The year 2020 may have been a tough time for the automotive industry with a 40 percent drop in total sales to around 240,000 units. Yet carmakers like Kia Philippines are confident that it will be able to bounce back in 2021.
This is the underlying message given by the Korean brand’s Philippine arm during its media RTD held recently with members of the motoring press. According to Kia, led by its President Mr. Manny Aligada, it is optimistic that the coming year will be a brighter one not only for itself but for the industry as a whole.
So how does Kia Philippines intend to come back?
To double its market share this year (from sales of just 2,129 units in 2020), Kia Philippines intends to put the customer first in everything it does. Its My Year, My Kia campaign lets people know that there is a Kia vehicle for every kind of need and lifestyle. This will be followed by other campaigns, including a brand refresh that’s in line with the global brand reboot that took place last week.
The bolder and more customer-centric brand will also bring in at least two new offerings that will join the wide range of Kia vehicles. This would hopefully help boost sales led by best sellers like the Soluto, K2500, and the recently unveiled Stonic.
Apart from this, the dealer network also looks to get a boost with 5 new dealers in the pipeline. While it may be down from the 10 facilities rolled out in 2020, Kia Philippines says that these new dealers would be concentrated in strategic locations that would help it reach more customers.
To support this dealer growth, Kia intends to beef up its presence in the digital space as well, with more emphasis on meeting customers online. Not only is this a response to the growing number of Filipinos who are utilizing the power of technology but is also one way it can help reduce the risk of further spreading the dreaded coronavirus.
And of course, all these efforts would be useless without taking care of the customer even after the sale is made. This means strengthening its after-sales service with such programs as assured parts delivery within 7 days of order from the dealer, stocking up of parts inventory, a remote diagnostics system to help speed up repairs and troubleshooting, and even more affordable service.
All told, Kia Philippines aims high for 2021.