WHO THE HECK IS KIA?

In 1993, when Kia Motors America a start-up company, the question often arose from media and consumers alike: "Who the heck is Kia?"  After five years, numerous awards for value and reliability and a nationwide dealer network, the question posed by consumers now is, "Where can I buy one?" The innovative and deliberate marketing strategy, begun so long ago, has paid off with record sales and a solid reputation based on value-laden, reliable vehicles at an affordable price.

After six years of extensive analysis and planning, Kia entered the U.S. market in 1993. To help ensure its success in the United States, Kia carefully planned even the smallest detail, creating an all-new distribution network, training programs and assembly and production techniques tailored for the American market. All three current Kia models - the Sephia compact sedan, the Sportage sport-utility vehicle and the Sportage 2-Door Convertible - were specifically designed for the U.S. market.

Based in Irvine, Calif, Kia Motors America was incorporated in October 1992 as the sales, marketing and service arm for Kia vehicles in the United States. The guiding principle of Kia Motors America is to fill a void in the U.S. marketplace by providing high-quality, high-value vehicles at prices well below the competition and which are backed by a customer-first philosophy.

The success of Kia Motors America can be linked directly to the creative strategies of the parent company, Kia Motors Corp. of Seoul, South Korea. Founded in 1944 as a manufacturer of steel tubing and bicycle parts, Kia quickly evolved into a bicycle manufacturer, then moved into the manufacture of motorcycles and trucks. Kia was both the first Korean company to produce internal combustion engines and the first to build passenger cars.

In addition to the design and manufacture of vehicles, Kia has always prided itself on customer service, and the company has been honored repeatedly for success in that area.  In 1991, Kia became the first automaker to receive Korea's Total Quality Control (TQC) Grand Prize at the 17th National Quality Control and Standardization Contest.  Equivalent to Japan's Deming Prize and America's Malcolm Baldridge Award, the honor is the most prestigious of its kind in Korea. The following year, Kia was again honored as the first auto manufacturer to receive the Grand Prize for General Facilities Management at the 18th annual National Quality Management Competition.

With the support of its parent company and the company's dedication to producing high-quality vehicles at lower prices, Kia Motors America is enjoying continued success as a leader in affordable automotive transportation.