- “Distributors’ top managements to direct involvement in marketing activities”
- Embarking on a “win-win strategy in which Kia and company distributors will co-prosper by providing the best quality products to the customers”
- Grand opening of the “Kia World Distributors Conference” with over 200 participants from 80 countries
“Now is the era of CEO marketing.” This was what Mr. Chung Mong-Koo, Chairman and CEO of Kia-Hyundai Motors, announced at the opening of the “ Kia World Distributors Conference”, a special event promoted by Kia Motors. He went on to say, “With me the CEO of Kia-Hyundai Motors and you as the CEOs of Kia Distributors, we should commit ourselves to marketing activities so that both of us - Kia and the Distributors - can prosper together. We can then achieve our goal of becoming in the global top five by 2010.”
Early this year he was awarded the chosen by U.S. Automotive Hall of Frame for his role, and had a series of strategic meetings in North America and Europe where he repeated the need to put great stress on the importance of “CEO marketing”. Overseas marketing activities such as these have attracted great attention from the industry, and many relate them to a significant sales rise in the global markets including the US.
At the Conference, on the evening of the 24th at the Hyatt Hotel in Seoul, Chairman Chung said that he would concentrate his time and energy on helping Kia to become among the world’s top five Auto makers in the 21st century. “I will take all measures,” he said in the speech, “for the success of a ‘Win-win Drive’ strategy in which Kia Motors and the company’s World Distributors may closely cooperate for mutual prosperity.” He pointed out that to achieve the goal “Kia should be able to efficiently meet the market demands and discover what customers want in each region, by providing them with the best service and products of highest quality. In this context, the ability to keep on developing new models and making a bold investment in technological development is very important.”
Before the official dinner party on the same evening, Chairman Chung was introduced to the top managements of overseas Kia Distributors, where he expressed his gratitude for their commitment. As well, pointing out that profitability is the most important element for the success of any business, he said that they should work together in a closer partnership so that both Kia and the distributors can increase profits and make further developments.
The “Kia World Distributors Conference” was held over two days on April 24th and 25th, within the venues of the Kia head office in Yangjae-dong, the Hyatt Hotel and Jeju Island. The 200 top Kia world distributors from 80 countries participated the conference, as these Ladies and Gentlemen were introduced to Kia’s vision for the 21st century and exchanged views on global marketing strategies. The company expects the meeting to become a stepping-stone for achieving its goal of becoming one of the global top five car manufacturers by 2010.
While the event in Seoul was focused on sharing Kia’s long-term marketing strategies and vision, the programs in Jeju-Island consisted of test-driving Kia’s new models, including the Optima and Carnival, and experiencing Korean culture.
At the seminar held in Jeju-do on April 25th, participants talked about the consumer reception of Kia’s vehicles and exchanged views to improve customer service in the global markets. In the following test-driving program, where a total of 80 vehicles were used, the participants had an opportunity to experience Kia’s new products such as Optima, Carnival and Rio while touring around the beautiful island of Jeju. Most expressed their satisfaction about the design, capability and safety level of the vehicles.
During the event, Kia’s Overseas Marketing Division presented a report on the mid-term prospects for Kia in each region. They forecast the continued growth of North American markets due to a rush of new models, while in Europe they believe Kia’s market share will show a recovery due to the introduction of A-segment vehicles (small-size cars). Sales in the rest of the world, including the South American markets, were also expected to steadily grow. Following this discussion they introduced participants to Kia’s full product range, including the BL that will be introduced early next year, along with the company’s mid-term plan of a new product launch. The participants welcomed the product portfolio, saying that it would greatly improve sales prospects.