Kia 2009 Annual Report Download - page 20

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Domestic
Business Performance
Kia Motors’ total sales in Korea of 400,000 units in 2009 meant that the
company controls about 30% of the domestic market. Our unique blend
of quality, design, product mix and creative marketing assures us of an
increasingly strong position in the Korean auto industry.
New car sales in Korea surged upward by 20.6% in 2009, reaching 1.39 million units.
The credit for this impressive gain is owed to the successful launches of new models
and one-time government stimulus measures to spur automobile sales. Kia Motors
achieved unparalleled growth compared to any other rival in the domestic market in
2009.
Our ever-popular Morning (known as ‘Picanto’ in overseas markets) continued to be
the market favorite in the super-mini car sector, while Sorento R and K7 (known as
‘Cadenza’ in overseas markets) both recorded gains in their respective categories.
Meanwhile, the government’s lowering of the special excise tax and granting tax
benets for old cars enabled Kia Motors to sell 400,000 units for the rst time since
2002, up 30.5% from the previous year. Kia’s market share jumped to the 30% level
for the rst time in 14 years thanks to the excellent performance and design of our
product line-up as well as differentiated marketing activities and advertisements.
By segment, Kia’s RV sales climbed by 47.0% to 126,000 units, and sales of passenger
cars grew by 26.5% to 239,000 units. Sales of the Morning alone recorded 102,000
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units, which makes it the third most popular vehicle in the nation and the clear favorite
in the super-mini category for the past two years. Sales of the compact Forte (known as
‘Cerato’ in some markets) reached 51,000 units in 2009, while our mid-size Lotze sedan
(known as ‘Optima’ or ‘Magentis’ outside of Korea) posted 10.1% growth to 48,000 units.
Looking at Kia’s newest vehicles, 39,000 units of Sorento R were sold following its
launch in April 2009, outpacing Sorento sales in 2008 by more six times. The K7
(Cadenza) large luxury sedan recorded 10,000 sales contracts within one month of its
launch in November. The K7’s introduction was aided by a strong marketing push to sign
pre-sales contracts and supported by product placements in popular television dramas.
With continuing renement of existing vehicles and a steady introduction of innovative
new models, Kia Motors is rounding out its product line-up and continuing to raise
its brand value. The company’s intense focus on design and marketing is paying off
by bringing new customer segments into Kia’s showrooms and providing high-value
customers with a full range of vehicles to choose from.
REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009
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REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009
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