINTI g, or Genesis pathetic design. The K9 is a slap in the face for Kia. Kia was on the roll shutting up that sterotype about copying others after seeing the Soul, Rio, Optima, Sportage and then a non-orginal non-grounbreaking RWD Kia comes out. Didn’t they learn from the Genesis? Wasn’t that the point of why the Genesis came out first?

  7. Wait. If the K9 doesn’t sell over in Korea then that will cancel out the the Kia GT from getting the greenlight. That sucks all because of that K9 and it’s non-orginal design. The real flagship sedan should have been the Kia GT.

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