Download - Kia Case Sep 2015
KIA, a different beat – Vibrant – Destinctive - Reliable
Kia MotorsHistory
1944Founding of „KyungsungPrecision Industry”
1962Kia K-360: first domesticallyproduced truck
1951Launch of Korea‘sfirst bicycle production
1974Kia Brisa: the first
personal motor cardeveloped in Korea
1986Kia Pride: with
almost 2 million units the top-selling
Kia model 1990Kia Pride hatchback becomes the first Kia vehicle sold in European markets
1981Kia Bongo: Korea‘s
first MPV is produced
1996Kia Import Danmarkstarts business
Kia MotorsHistory
2012Kia breaks ground on third plant in China
1998Creation of the
Hyundai KiaAutomotive Group
2003Opening of the
European R&D Center in Rüsselsheim, Germany
2007Kia cee‘d: the first Korean car with a 5-star Euro NCAP crash test rating
20107-Year Warrantyapplies to ALL vehicles sold and registered in Europe
2006Start of production in
the first European factoryin Zilina, Slovakia
2007Opening of European headquarter and design center in Frankfurt, Germany
2011Top honours for Kia at red dot design awards: Prestigious awards for Kia Sportage andKia Optima
2007Peter Schreyer hired as Chief Design Officer
2000
2010 2014
Introducing electrical cars
2014Mexico Plant
SuccessGlobal car sales by brand
4 Renault-Nissan 8,2 million
Rank Manufacturer
6 Ford Motor 6,3 million
7 FIAT Auto - Chrysler 4,3 million
8 Honda Motor 4,0 million
9 PSA Peugeot-Citroen 2,8 million
2013
1 10 million
General Motors
2 9,71 millionVolkswagen
3 9,70 million
Toyota
5 Kia- group 7,5 million
10 BMW 1,9 million
GlobalizationKia present in all relevant markets
R&D centerProduction sites
Plant USAWest Point, Georgia
R&D USASuperior Township, Michigan R&D South Korea
Namyang, Mabuk
Plant South KoreaHwasung, Sohari,Gwangju, Seosan
R&D GermanyRüsselsheim
R&D JapanChiba
Plant ChinaYancheng
R&D IndiaHyderabad
Plant SlovakiaZilina
Plant Mexico
SuccessKia sales performance in Europe
-22.2% -15.6% -14.9% -13% -13% -12.8% -7.8%-9.7% -6.2% -5.8% -4.2% -2.5% -2.4%
+1.7% +9.4% +14.6%
Source: ACEA new passenger car registrations by manufacturer (EU27 + EFTA)
» Fastest growing mainstream brand in Europe!» Sales in Europe 2012 vs. 2011
225242
258
295
338
SuccessKia sales performance in Europe
Source: Kia Corporate IR
20122011201020092008
» 2.8% market share in 2013» Continuous growth since 2008
» Mid-term aspiration to reach 420,000 units
1.0%
2.0%
3.0%
2013
344
SuccessKia brand value growth
SuccessKia brand value growth
� Kia’s brand value in 2014 is 5.4 bil. USD, 15% growth from last year, 4% overachieved in business goal.
� Kia moved ahead 9 places to 74th among the 100 brands in Best Global Brands ranking.
