Kia 2009 Annual Report Download - page 21

Although the world’s auto market continued to deal with weak demand in the
aftermath of the nancial crisis, companies that were properly positioned with
the right vehicles in 2009 were able to perform well. Kia Motors was one of those
companies, recording growth in overseas sales of 17.0% to 1.24 million units. A lot of
hard work went into this achievement, including actively tailoring our production plans
and implementing marketing tactics to maximize the returns from each region. In the
end, Kia raised its share of the global auto market from 2.1% in 2008 to 2.6% in 2009.
Major western economies enjoyed increased automobile sales thanks largely to
government stimulus measures. In the major countries of the Middle East, Africa and
Latin America, Kia executed intensive resource management to boost sales in the
most efcient manner possible. In emerging countries, we have continued to explore
possibilities, develop our networks and steadily build the Kia brand. China, which
is emerging as the world’s largest auto market following Europe and the US, was
a particularly bright spot in 2009 with a 70% rise in sales, as local customers took
advantage of reduced duties on imported cars.
As might be expected in a challenging economy, Kia’s small-size passenger cars led
the company’s growth in export markets. Soul and Forte saw particularly successful
global launches, with Soul’ster being named North America’s ‘Concept Car of the
Year’ by the US media. In Europe, intensive localized marketing enabled the cee’d
family of vehicles to continue enjoying strong growth.
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Overseas
Business Performance 
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Kia Motors is actively engaged in exploring new overseas markets and strengthening
sales.
One of our highest priorities in recent years has been managing our entry to the
Chinese market. Demand for passenger cars in China is growing at an incredible rate,
from 5.39 million units in 2008 to 8.28 million just one year later. In line with Kia’s
overall brand strategy, we are targeting young Chinese consumers. Leading the way
is a localized version of the Soul which entered large-scale production in China last
November.
In the US, Kia Motors’ Georgia plant began trial production in the rst half of 2009,
and went into full-scale production in November. Under construction since October
of 2006, the Georgia plant is the nal link in a fully-integrated US-based design
and production system that now sees R&D, manufacturing, marketing and planning
working together seamlessly to ensure rapid responses to changing market conditions.
We have been working to upgrade our dealer network as well by steadily phasing
out low-performing dealers and pro-actively recruiting top talent from competitors’
networks.
Our products are made to be loved and enjoyed by people everywhere – from
Europe to the Middle East, from China to America. Kia’s marketing message
may vary from one country to another, but the core value of our products
remains the same: We make brilliantly designed cars for people who love life.
REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009
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REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009
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