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Kia: 20% growth still on the cards

Difficult trading conditions will not stop Kia Motors UK achieving a 20% hike in showroom business this year.

But a lack of significant new product in future means renewed focus on organic growth.

“We are on track to achieve a 20% lift to 65,000 registrations for 2012 and that will put us well on the way to becoming one of the top five mainstream car firms in Britain,” said Kia Motors UK marketing director Lawrence Hamilton.

A month into his new job, Kia’s former marketing communications general manager revealed that the prospect of up to five years without more new models in the showrooms is set to prompt a change of direction in marketing.

“Our ambition is to be achieving a consistent 100,000 registration level in the next five years.

"The intention is for organic growth, so getting there is the hard bit and this is not about pushing cars into the market.

“Replacing OK cars with good cars has been great for the dealers and confidence is high, but the glut of new models is over and we now face five years with essentially the same cars.

"The trick will be maintaining interest and still managing to increase sales – we have to switch our focus to investing more into positioning each model and offer any discounts in a smarter way,” he said.

Kia plans to put customer loyalty to the fore, invest effort into conquest business and look for fresh initiatives to reach best-in-class status, Hamilton said.
 



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