Kia 2012 Annual Report Download - page 17

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Our market share in Europe reached 2.6%, up 0.5
percentage point. In China, the K3 garnered high acclaim,
and combined with K2 (localized version of Pride/Rio), K5
and Sportage, drove sales to new highs. As a result, our
sales volume stood at 481,000 units in 2012, an increase
of 11.1% year-on-year, and our market share reached 3.8%,
up 0.2 percentage point year-on-year. In other markets,
our sales volume recorded 858,000 units, up 10.3% from
the previous year.
Working Globally, Acting Locally
The biggest driver of Kia Motors’ sustained growth in
the global market is our successful localization strategy.
We develop strategic models befitting the needs and
consumption trends for each region of the world. As of
the end of 2012, we sold strategic models in three regions
– Europe, Russia and China.
We began the introduction of localized models in 2007
with the launch of the cee’d, a model created specifically
to target European consumers. Sales volume for the first
generation cee’d manufactured at our plant in Slovakia
totaled 708,000 units, driving the performance of Kia
Motors in Europe. In 2012, the second generation cee’d
with a dynamic and stylish vibe was launched. The
original cee’d contributed to promoting Kia Motors’ brand
recognition, while the new model is likely to enhance
sales volume in the region by upgrading our product
line-up in Europe.
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