EYE OF THETIGER
IN AUTOMOTIVE TERMS, FEW BRANDS CAN MATCH THE TRAJECTORY OF KIA MOTRS' RIDE TOWARDS BECOMING A TRULY GLOBAL PLAYER
AS KIA Motors celebrates 20 years of selling vehicles in South Africa, is it perhaps time to consider changing the brand’s current slogan from “The power to surprise” to “The power to consistently impress”?
Indeed, considering the steady ow of well-designed, well-built and appropriately packaged models launched by Korea’s oldest automotive manufacturer, particularly over the past decade, is anyone still genuinely surprised that KIA is a global powerhouse?
Distributed in South Africa since 1998 by Associated Motor Holdings (now known as Motus), KIA undoubtedly made the most of its board’s 2005 decision to use design as its “core future growth engine”. At the heart of this drive towards a distinct new design language (one that would further di erentiate KIA from its Hyundai cousins), renowned designer Peter Schreyer set about establishing his new Tiger Nose Grille as both the signature of a reimagined KIA brand and as a watermark to the level of inherent build quality this Korean brand was determined to deliver.
To this end – and with a key focus on the important US market – at the same time KIA allocated a billion dollars towards research and development so
as to establish the kind of quality needed to ful l the promises its ashy new designs were suggesting.
Eleven years later, that investment bore fruit with KIA beating the likes of Porsche and Lexus to claim top honours in the 2016 JD Power US IQS Initial Quality Study. Driving the point home, the brand topped the same study the next year, with the Rio claiming rst prize in the small car category of the associated Vehicle Dependability Study ndings.
THE LOCAL SUCCESS STORY
KIA Motors South Africa’s April 2018 announcement that a limited number of the brand’s new Stinger GT performance fastback will soon be o ered in our market is signi cant not only for the fact that it’ll broaden the current local product portfolio. Indeed, the arrival of the most powerful and dynamically focused model KIA has built to date signals both a clear intent towards unsettling the establishment within a segment traditionally dominated by European o erings, but also serves as a spectacular new halo model for a brand better known for o ering safe and secure family transportation focused on e ciency and comfort as opposed to out-and-out performance.
The highly acclaimed Stinger GT represents not only a timely reminder of just how far KIA has come in terms of quality and re nement over a relatively short period of time, but also welcomes an exciting new branch on the family tree.
The 272 kw turbocharged V6 Stinger GT joins the likes of the recently introduced all-new Picanto, fourth-generation Rio, characterful Soul, updated Sportage and the spec-laden Sedona MPV in KIA Motors South Africa’s local range. With every member of the current model line-up consistently acknowledged as formidable contenders within their respective segments, the KIA brand continues to back up stellar levels of build quality and reliability with standard-specification lists few rivals can match.
Boasting an unlimited-kilometre five-year warranty, it’s a range currently sold under the guidance, from ship to showroom, of more than 1 800 employees through 75 dealerships countrywide. KIA Motors South Africa sold 16 355 vehicles in 2017, a spectacular improvement on the 310 units sold back in 1998.
BRIGHT FUTURE
Launched in January 2017, KIA’S five-year Eco Roadmap 2020 strategy is aimed at establishing the brand as a leader in the low-emissions car market by 2020. Here an investment of $10,2 billion by KIA Motors Corporation was set aside for the development of both all-new eco-friendly models (including hybrid and all-electric), as well as the enhancement of current offerings with a view to improving fuelefficiency levels across the brand’s product portfolio by 25% compared with 2014 results.
Under the brand’s recently announced Boundless For All vision, KIA has set its sights on being one of the leaders in future mobility and connectivity. Included in this vision is the ACE strategy encompassing a movement towards autonomy, connected services and electrification. To this end, the brand plans to commercialise level-four autonomous driving technology by 2020 to offer connected technology across every segment, as well as market 16 new advanced-powertrain vehicles (including hybrid, plug-in hybrid, electric and fuel cell) by 2025.
The most tangible example of KIA’S commitment towards a more efficient motoring future was revealed at the Fifth International Electric Vehicle Expo in South Korea during May. The new Niro EV is set to complement an existing Niro SUV range, including a hybrid and a plug-in hybrid derivative, by offering a fully electric operating range of more than 380 km.
All things considered, it’s no wonder KIA continues to gain momentum both on a global scale and in SA. Happy to accept as many quality, dependability and overall satisfaction awards as these customer-driven surveys deliver, KIA’S remarkable trajectory towards becoming a leading automotive player has been mimicked by its steady rise up Interbrand’s distinguished list of Top 100 Best Global Brands.
Here’s to another 20 years of surprise!