Kia 2003 Annual Report Download - page 21

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2003 Annual Report 21
Number One Sales Grow th-a Hard Act to Follow
Although the EU market experienced a decline in demand, Kia Motors achieved an unprececented 48%
growth in sales during 2003, the fastest of any automaker. This strong showing was due to an increased
number of directly operated sales centers, an expanded regional sales network, and the new diesel
models for the Sorento, Carens and Carnival. Kia’s share of the European market surpassed 1% for the
first time.
New Technical Hotline Improves M aintenance Service
The Technical Hotline first opened in Germany, Austria and the UK in January 2003 and is now available
across Europe. This website provides real-time technical support to managers and mechanics at overseas
sales centers and dealer service centers. In 2004, the Customer Assistance Center will be launched to
receive customer requests and feedback, and a Roadside Assistance program will be introduced. A
Customer Relationship Management system is planned for 2005 to better track individual customer
histories and send personal notifications on vehicle maintenance and servicing.
Sprinting Ahead
Just as in 2003, Europe promises to be a region where Kia Motors can achieve strong growth in the
coming year. The company expects to sell 148,000 passenger vehicles, 78,000 RVs and 12,000
commercial vehicles-238,000 units in all-in Europe in 2004, a 50% increase over the 2003 total. To this
end, the company will introduce the entry-level Picanto, and expand its diesel lineup with a new Cerato
model and the KM, a compact SUV. The EU office and dealer network will also be overhauled and further
investments made in sports marketing as part of market expansion efforts prior to the construction of a
European plant.
▶The dealers’ convention in the UK strengthens
local presence in a market that, along with
Germany, is leading Kia’s advance across Europe.
▶▶ The Picanto is unveiled at the Frankfurt Motor
Show. This entry-level automobile was styled to
cater to economy-minded European drivers.
Market Share
0.5% 0.6%
0.8%
01 02 03
Sales Volume
(units)
99,173 105,504
149,021
01 02 03