As an automobile brand familiar to domestic consumers, the Kia brand ushered in a new opening year in the past 2021, and achieved gratifying results in brand building, new car listing, revenue improvement, operation management and other aspects, initially enhancing the Kia brand image.
Facing the current 2022, Kia will open a new stage of development in China, Yueda and Kia plan to form a new joint venture, the new joint venture company plans to increase capital by 900 million US dollars, through the expansion of investment, the introduction of new models, the development of new energy vehicles, the establishment of export bases, etc., to rapidly increase vehicle sales and capacity utilization. According to the plan, Kia will release a new company name in April this year, a new brand strategy, and will bring five major changes, which are worth looking forward to.
The first is to integrate into the global system and increase the investment of resources in the Chinese market. After the corporate restructuring, on the one hand, Kia will refer to the successful experience of global Kia and introduce more global system resources, on the other hand, it will more closely combine China's actual situation, re-set sail with the attitude of a new force startup, pay more attention to the needs of Chinese consumers, and better realize the combination of globalization and localization. In the future, Yancheng will become an important hub for Kia's new energy production and overseas exports, and play an important role in Kia's global strategic layout.
Secondly, Kia will strengthen brand building and make the new Kia deeply rooted in the hearts of the people. Relying on the newly established marketing headquarters, Kia will strengthen the online and offline integrated marketing of the target group of the MZ generation, carry out cross-border cooperation according to user preferences and life scenarios, hold IP activities such as brand days, and take advantage of the 30th anniversary of the establishment of diplomatic relations between China and South Korea to strengthen brand building, strengthen consumer experience, and establish an innovative brand image.
At the same time, Kia will also actively carry out innovative marketing activities to show Chinese consumers the vision of "New Kia" and sustainable future business. With the dealer's location as the center, strengthen regional marketing, effectively increase the consumer brand experience contact point, and continue to carry out "door-to-door test drive" and "door-to-door maintenance" services throughout the year, so that consumers can test drive new cars at home and meet the basic after-sales service, and enjoy a good brand experience. In addition, the new SI (Terminal Image System) will be applied to all 4S stores and city showrooms, so that everyone can feel the new Kia brand image.
The third is to make management efficient and form an efficient organizational system. Kia will promote internal high-quality talents to core positions, and at the same time, introduce local professionals who understand the Chinese market better, and greatly enhance the competitiveness of the organization. In addition, by adjusting the organizational structure and establishing an organizational system that can quickly respond to market changes, we have newly established sales training departments and other departments, increased the functions of regional business departments, strengthened the support and management of dealers, cultivated a first-class sales team with professional quality, and continuously improved sales and service capabilities.
A relevant person from Kia said, "Kia will accelerate the landing of the 'Global Kia' image in the Chinese market, and form a more efficient decision-making process through organizational structure adjustment, solidly promote the development of various businesses, and start again in the Chinese market." In the future, Kia will continue to deepen its efforts in the Chinese market and explore the most suitable management system for the Chinese market. ”
The fourth is product quality, providing better choices for Chinese users. Kia will focus on promoting the introduction of global strategic models and new energy vehicles, and win consumer recognition through product competitiveness. The new models launched this year will be equipped with a large number of safety configurations and new technology configurations to further enhance product performance and market competitiveness, and together with models on sale such as Jawa and Smart Run Ace, we will improve Kia's global strategic model lineup. This year, Kia will unveil a new flagship SUV, the Sportage, and its hybrid version, as well as a K3 facelift.
And 2022 is the first year that Kia opened electrification, in addition to the introduction of HEV hybrid models, the overseas market hot pure electric model EV6 will soon be introduced into the country, and plans to start from next year to 2027, with the new pure electric vehicle EV6 as the starting point, every year in the Chinese market to launch a new electric vehicle model, and gradually build a new EV matrix of 6 electric vehicles, to provide consumers with more diversified mobile solutions.
The last big change is the rationalization of operations and the cooperation with dealers. Kia will focus on the profitability of terminal dealers to carry out business work, set pragmatic operational indicators according to the actual needs of dealers and market needs, continue to promote the "retail-centric" operation mode, and achieve sustainable development with dealers.
Since Its entry into China in 2002, it has sold nearly 6 million vehicles, which has strongly driven the development of the local auto parts industry. 2022 coincides with the 30th anniversary of the establishment of diplomatic relations between China and South Korea and the 20th anniversary of Kia's brand entry into China, which is also a key year for Kia to deepen its strategy of brand renewal and 2045 carbon neutrality. In the next decade, Kia has set a target of more than 4 million units in China, and the future can be expected.