Kia Spectra to Be Introduced to the United States Early Next Year
- Projected annual sales of 20,000 Spectra
- Total projected sales to North America to be increased 48% to 200,000
Kia Motors is planning to introduce its 'Shuma,' a widely acclaimed four-door hatchback sedan in Korea, to the United States with annual projected sales of 20,000 vehicles from April, next year. For a successful launch, Kia changed the name of the sedan into 'Spectra' from 'Shuma' and plans to fully undertake manufacturing from next month. In the meanwhile, through KMA (Kia Motors America), Kia is carefully preparing its successful launch by establishing promotional activities and checking its local dealers.
'Spectra' is a plural term for 'Spectrum' in English with a secondary meaning of 'shedding a light all throughout North America.' The company hopes to receive favorable response from its local customers with its friendly approach. After launching its own brands, Sephia and Sportage, in North America in 1994, the company enjoyed a rapid growth in annual sales on the back of its superior products and unique marketing strategies such as differentiated promotional activities. (Refer the table.) Kia is expecting to achieve its projected annual sales in the North American region of 135,000 vehicles this year, and plans to increase its export by 48% to 200,000 vehicles next year, which will be 30.8% of total projected export volume of 650,000 vehicles. For this, the company plans to introduce its subcompact sedan, 'Rio,' in the first half of next year, in addition to launching Spectra early next year, while boosting its sales of Sephia and Sportage. Furthermore, it plans to provide products with better quality and reinforce its marketing strategies by means of local advertisements and events.