Ayala-backed Kia Philippines is targeting triple-digit growth in 2021 on its way to doubling its market share in the local automotive industry this 2021.
That’s how big a rebound Kia can show in the next 12 months, after selling 2,129 units in 2020—the year in which the entire local automotive industry suffered a 40-percent decline in sales (for a year end total of just 240,000 units sold) due to the COVID-19 pandemic and its resulting community and business lockdowns.
In a virtual media round-table, Kia Philippines President Manny Aligada revealed that the carmaker plans to “unbox” at least two new models this year, thus adding significant sales firepower to the company’s top three sellers in 2020—the Soluto subcompact sedan, the K2500 business and utility truck, and the recently launched Stonic crossover.
Aligada also cited Kia Philippines’ shift to the digital sphere in 2020, enabling the carmaker to gain a wider audience and tap varied markets. He stressed that their efforts to go digital would intensify this year.
Kia in the Philippines will also showcase its roster through a series of activities, beginning with the “My Year, My Kia” program. Meanwhile, in the early second half of 2021, the Kia brand refresh would shift the positioning from “value-for-money” to just simply “valuable”—forging an enduring connection with customers.
Kia is also growing its current dealer network this year, adding five more to its current 40 dealerships.
To strengthen brand relationships, Kia Philippines has committed to the following:
- improved parts availability using reliable partners for direct delivery, wherein parts would be available at the dealer within seven days
- enhanced service quality and lead time with real time technical support using remote diagnosis system
- lower cost of ownership
These are on top of the Promise to Care program, in which customers are assured of a worry-free experience with the five-year warranty or 160,000 kilometers, whichever comes first (the K2500 comes with a three-year or 110,000 km-warranty), and the 24/7 Roadside Assistance that’s free for the first five years.
Despite the thorough plans, Aligada concedes that the future is not set, and that new challenges may present themselves along the way. “These new challenges will always be there, but Kia Philippines will remain resilient and strong-willed. After all, our Power to Surprise springs from our drive to serve,” he said.