From falling to the ground to dying old, although the process of life is irreversible, every hair cut can be regarded as a new life.
In 2021, Kia Motors replaced the old logo that had been used for 8 years, and like people, it also used a new LOGO to announce its new life.
In December 2021, the average MSRP (manufacturer's suggested retail price) of kia brands reached 141,300 yuan, an increase of 32,900 yuan compared with 2020. There is no doubt that Kia's positioning in the minds of consumers is increasing.
Looking at the world, Hyundai Kia Group won 6.668 million units in 2021, ranking third in the world. Among them, the global sales of the Kia brand reached 2,777,056 units, an increase of 6.5% year-on-year, and in May 2021, it reached a sales performance of 50 million units.
Epidemic, chip shortage, deep adjustment, 2021 for Kia Automobile, although there are many difficulties, but the achievements are still remarkable. And, 2022 will get better and better because it's ready.
In 2002, at that time, Dongfeng Yueda Kia had just been established, which was formed by Dongfeng Group, Yueda Group and South Korea's Kia, and walked hand in hand for 20 years.
In 2022, Dongfeng Group's withdrawal officially ended the tripartite cooperation, with the establishment of the new joint venture, Kia will open a new stage of development in China, the new company's name and new strategic plan will be officially announced at the Beijing Auto Show held in April this year.
Based on the new joint venture, Kia regards itself as a new car-making force and will increase its investment in technology research and development in the Chinese market. In addition to the technology research and development center in Yantai, a new digital technology research and development center has also been established in Shanghai, which will combine the actual situation in China and the actual needs of Chinese consumers in the future, and then introduce the successful experience of global Kia to create a different new Kia.
In terms of products, Kia will also continue to increase the brand premium, gradually discontinuing models under 100,000 yuan and introducing more and more competitive global models, such as the new SUV Sportage and its hybrid version, in addition to the K3 remodeled model.
At the same time, 2022 will also be the first year of Kia's electrification, in addition to the HEV model, the pure electric model EV6 will also be introduced. And starting next year, Kia plans to introduce a pure electric model every year.
Seeing yourself as a new force, in addition to moving closer to the Chinese market in terms of product design, another important feature is "customer-centric".
Therefore, Kia will target the MZ generation and set up a new marketing headquarters to integrate online and offline marketing to enhance user experience and create a new brand image. For example, Kia has sponsored the Australian Open for 21 consecutive years, and the EV6, the fourth generation of Jawa and sportage have become official event cars.
On January 19 of this year, Kia also became the exclusive car partner of the League of Legends Mobile Game Pro League, which will bring consumers a richer experience and enhance the sense of belonging of users in a variety of ways.
In the final experience, Kia will fully upgrade the dealer network and replace it with a new CI/SI; in addition, it will also lay out high-end direct-operated experience centers and characteristic city experience stores in major cities across the country, combining online and offline methods, so that users can truly feel the charm of new Kia.
In addition to caring for users, the care for dealers is also essential. To this end, Kia has deliberately adjusted its organizational structure, strengthened the response and management of dealers through new sales training departments and other departments, and continued to promote the "retail-centric" business mode to achieve a win-win situation for both parties.
In addition, in terms of company management, Kia will also introduce more talents who understand the Chinese market to join and take up core positions.
In the context of carbon peaking, carbon neutrality and "double carbon" goals, under the difficulties of energy, environment, epidemic and so on, "sustainable" has become a compulsory course for every car company, and Kia is no exception.
In the medium- and long-term strategy of "Plan S" released last year, Kia wants to transform to "electric vehicles and environmentally friendly mobility", and removing the word "car" from the company name is Kia's most resolute transformation attitude.
"Plan S" mentioned that Kia plans to launch 11 pure electric vehicles by 2026, of which 7 are E-GMP special electric vehicles, and by 2030, it will become a world-class electric vehicle brand.
At the 2021 Guangzhou Auto Show, Kia also unveiled its corporate vision for sustainable mobility solution providers and a "2045 Carbon Neutrality Strategy" in China, with plans to achieve 100% electrification in the European market by 2035, major global markets by 2040, and carbon neutrality in the entire corporate value chain by 2045.
Through the "Blue Carbon Project" for marine ecological protection, the utilization rate of recycled materials will be more than 20% of The Gena brand models will be achieved by 2030. Solar power generation systems will also be fully introduced into the plant to convert renewable energy by 2040, with the Kia plant in Yancheng, Jiangsu Province, becoming a key location for its new energy production and overseas exports.
A few years later, when we look back on 2021, Kia's past will surely be vividly remembered, with new LOGOs, new models and new joint ventures, and even more new faces they show.
Standing at the beginning of the year looking forward to 2022, "All New Kia, All New Start". Pay more attention to the Chinese market, strengthen brand building, efficient management, fine products, reasonable operation, and start a new journey on the 20th anniversary of entering China. Everything Kia is doing now must have a perfect answer, and we can expect a better Kia.