Kia 2005 Annual Report Download - page 123

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123
2005 Annual Report
Brand Strategy
A vehicle is no longer just a transportation tool. It has evolved to integrate digital technologies, voice and data interface w ith navigation and infotainment system s,
and other m ultiple in-vehicle services. Since a vehicle has becom e an integral part of various activities in the lives of people, selection of a right vehicle is essential to
properly represent who you are.
Kia Motors vehicles are made for those who lead their lives with a firm vision. Those w ho have advanced thought and practice it with liberal hearts. Who enjoy the
most out of what the world has to offer. Who sensibly balance daily routine and special treats. Who sharpen their discernm ent wisely enough to see the whole
forest, not just individual trees. For those likely to set out achieving these challenges, there’s Kia Motors.
In January, 2005, Hyundai-Kia Autom otive Group announced the launch of its new global brand management strategy, in which Hyundai and Kia will pursue
differentiated brand im ages as a m eans of boosting the Group’s overall m arket share by targeting very different custom ers with different lifestyles. In accordance
with the new strategy, Hyundai and Kia will be prom oted under separate brand slogans. The Kia slogan -- “The Pow er to Surprise” -- is aimed at embodying the
“Exciting & Enabling” values of the Kia brand, while the Hyundai slogan -- “Drive your way” -- is designed to com municate the com pany’s ‘Refined & Confident’
brand attributes.
KIA Motors’ brand slogan - ‘The Pow er to Surprise’ - em bodies our deep-felt desire to maxim ize customer satisfaction(‘to Surprise’) via our surprising potential(‘The
Pow er’), and also em bodies our promise to be a leading com pany taking the initiative in continuous technology developm ents and dynamic changes to a new
generation of KIA drivers.
Positioning ourselves as an emerging top global brand, we have dubbed our brand identity as ‘Exciting & Enabling’. We are endeavoring to realize this brand
identity throughout our entire range of activities from product design, production, com m unication to after-sales service, and by doing this w e are creating a unique
set of benefits and im age for every KIA custom er.
To inject excitement and energy into our portfolio of products, KIA Motors seeks to incorporate the following attributes into its products:
Dynamic Styling - an autom obile that is as enjoyable to look at as it is to drive
Responsive Engineering - an autom obile that actively responds to each driver’s needs
Well-equipped vehicles - an autom obile built upon the latest technologies at a com petitive price
Versatility - an autom obile that provides diverse elements such as easy to change seats and adequate storage space
Safety and Reliability - an autom obile that provides piece of mind with the highest standards of safety
Top-tier Product and Service Quality - a reliable autom obile that provides outstanding quality and service