Kia wants to add more advanced technology on its cars, focus on quality

Article by Christian A., on April 3, 2013

Kia Motor Corp. would want to soon be known as one of the mainstream brands comparable to Volkswagen, according to Oh Tae-hyun, the COO in charge of Kia's international business division. Lee Soon-nam, currently the vice president of Kia's overseas marketing group, said that 30 years ago, he was tasked to buy engines from Kia’s rivals like Hino Motors Ltd. and Daihatsu Motor Co.

He shared that at the motor shows worldwide, Kia’s officials would examine the newest models from Japan as they didn’t see any point in scrutinizing German luxury brands like BMW and Audi. They thought that these brands were so obviously out of their league and so it will only waste their time and money. The scenario is very different today as Kia is using BMW and Audi as its benchmarks.

It is also now on its way to getting out of Hyundai’s shadow. Kia’s new target is to pattern the identity of its brand after Volkswagen as it aims to reach the mass market but it still wants to be a notch higher than the others when it comes to quality and style. When interviewed by Automotive News, Kia’s officials talked about its two-pronged approach to build and differentiate the brand. They also emphasized Kia’s concentration on quality and the release of a range that plays up the use of advanced technology.

However, Kia worries that its move to build the brand may be hampered by increasing output too early to achieve sales targets or by removing content from vehicles to cope with unfavorable currency rates.

Kia is on course to soon be mentioned alongside the volume players due to a threefold climb in worldwide sales since 2002. In 2012, Kia was able to sell 2.7 million vehicles globally. It now aims to achieve a 28% increase to 3.5 million in 2016. It believes that its U.S. sales will increase by 6% to 590,000 in 2013 from record sales of 557,599 units in 2012. Because of this estimated surge in expansion, its officials have become concerned.

Topics: kia, technology

If you liked the article, share on:

Pin It

Comments

Recommended

South Korean car company SsangYong recently revealed sketches of their upcoming SUV. We’re not always impressed by Korean car designs, but this one looks quite promising. Yup, it is the...
by - March 26, 2017
Twenty-eight years after the company was first launched by Toyota, which was initially targeted to the United States market only, Lexus has already made its way to over 70 countries....
by - March 26, 2017
Last year was probably Porsche’s best year ever in terms of sales. Their factory in Stuttgart delivered 237,778 cars in total, which represents a six percent increase compared to the...
by - March 26, 2017
Lamborghini has disclosed that it is looking into the possibility of releasing electric vehicles. With the Volkswagen Group revealing that it will be releasing electric vehicles within several years, there...
by - March 25, 2017
Daimler AG, through its Smart division, has disclosed that its two electric models, the Smart ForTwo and the Smart ForFour are now open for orders in Germany. Official market launch...
by - March 25, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries