CAC’s brand strategy has been to develop strategic partnerships with sporting organizations in order to gain visibility and attract mass audiences.
A few years ago, Kia was known only for its diminutive and seemingly indestructible and inexpensive compact hatch, Pride.
Then came the merger with fellow South Korean, Hyundai, in 2010.
But despite being in the shadow of its giant-slaying and overachieving sibling (even sharing platform and engines with Hyundai), Kia managed to transform its image, even hiring former Volkswagen designer Peter Schreyer to improve the style of its lineup.
“The brand is already making significant strides, especially here in the Philippines. Sales for the brand are up (a total of 6,774 units were sold from January to November this year) and in fact doing much better than a lot of its competitors,” said Ginia Domingo, president of local Kia distributor Columbian Autocar Corp.
More exciting
Indeed, there has never been a more exciting time for the Kia brand in its more than 20-year presence in the Philippines.
“As custodians of one of the world’s best-selling brands, we at CAC have gone the extra mile to ensure that the current momentum brought about by Kia’s global resurgence is felt by Filipinos in the very Kia vehicles they own,” Domingo said.
With the launch of the all-new Kia Rio early this year, along with the award-winning Optima mid-sized sedan and the new Sorento mid-sized SUV (both revealed in August), CAC was able to cement into the minds of consumers the dynamic and fresh design direction the Kia brand is headed to.
Compliment
To further compliment the Kia’s youthfulness, dynamism and excitement, CAC has also made sports a key channel to reach out the public.
“From our renewed partnership with the Philippine Azkals, who have also been very supportive of the second Kia Cup football tournament; to our continued patronage of the Australian Open, where we will be sending a local amateur contingent to compete with the world’s best this coming 2013; and to our ventures in major triathlon and cycling events throughout the country, we have established Kia as a brand for the young and the young at heart this 2012,” she said.
To cap the brand’s achievements this year, Domingo reported that Kia is now a part of the exclusive list of the “Top 100 Best Global Brands” as revealed by Interbrand, the world’s largest brand consultancy agency.
“This is one fact Kia owners can relish, as they are indeed an integral part of the success the brand now enjoys. Indeed, more fun times lie ahead for Kia and CAC. We hope and pray that our buyers will continue to share in our future milestones in the years to come,” she said.