Ayala-backed Kia Philippines is targeting triple-digit growth in 2021, moving back to its 2019 figure of 5,000-unit annual sales. This is good enough for a two-percent market share, doubling their current 1 percent share. This objective was revealed by Kia President Manny Aligada at a roundtable with the media.
Aligada revealed that in 2020, Kia Philippines sold a total of 2,129 units, a 57.6 percent decline compared to 2019. All in all, the Soluto remains the brand’s biggest seller, moving 827 units (38.8 percent) followed by the K2500 at 370 units (17.4 percent), and the Stonic with 345 units (16.2 percent). It’s interesting to note is that the Stonic has been received very well despite being launched just last October. Here is the full breakdown:
- Kia Soluto – 827 units (38.8 percent)
- Kia K2500 – 370 units (17.4 percent)
- Kia Stonic – 345 units (16.2 percent)
- Kia Seltos – 245 units (11.5 percent)
- Kia Sportage – 108 units (5.1 percent)
- Kia Picanto – 92 units (4.3 percent)
- Kia Sorento – 74 units (3.5 percent)
- Kia Carnival – 45 units (2.1 percent)
- Others such as Kia Forte, Stinger, etc. – 23 units (1.1 percent)
KP Motors Corporation, as Kia Philippines is officially known, will launch at least two all-new vehicles in 2021. They may even add an additional two more depending on the exact timing. While Aligada hasn’t revealed what these vehicles are, he said it’s aligned to Kia’s global re-branding where they aim to become a more emotional, valuable brand.
In connection with that, Kia Philippines is also beefing up its aftersales service. Understanding that it’s aftersales service that brings repeat customers to the brand, they have done improvements throughout 2020 such as bulking up their inventory of maintenance, mechanical, and collision parts five-fold.
This year, however, they’re going a step further, tapping DHL as their logistics partner enabling them to ship parts directly from Korea and China within 7 days.
Furthermore, all 300-plus aftersales personnel will undergo re-training and certification. Kia Philippines will also use a remote diagnostic system in cooperation with Kia Korea where technicians can examine a vehicle in real-time and provide expert advice.
Kia will also offer a new mineral oil-based lubricant to customers, offering them 40 percent more savings.
In 2021, Kia will expand to five more locations—two more in Metro Manila, two in Luzon, and one in Mindanao. This will bring their dealer network to 45 locations.
Kia Philippines cautions though that the DTI’s “safeguard measure” may derail their targets. The industry is predicting a dip of 10 percent from their initial 2021 targets bringing the industry to a 273,000-unit figure if the government pushes through with their plans to implement the additional tariff.