Kia 2006 Annual Report Download - page 27

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To inject excitement and energy into our portfolio of products,
Kia Motors seeks to incorporate the following attributes into our
products:
Dynamic Styling
an automobile that is as enjoyable to look at as it is to drive
Responsive Engineering
an automobile that actively responds to each driver’s needs
Well-equipped vehicles
an automobile built upon the latest technologies at a competitive price
Versatility
an automobile that provides diverse elements such as easy to change
seats and adequate storage space
Safety and Reliability
an automobile that provides piece of mind with the highest
standards of safety
Top-tier Product and Service Quality
a reliable automobile that provides outstanding quality and service
“The Power to Surprise” represents
Kia’s global commitment to surpassing
customer expectations through
continuous automotive innovation.
Driving Dynamics
Kia and Hyundai will pursue differentiated brand images as a means
of boosting the Group’s overall market share by targeting very
different customers with different lifestyles. In accordance with the
new strategy, Kia and Hyundai will be promoted under separate
brand slogans. The Kia slogan - ‘The Power to Surprise’ -- is aimed at
embodying the ‘Exciting & Enabling’ values of the Kia brand, while
the Hyundai slogan - ‘Drive your way’ -- is designed to communicate
the company’s ‘Refined & Confident’ brand attributes.
Kia Motors’ brand slogan - ‘The Power to Surprise’ - embodies our
deep-felt desire to maximize customer satisfaction (‘to Surprise’) via
our surprising potential (‘The Power’), and also embodies our
promise to be a leading company taking the initiative in continuous
technology developments and dynamic changes. 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, and communication to after-sales
service, and by doing this we are creating a unique set of benefits
and image for every Kia customer.