Kia 2005 Annual Report Download - page 53

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53
2005 Annual Report
The Power to Satisfy The Power to Excite
The record-breaking Swedish driver and adventurer Christer Gerlach arrived back at
his original point of departure in Stockholm Sweden 4 months after setting off on a
global race; he conquered 27,000km of diverse terrains in nations including Germany,
the Ukraine and Kazakhstan, Mongolia, Russia, Siberia, Korea, the USA and Mexico.
This amazing race was all part of the 『Sorento Around the World Expedition』, which
vividly displayed the versatility and durability of our newly launched Sorento model.
This Sorento proved its ability to handle treacherous terrains, while running at the
highest levels of performance and safety. Gerlach completed this amazing race
without the accompaniment of a maintenance team. The Sorento brought him
through Europe, Siberia, the Ukraine and North America without strains. The vehicle
tires were only replaced once in the Ukraine and its oil replaced only once in Korea,
the mid-point of his journey. Gerlach’s successful completion of this 27,000km race
without any special maintenance teams was a loud reminder that KIA vehicles truly
are built for endurance and can tackle any terrain.
KIA Motors is building mindshare among consumers through its sponsorship of winter
sports. Kia Netherlands was officially one of two major logo sponsors for several
international speed skating teams for the 2004-2005 racing season after our highly
successful sponsorship of the Korean National Team in the 2003~ 2004 sporting
season. We also sponsored The Kia Cup Men’s Curling Championships held in Ontario
& Alberta, Canada in March 2005. We’ve gained critical experience in sports
marketing in recent years, and each effort in this area exceeds the next. We are
taking our brand image to the next level through sponsoring next-generation sporting
events, as with our inauguration of the first domestic women’s inline marathon team
and sponsorship of the World Inline Cup (WIC).
Mexico
Los Angeles
Ferry to Korea
Siberia-difficult driving
Desert
St. Petersburg
Stockholm
Death Valley