Kia focuses on customer reviews in 2013

Kia focuses on customer reviews in 2013

09/01/2013 in News, All News, Car Manufacturer News

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Kia focuses on customer reviews in 2013

Kia Motors (UK) is focusing part of its 2013 marketing campaign on what its customers think about its cars in a bid to further enhance the public perception of the brand.

A new television campaign starts today, fully supported by press, digital, outdoor and cinema, which draws on the recent awards from Which? as ‘Best Car Manufacturer of 2012’ and JD Power which ranked the Kia Sportage the most satisfying car to own.

The advert carries the strapline “cars which speak for themselves, customers who speak for us,” and uses an animated keyboard wall as a metaphor for the thousands of customer reviews, creating different backgrounds and visuals highlighting the new range of cars.

Kia is partnered with Revvoo to publish independently-verified owner reviews on its website and now has over 3,000 reviews online. It has an average product satisfaction rating to date of 9/10.

Lawrence Hamilton, marketing director at Kia Motors UK, said: “After speaking with consumers, it became very clear how important customer advocacy and peer-to-peer recommendations have become, especially for big-ticket items with longer purchase cycles.

“Our seven year warranty is an expression of confidence in the quality of all out new range of cars, but we know what we say as a brand is far less convincing and compelling than what real owners say. So, we made it easier for customers to really get to know what owning a Kia is like in real words from real people.”

Research into public interest in online reviews has shown that 72% of consumers trust online reviews with 67% reading between two and 10 reviews before making the purchase decision.

From the same research, 22% of adults are influenced by comments and reviews of other internet users.

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Kia Motors (UK)

Like its Korean sister company Hyundai, Kia has been gaining ground against mainstream rivals since the car scrappage scheme was introduced in 2009.

Momentum has been maintained and the quality of new products has continued to impress. Kia’s seven-year warranty is still unequalled in the industry and its 170 dealers handle annual registration volumes approaching 80,000 units, making them almost as busy as Ford and Vauxhall outlets.

Kia has ambitions to reach 100,000 annual sales in the UK, which will require its sales momentum to continue through this year into next. There will be some product renewal to help, including the third-generation Sorento as well as revisions elsewhere in the range.

It will also enter the EV market with an electric version of the second-generation Soul, although this is expected merely to give Kia a presence in the sector rather than add significant volume.

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