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049_
Kia Motors Annual Report 2007
Kia Motors’ sales edged up by 2.6%(6,625 units↑) below 7.1%, the growth rate of domestic auto market. Passenger car sales rose by 6.3%(7,303 units↑) thanks to
brisk sales of Morning(Picanto), Pride(Rio), Opirus(Amanti) and commercial vehicle sales inched up by 3.0%(1,332 units↑) while RV sales was stagnant, with
-2.1%(2,010 units↓). As a result, Kia’s 2007 market share fell by 0.9% point.
However, Kia succeeded in market defense despite competitors’ aggressive sales marketing activity and disadvantageous conditions where no new model was
released. This was the result of our efforts to let the world know that Kia’s six types of vehicles ranked first in terms of domestic market share in each segment and
eight types of vehicles were selected as The Car Book 2007’s “Best Bet” distinction in U.S.
Kia implemented sports marketing by hosting ‘Kia Australian Open Festival’ and provided vehicles for sports stars to enhance brand image. Kia continued the
culture marketing by holding “Opirus Culture Events” and sponsoring “Pusan International Film Festival (Piff)”. Additionally, Kia worked hard to boost customer
satisfaction. Kia initiated “Q members”, a new membership service, for the first time in Korea, and held an event to provide vehicles to customers paying visit to their
hometown during the Chuseok holiday and supported vehicle community and implemented “Before Service” to serve customers first. Kia Motors was ranked in the
first place in the KS-SQI (Korean Standards - Service Quality Index) for four years in a row.
Kia is committed to realizing harmonious society by participating voluntary activities including “School Zone Campaign”, international aid for poor children and
“Spare Change from Wages Campaign” to take corporate social responsibility.
・Market Share per Company (Domestic)
Segment Domestic
Market Kia M/S
Domestic
Market change Kia
20072006
M/S change
PCs 689,617 115,575 16.8% 748,024 8.5% 122,878 16.4% -0.3%p
RVs 264,404 97,489 36.9% 282,061 6.7% 95,479 33.9% -3.0%p
Commercial 225,365 43,775 19.4% 232,654 3.2% 45,107 19.4% 0.0%p
Total 1,179,386 256,839 21.8% 1,262,739 7.1% 263,464 20.9% -0.9%p
(Units, %)
* Based on KAMA new registrations data; there may be slight differences with the company's data
Sales M/S Sales M/S Sales M/S
20072005 2006 Particulars
Kia 257,414 22.4% 256.839 21.8% 263.464 20.9%
Hyundai 554,282 48.3% 569.441 48.3% 618,811 49.0%
GM-Daewoo 108,935 9.5% 131,627 11.2% 139,337 11.0%
Ssangyong 74,529 6.5% 56,551 4.8% 59,229 4.7%
Renault-Samsung 114,510 10.0% 114,523 9.7% 116,990 9.3%
Others 37,979 3.3% 50,405 4.3% 64,908 5.1% Imports, etc.
Total 1,147,649 100.0% 1,179,386 100.0% 1,262,739 100.0%
(Units, %)
* Based on KAMA new registrations data; there may be slight differences with the company’s data