700900 929
1,799
2,732
4,089
4,708
5,2005,396
‘14‘13‘12‘11‘10‘07‘06 ’08 – ‘09
N/A Business Goal
Final Result
‘05
+4%+15%Rank Brand Value
70 Prada 5,977
71 Tiffany 5,936
72 Sprite 5,646
73 Burburry 5,594
74 Kia 5,396
Rank Brand Value
75 Santander 5,382
76 Starbucks 5,382
77 Adobe 5,333
78Johnson & Johnson
5,194
79 John Deer 5,124
� Tier 70s
SuccessKia brand value growth
RankBrands ‘10 ‘11 ‘12 ‘13 ‘14
‘13 ‘14 Change Growth
10 8 2 Toyota 26,192 27,764 30,280 35,346 42,392 19.9%
11 10 1 Benz 25,179 27,445 30,097 31,904 34,338 7.6%
12 11 1 BMW 22,322 24,554 29,052 31,839 34,214 7.5%
20 20 - Honda 18,506 19,431 17,280 18,490 21,673 17.2%
34 31 3 VW 6,892 7,857 9,252 11,120 13,716 23.3%
42 39 3 Ford 7,195 7,483 7,958 9,181 10,876 18.5%
43 40 3 Hyundai 5,033 6,005 7,473 9,004 10,409 15.6%
51 45 6 Audi 5,461 6,171 7,196 7,767 9,831 26.6%
65 56 9 Nissan 3,819 4,969 6,203 7,623 22.9%
64 60 4 Porsche 4,404 4,580 5,149 6,471 7,171 10.8%
83 74 9 Kia 1,799 2,732 4,089 4,708 5,396 14.6%
89 82 7 Chevrolet - - - 4,578 5,036 0.0%
■ Automotive Brands Rank
[Unit : mil USD]
The Kia business temple Growth needs a strong base
Profitable Growth
Design Excellence
ProductInnovation
GlobalizationStrong Brand
Evolution
DealerNetwork
Enhancement
Superior Quality
Superior QualityKia quality standards
» Industry-leading manufacturer‘s warrantyon every new Kia vehicle sold in Europe
» Excellent safety standard for all car models
Superior Quality23 major design awards in 4 years
» Lots of proof points in essential award categories for a wide range of products
Categories» Car of the Year» Design» Safety
Products» Sportage» Picanto» Rio» Optima» Sorento» cee’d
Design ExcellenceNew products build tomorrow‘s success
Design Excellence
GlobalizationPresent in all relevant markets
Kia Motors Europe, Frankfurt, Germany
Kia Motors Corp., Seoul, Korea
Design Center, Namyang, KoreaDesign Center, California, USA
R&D Center, Irvine, USA
Strong Brand Evolution makes a different beat
Strong Brand EvolutionThe house of European communication
Aspirational Target for Communication:
Tonality:
Consumer Benefit:
Global Brand Identity:
Content / Message:
Brand Personality:
Global Brand Slogan:
Strong Brand EvolutionSponsoring
» FIFA Partner up until 2022 (incl. 2014, 2018, 2022 FIFA World Cup)
» Major Sponsor of the Australian Open up until 2018
» EUROTOP Partner up until 2017 (incl. UEFA EURO 2016)
Dealer Network EnhancementThe new global space identity
» The global standard on all Kia dealerships’ facilities
» Designed to provide a consistent look & feel of the Kia brand to our customers who visit any local Kiadealer
» Aims to enhance Kia brand awareness and familiarity, thereby further improvingconsumers’ perception of the Kia brand
Product InnovationBesides the range of ordinary models
Product InnovationKia technologies of the future
Pursuing green management
Market driven, eco-friendly products
EcoDynamicsvehicles
Fuel-saving & emission-lowering
technology
Highest environmentalstandards (Zilina)
Eco-friendlymanufacturing
LPG & electricvehicles
Alternativefuels
Ecological return andrecycling of vehicles
Recycling
Hybrid,Fuel cell
Ecologicaladvanced
engine
Product InnovationAlternative powertrain vehicles
Venga EV Concept
Optima HEV (USA) Optima HEV
Domestic Market EV Soul EV
Fleet Test
Borrego FCEV
Forte LPI HEV
Sportage FCEV
Product InnovationKia is thinking about tomorrow. Today!
» Kia does more than meet industry standards
» Eco-friendliness is a long-term company strategy, a way of life extending acrossall operations and through the fulllife-cycle of our products
Hyundai-Kia-Eco-Technology Research Institute, Mabuk, Korea
KIA is also Electrical cars The legislation regarding electrical cars in Denmark
• Until 31. December 2015 electrical and hydrogen cars are not beeing taxed when sold on the Danish market.
• The taxsation for a petrol, gasoline or hybrid car sold is aprox180 % tax of the purchase price.
The introduction of Electrical cars The legislation regarding electrical cars in Denmark
Example:
• The retail price for a normal car 180.000,- DKK. • Purchase prise aprox 60.000,- DKK. • Tax 108.000,- DKK.
• The retail price for the same electrical car 250.000,- DKK. • Purchase prise aprox 238.000,- DKK. • Tax 0,- DKK.
• No tax but much larger purchase price due to production and development costs.
KIA – and Young Customers
Looking forward to your solutions!