With the launch of the Visto and Carstar, Kia opens a new chapter in its history and reaffirms its
commitment to growth and industry leadership.
Kia Motors Corp. rolled out its two newest products, the Visto minicar and Carstar minivan on April 15 at
the Grand Ballroom of the Hyatt Regency Seoul. With the launch of the first new products since Hyundai
Motor Co.'s strategic alliance with Kia, Kia management and labor union leaders jointly reaffirmed their
commitment to build and strengthen Kia into one of the world's leading automakers in the 21st century.
The celebration attracted numerous luminaries including Hyundai Group founder Chung Ju-Yung, Hyun-
dai Group Chairman Chung Mong-Koo, Commerce, Industry and Energy Minister Park Tae-Young,
Construction and Transportation Minister Lee Jung-Moo, Korean Chamber of Commerce and Industry
President Kim Sang-Ha and numerous other distinguished figures.
The cornerstone for Kia's future growth and prosperity was laid last month when company management
and labor union representatives reached an agreement to end work stoppages in exchange for assura-
nces of job security. Both sides reaffirmed their commitment to work together to rebuild the corporate str-
ength of the automaker under the twin slogans "The Second Corporate Foundation" and "Kia's New Start
"This agreement provides us with a priceless opportunity to open a new chapter in our corporate history,
to share our vision of the future and map out our strategies for enhancing our competitiveness with the
goal of regaining the trust of our customers and partners," said a Kia spokesman.
The opening ceremonies echoed the "New Progress" theme. Hyundai Group founder Chung Ju-Yung del-
ivered a welcome message followed by congratulatory addresses by cabinet ministers in attendance.
The second part of the evening program included a laser light show, a video presentation on Kia's corp-
orate vision and a celebration of music and dance under the "The Sun of New Millenium" theme. Finally,
with "Into the Minds of Customers" serving as the program theme the two evening stars were unveiled ag-
ainst a backdrop of champagne toasts and applause. Guests could then enjoy a buffet dinner and the o-
pportunity to get a first-hand look at Kia's two newest cars.
The assembled guests were especially attentive to the words of Hyundai Group founder Chung Ju-Yung
who made a rare public appearance. "I am very glad to take today's opportunity to show the future of Kia
Motors one of Korea's leading automakers. As shown in the recent agreement reached by Kia managem-
ent and union to end all labor disputes, I am certain that Kia Motors under the leadership of Hyundai Gro-
up Chairman Chung Mong-Koo will make a great leap forward to become one of the world's leading auto-
makers in the 21st century. On behalf of the Kia family, I would like to ask all of you to continue your supp-
ort and devotion as Kia Motor works its way toward becoming a global automaker," Chung Ju-Yung said.
What made this event different from conventional car launches was the decision to assign 80 Kia staff to
serve guests throughout the evening. Rather than hire professionals, the Kia staff took the initiative to ser-
ve guests as an expression of their commitment to service and to promote customer loyalty and trust in
the company. Hyundai Group Chairman Chung Mong-Koo is credited for coming up with the novel idea.
With managerial and financial stability restored, Kia outlined its medium-term vision.
The primary goal is to become one of the leaders in the global auto industry and to this end, the entire
Kia family has made a commitment to implement a more intensive management innovation campaign in
order to transform the company into a profitable automaker with global competitiveness. Accordingly, Kia
will increase total domestic sales to 540,000 units and annual overseas shipment to 760,000 units.
The second goal is to make Kia "a company with a dream." Company management will strive to create an
ideal labor-management relationship so that every member of the Kia family will have a positive outlook on
the future with fair compensation and job security for all.
Finally, Kia aims to be "a company known for reliability and dedication to customer satisfaction." Kia is det-
ermined to become a socially responsible company that contributes to community development while at
the same time returning its profits to its shareholders and customers.