Kia bullish on new normal

Announces dealer expansion, surprise new model and continued growth

Kia Philippines president Manny Aligada is a glass-half-full kind of person. Like the quintessential optimist, he believes that behind every dark cloud lies a ray of hope. The effects of the pandemic have weakened consumer confidence, with numerous businesses closing shop. This is further aggravated by the challenges facing two major contributors to the country’s economic performance — OFWs and BPOs.

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But despite these challenges, Aligada remains bullish. And he shared his positive outlook in a Zoom media session in which he discussed the current economic situation, its impact on the automotive industry, and how Kia intends to use its Power to Surprise to help ease its effects on the company and its customers.

Vehicle sales have declined 52 percent year-on-year. Apart from the aforementioned factors, the cautious approval of auto loans by banks are seen to dampen car sales.

Kia Philippines, however, sees various opportunities for growth — and a way to contribute to the local economy. While the automaker currently sits at the 10th spot in the sales rankings, some of its vehicles are seen as being in tune with the new normal way of life. The Picanto and Soluto, for instance, are perfect for daily drives and for those looking for affordable personal transport. Then there is the K2500, which is ideal for delivery and shuttle services for businesses. Kia has even taken the initiative to fit its K2500 Karga with plastic dividers to enforce physical distancing measures. (From now up to July 31, customers can take advantage of either a low down payment financing scheme or huge cash discounts for these models.)

Other Kia vehicles are also offered with these promos and are similarly designed for their respective target audience. The adventurous who are itching to go to new places can choose between the Seltos, Sportage, and Sorento. Those folks who want a sensible yet stylish city car that can still hold its own on the open road can opt for the Rio Hatchback or Forte. Families will love the Grand Carnival, while the performance enthusiasts will marvel at the Stinger sports sedan.

Just recently an announcement was made regarding the opening of four new Kia dealerships in Marikina, Fairview, Isabela, and BGC by the third quarter of 2020. This would bring Kia’s total dealer network to 34, with four more facilities planned by end of 2020 or early 2021.

All vehicles are backed by a 5-year or 160,000-km warranty and 24/7 Emergency Roadside Assistance. These will be further boosted by upcoming customer-oriented programs such as increasing its parts inventory by 400 percent and subjecting each dealer to stringent operations standards. 

Before the year ends, Kia is set to surprise with two unboxing events. The first is the launch of its Virtual Showroom. Slated for last quarter of this year, it provides customers the opportunity to shop for a new Kia vehicle from the comfort and safety of their homes. This will be followed by the unboxing of an all-new model, designed to cater to the needs of the Filipino motorists and to provide speedy mobility for the Filipinos, by year’s end.

“The coronavirus and lockdown may have taken their toll on the local and global economy. Yet, we at Kia Philippines, are confident that we will overcome these with sales and aftersales initiatives, continuous expansion of our dealer network, entering into the digital age with a virtual showroom, and an unboxing of an all-new model,” says Aligada. He further adds, “All these are designed to not only jumpstart our brand but the economy as well.”