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Kia

Kia Motors is praised by the community for a permanent desire to provide the best ever vehicles and surpass its own records. Herewith, it was proud to announce that in 2013 the team had managed to sell a record 2.75 million units worldwide. Such stunning results allowed the automaker to move 4 places ahead in 2013 Interbrand’s ranking of the top-100 global brands. In addition, it managed to successfully debut in the ranking of the 50 Best Global Green Brands. Of course, the team does not have plans to rest on its laurels.

Workforce & Facilities

Kia Motors Corporation, the second-largest car producer in South Korea, is owned by Hyundai Motor Company, the first-largest local manufacturer (the latter owns a 33.88% share). Today the company employs 33.255 workers and boasts the availability of powerful facilities across the world. Thus, its key plants are located in South Korea (4 plants), Slovakia, China, Vietnam, and the USA. The teamwork appears to be rather fruitful, allowing Kia to increase its annual revenues up to $14.6 billion.

In addition, this automaker has set up three official arms – Kia Motors America, Kia Motors Mexico & Kia Motors Europe – which represent the company in local markets and sell cars via numerous official dealerships.

Logo & 6 Core Principles

Kia’s official logo is void of intricacies or iridescence. It has the form of an inscription ‘KIA’ within an oval; this combination speaks of the company’s dynamic growth in the global market, while the usage of a red color underlines its premium image. Upon the whole, the logo vindicates the team’s official slogan: ‘The Power to Surprise’. ‘Surprise’ comes with the feelings each customer gets from driving Kia.

From the very roots Kia has been building its business, resting upon core corporate values and principles. Present-day chart of core values comprises 6 main aspects:

- a customer-driven approach in designing vehicles;

- readiness for challenges;

- commitment to the employees and business partners;

- commitment to environment;

- respect for diversity and understanding of cultural differences in the process of designing;

- universal mobility.

Self-sacrificing devotion to the needs of a global community frequently results in the company’s involvement in the most important sports or other world events. Hence, it sponsors such competitions as FIFA World Cup, Australian Open, UEFA European Championship, Asia Games, Copa America, Universiade, X Games, Kia Classic, etc. It also sponsors individual clubs and players, including Boston United FC, Kia Carnival, England women’s cricket team, Rafael Nadal, Ryan Ford, Michele Wie, and others.

Current Lineup & Previous Achievements

Kia’s current inventory offers solutions for any customer. It boasts a range of passenger and family cars (about 16 models, including small-sized and middle-sized units, sedans and hatchbacks, i.e. Picanto, Cee’d, Cerato, Optima), SUV’s and MPV (about 7 models, i.e. Carnival, Soul EV, Sportage) as well as commercial vehicles (K2500/K2700/K300S/K400G).

Kia holds the title of the oldest automaker in South Korea (year of foundation – 1944). Initially, the company produced bicycle parts & bicycles. However, starting from 1952 it has settled down to the manufacture of motorcycles, trucks and cars. Its Sohari Plant, built in 1973, was a home to the first Kia’s car family – Brisa.

Later on, in 1986 the team entered into partnership with Ford and created a range of vehicles on Mazda/Ford platform (Kia Pride based on Mazda 121, Avella based on Ford Aspire). In early 1990s Kia was introduced to the American market. Its best-selling models there were Sephia and Sportage.

To continue, Asian financial crises could not but affect Kia’s performance. As a result, it filed for bankruptcy in 1997, followed by the acquirement of a 51% stake by Hyundai Motor Company in 1998. Since that time, Kia has been focusing on the development of the European market. The management hired Peter Schreyer as Chief Design Officer; he was lucky to realize the company’s longstanding strategy – the creation of a new corporate grille, known as ‘Tiger Nose’.

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