Kia 2012 Annual Report Download - page 18

Download and view the complete annual report

Please find page 18 of the 2012 Kia annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 114

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114

In China, our marketing focus was on attaching styling
favored by Chinese consumers to high performance
products befitting of our dynamic brand image. Of
particular note, the K3 (Cerato/Forte), a model designed
to suit the taste of Chinese consumers with luxurious and
dramatic exterior design, has gained popularity. Thanks
to its specialized design and localized marketing, Kia’s
average annual sales volume growth in China for the last
four years posted 37%.
Kia Motors seeks localization not only in sales but also in
production. Local production systems are in place in the
U.S., China and Slovakia, and the monthly sales volume
of overseas plants surpassed 100,000 units for the first
time in September last year. Kia Motors’ Georgia plant
in the U.S. produced 272,000 units, up 31.5% year-on-
year, while the Slovakia plant manufactured 292,000
units, up 15.8% from the previous year. Our plants in
China produced 481,000 units, up 11.1% year-on-year.
Furthermore, construction of Kia Motors’ third plant in
Jiangsu Province, China began last June. This new plant
will have an annual production capacity of 300,000 units
and will be completed in the first half of 2014. It will bring
Kia Motors’ total annual production capacity in China to
740,000 units, by adding to the 140,000 units at the first
plant and 300,000 units at the second plant.
Kia Motors has equipped itself with the systems required
to make prompt responses to market needs through the
localization of all areas of the business. From design,
R&D, production, sales and services, we have established
a robust foundation to grow as a world-class automaker in
the world’s three major markets – China, Europe and the
U.S.
Enhancing Our Corporate Value
In 2012, our strong performance was reaffirmed not
only in terms of quantitative growth in sales volume and
revenue, but also by winning various awards at home
and abroad. In particular, we won the bronze prize in
Transportation Design at the 2012 IDEA Award with the
Rio (Pride) last July. This was the first IDEA Award in
our corporate history. The Rio (Pride) was also awarded
the 2012 red dot Design Award along with the Picanto
(Morning) last March. In November, the pro_cee’d was
designated a winner in Transportation Design of the 2012
iF Design Award. As a result, we won a ‘grand slam’ of
the world’s top three design awards – the red dot Design
Award, iF Design Award and IDEA Award.


