hird, promote more aggressive marketing strategies.
Kia will undertake more aggressive advertisement activities through major local
publications and mass media to promote its corporate image in local markets. Also,
it will provide more substantial marketing support to local dealers while at the
same time providing after-sales service which is more locally adapted to the needs
of local consumers. To this end, the company will make the best use of its Internet
system to facilitate the most convenient supply of necessary auto parts.
In the meantime, Chairman Chung Mong-Koo has reiterated the importance of advancing
the normalization of Kia management since his inauguration as the new chief executive
of the company. In particular, he instructed the heads of the eight regional head-
quarters to do their best to calm down the worries of their dealers, after listening
to the difficulties they are facing in local markets as well as taking in their
suggestions for export promotion.
As a result of these efforts, Kia exported more than 30,000 units in January and has
already secured purchase orders for more than 30,000 units this month. Company officials
consider this achievement as a positive indicator of Kia's success in expanding exports
this year. They committed themselves once again to realizing this year's export target
of 500,000 units, a 57 percent y-o-y increase, by all possible means.
Kia's Regional Export Goals
Mid & South America
East Europe / CIS