Kia 2012 Annual Report Download - page 16

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Driving Our Global Growth
In 2012, Kia Motors maintained its growth in overseas
markets despite the global economic downturn due to
the European fiscal crisis, the economic slowdown in
advanced countries, and sluggish growth in emerging
countries. Brand recognition increased, driven by
competitive products and their reliable quality.
Profitability also improved thanks to fundamentals-based
management with products sold at full price. As a result,
overseas sales made up 80% of Kia Motors total sales
volume, driving our corporate growth and enabling Kia to
achieve KRW 3,522.3 billion in operating income.
Kia Motors’ sales volume in 2012 reached 2,709,000
units, up 9.3% year-on-year. By region, we saw sales of
481,000 units in Korea, 558,000 in the U.S., 332,000 in
Europe, 481,000 in China and 858,000 in other regions.
Global sales by car type can be broken down as follows:
332,000 units for the Optima (K5), 483,000 for the Rio
(Pride), 404,000 for the Sportage, and 53,000 for the new
Cerato/Forte (K3).
The 558,000 units sold in the U.S. market represents
an increase of 14.9% from the previous year thanks to
aggressive localized marketing strategies and brand value
enhancement. The U.S. recorded the highest sales growth
rate among our key markets. Overall, our share of the US
market stood at 3.8%. In the European market, despite
the ongoing economic turmoil, 332,000 units were sold
for an increase of 14.5% year-on-year, reflecting our
continued growth momentum.











(Unit: Thousand units)

2008 




2009
2011
2010
2012
(Unit: %)
2012

2011
2010



