Kia is reviving the brand in the Philippines under Ayala Corp.’s AC Automotive Inc. with target sales of 10,000 units in 2019.
Kia Philippines president and chief operating officer Manny Aligada said the company was looking at a long-term campaign to future-proof the brand through innovation and disruptive technology.
“In 2018 to 2019, we will stabilize the brand and start expanding our existing dealer network, the one responsible for the 10,000 sales in 15 years. But we are also looking at opportunities for growth in Metro Manila, pushing to the North and to Mindanao,” he said.
The company plans to improve facilities of its dealer network to align with global standards and incorporate digital capabilities in engagement in sales.
Kia currently has a stable dealership network of 37 nationwide, including 10 in Metro Manila and 27 dealers in the provinces.
The company said another ingredient for its growth recipe would be mindfully building representation with fleet accounts and customers.
Kia has nine model line-up spread in a number of segment from mini passenger cars, subcompact sedan/compact sedan, sub-compact SUV, mid-size SUV to MPVs, and cab and chassis.
However, it has yet to complete the commercial segment.
The company plans to bring in pick-up models, vans, trucks and buses to fill-up the lacking 40 percent of the commercial segment.
Aligada said Kia sales and market eroded in the last four years, although sales peaked at 10,000 units in 2015 and market share rose to 4 percent.
Market shared dipped to 0.6 percent with sales of 2,400 units in 2017.
“We expect market shares this 2018 to remain at less than 1 percent, but we’re certainly bullish in the years to come,” Aligada said.
The brand plans to bring in three model units in 2017 to help drive sales. Kia model-line in the Philippines include the Picanto, Rio Sedan, Rio HB, Forte, Soul, Sportage, Sorento, Carnival and cab and chassis model K2500.
AC Automotive now manages six brands including Honda, Isuzu, Volkswagen, KTM motorcycles and Maxus.
