Kia 2004 Annual Report Download - page 18

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Kia's customer retention rate was 50.9%, above the industry average of
48.4%, in December 2004, according to J.D. Power and Associates. The
com pany ranked 10th in customer retention rate among the 35 surveyed
com panies, while other big name international automakers such as Jaguar,
Nissan, Mitsubishi, Audi, Volkswagen, and Porsche failed to make the top
ten list.
The Opirus and Sorento have been acclaim ed by US customers. The Opirus
(exported as the Amanti) received the car.com (a website dedicated to
automobiles) 2004 Impact Award at the New York Auto Show in April. The
New York Tim es gave the Opirus very high marks for design and called the
Kia sedan "outstanding" in term s of luxury for price.
Kia started to export the Sportage to the US market in November. This
com pact SUV can be the next strategic export m odel because its
performance and quality is equivalent to those of the Opirus and Sorento,
which have already been well received in the US.
Kia Motors is emerging
as a major player in the
US market, where
competition among
major global
automakers is the most
fierce.
18
KIA Motors_2004 Annual Report
Recognition the Passion to Succeed in the World's Foremost Market