"Underdog" perception prompts Kia Motors to strengthen brand

CEBU, Philippines - Being deemed as the underdog in the auto industry, Kia Motors took the perception as a motivation for them to strive even harder to establish their name in the market.

Today known for its trade-in scheme, which boosted its sales despite the financial crisis, Kia now ranks second top auto seller in Cebu.

Gateway Motors sales manager Cyrus Zoleta said that they were able to sell 1,200 units in Cebu alone and they are aiming to sell at least 300 more for this year.

Zoleta said that they are optimistic that they will be able to accomplish their target for 2009 as they have also reached their target goal in 2008 of 1,200 cars.

Zoleta said that the trade-in offer started in 2006 and it has boosted their sales to up to 200 percent noting the shift in their place in the car industry as they only ranked 13th in Central Visayas in 2004 and 7th in 2005. However, since the start of the trade-in offer, the company rose to 6th in 2007 and eventually at the second top rank.

According to Zoleta, their prices are even much higher compared with other companies but the Cebu Market have positively accepted it as reasonable considering the quality of cars that they sell and five-year warranty that comes with every purchase.

Prices of Kia cars range from P600,000 to over P3 million. Zoleta said that their Picanto, Rio , Sportivo, and Carens brand remain the company’s top seller in the market.

Zoleta said that aside from this, their wide range of products is something that the public looks out for as they cater to all classes with prices suited for each customer’s choice of car.

He said that KIA is as competitive as the other long-time brands as they continue to come up with new models that have been a hit to customers all over.

Lately, new units have been introduced like their all new Sorrento and Soul.

Zoleta said investing more in time of the crisis was one of the company’s strategies that have gained the acknowledgement of various groups.

Zoleta said that they are very proud that KIA has made a name in the industry and said that they will continue to come up with more surprises and quality cars for the public.

KIA motors is aiming to be in the Top 6 by 2010 globally but has accomplished this early on by currently placing as 4th all over the world.