Kia is looking to make its mark, writes Paul Gover in Christchurch
THE future of Kia is based on honesty. New products will power the Korean carmaker’s global sales push, including a top-five drive in Australia, but the top man at Kia says honesty is the bedrock.
Hank Lee, president of Kia Motors, in an exclusive carsGuide interview, says: ‘‘ The brand is honest. Our customers, whether they are young, or aged but youngat-heart, can expect the products they need from Kia.
‘‘Kia products are also good value for money.’’
Kia is now twinned with Hyundai and sharing mechanical platforms with its Korean big brother, but Lee says there is plenty of opportunity for a different direction.
‘‘We are trying to differentiate the driving dynamics of the products. Hyundai’s brand identity is refined and confident and Kia is exciting,’’ Lee says.
‘‘We are trying to tune the product more to be more dynamic in the handling. Hyundai is more towards the comfort. I think that is the differentiation between the two products.’’
Hyundai and Kia have the same overall objective, but different tactics.
The combined company has a topthree sales target in the medium term and Kia is forecasting more than 2.5 million vehicles a year.
Honesty: Kia boss Hank Lee.