Kia 2004 Annual Report Download - page 40

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Kia Motors has decided on the "Exciting & Enabling" theme for boosting brand image globally. This new brand identity is
being applied to all areas of operation - products, designs, communication and services - to convey the unique benefits and
image that Kia Motors can give its customers.
Kia has sponsored the World Inline Cup (WIC), an official event under the International Roller Sports Federation (FIRS), in major
world cities. The company also launched the Kia-Verducci International Team, a world-class inline marathon club that has
competed in the 2004 WIC tour. Inline skating exudes youthfulness, passion, power and speed - attributes that match well
with the new image of a youthful and dynam ic company that Kia wants to project to the world.
In addition, Kia is an official sponsor of the Australian Open, one of the world's four Grand Slam tennis tournaments, as well as
the Davis Cup, a tennis match between countries. The company also sponsors the European Speed Skating Championships
and Korean National Ski Jumping Team as part of this effort to build on the "Exciting & Enabling" theme.
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KIA Motors_2004 Annual Report
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The slogan "The Power to Surprise" and sponsorship of major sporting events such as the Australian
Open are helping to boost corporate image while promoting a healthy enjoyment of life.