Kia 2002 Annual Report Download - page 9

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Kia achieved a 5% increase in overseas retail sales during 2002,
despite a general decline in the global automobile market.
��� Brand image w as raised by industry-leading results in crash safety tests.
��� The “ 3I” campaign encouraged all Kia employees to be “ Innovative, Impassioned and Inspired.”
��� Skills training w as provided to 315 people w orking at dealerships in 87 countries.
��� Distributors in 5 European countries w ere upgraded to subsidiary status to boost marketing
capabilities and to accommodate EU regulations.
Overseas Sales
2002 KIA MO TO RS AN N UAL REPORT
1415
26.5%
Quality improvements and aggressive marketing helped
Kia overcome export market barriers.
2000 2001 2002
401,070
460,223
483,184
600,000
500,000
400,000
300,000
200,000
100,000
Overseas Retail Sales (units) Retail Sales by Region (FY 2002)
Latin America
7.6%
Middle East
6.9%
Asia-Pacific
7.5%
Africa
1.1%
Europe
21.8%
North America
55.1%
Overall sales in the w orld automobile market have fallen for the past tw o years. How ever, Kia managed to achieve a 5%
increase in overseas retail sales volume despite many obstacles.
This performance is attributed to the improved Kia brand image derived from the facelifts to the Carens, Rio, and
Optima/M agentis and the global launch of the new Sorento SUV. In addition, the Carnival / Sedona minivan received a blanket
five-star safety rating from the US National Highw ay and Traffic Safety Administration (NHTSA), making it one of only tw o mini-
vans at the time w ith a top safety rating. The resulting media exposure increased consumer confidence in the product and the
brand, adding significantly to vehicle sales.
Competencies w ere bolstered on all fronts in 2002 to boost sales and lay the groundw ork for Kia to eventually become one of
the w orld’s fifth-largest automaker. The “ 3I” campaign urged all employees to be “ Innovative, Impassioned and Inspired”
w hile the “ The Car that Cares” advertising campaign w as run w orldw ide throughout the year. KDCS, a new integrated export
system, also helped to improve efficiency by linking all global sales and distribution netw orks.
Employee training programs at Kia’s headquarters in Korea w as also improved leading to special training sessions for 315 peo-
ple w orking at dealerships in 87 countries around the w orld. Distributors in five European countries w ere purchased outright by
Kia and upgraded to subsidiary status, expanding Kia’s marketing base and enabling the company to better adapt to new EU
regulations and European market preferences. Stronger service support formed the basis of a campaign to raise customer satis-
faction and the Skills World Cup competition w as held for the first time bringing the top Kia technicians to Korea from around
the globe. PR efforts w ere also maximized through various events both domestically and abroad.
The new Sorento and Optima/M agentis models w ere launched around the w orld in 2002 and w ere highly applauded by con-
sumers. Kia aims to build on this success to increase exports by 17.2% to 527,000 units in 2003. The focus for the coming year
is on raising marketing opportunities to develop an improved brand image. Advertising and PR activities w ill be ongoing, and
sustained efforts w ill be made to enter new markets.