LEN HUNT

Kia Motors America

Executive Vice President & COO

What is a brand?

A complex set of satisfactionsboth promised & delivered

1. Truth to Core Promise1. Truth to Core Promise

2. Ability to Inspire Passion2. Ability to Inspire Passion

What ties people to a brand?

Core Promise: Then

Low Price & WarrantyLow Price & Warranty

Core Promise: Now

Value

Fun-to-Drive

Quality

Safety

The Brand Ladder

PRIDE AND PASSION LEAD TO EMOTIONAL ALLEGIANCE

=

LOYALTYLOYALTY

What is brand passion?

What we are seeing

New products have inspired confidence and fostered integrity . . .

. . . and our owners are beginning to show their pride

The road ahead

Inspiring passion

Peter SchreyerPeter Schreyer

Chief Design OfficerChief Design Officer

Soul – Confirmed production for 2009 MYSoul – Confirmed production for 2009 MY

Kue conceptKue concept

Finding our brand voice

Raising the brand profile

Relationship with 14 NBA teams

1st ever owner magazine

Kids’ Choice Awards

Everything we do:

- Focuses on greater familiarity

- Fulfills the core promises

- Maintains a sense-of-humor and desire to be different

Raising the brand profile

Consumers that visit Kia.com are 60% more likely to seriously consider purchasing a Kia

Focus on Kia.com

Web site ranked #1 by consumers in J.D. Power poll for the third time

Stand out from the clutter

Finding new, interactive ways to engage consumers on the Web

Kia.com is the Kia.com is the integration engineintegration engine

Developing pride and community