AC Automotive, Ayala Corporation’s automobile business company operating under AC Industrials (ACI), has announced that it will officially re-launch the Kia brand in the Philippines on January 30, 2019 during a recent roundtable discussion led by Kia Philippines President, Manny Aligada.
Kia is the oldest and second largest automobile seller in South Korea, represented in over 185 countries around the world. AC Automotive plans to make Kia a more significant player in the Philippine automotive market by following a specific roadmap that focuses on innovation and disruptive technologies. By emphasizing on the Ayala partnership, strengthening the dealer network and introducing competitive financing packages, AC Automotive aims to stabilize Kia Philippines as a business, with a goal of achieving 10,000 total sales in 2019 (quadrupling their 2018 sales of around 2,400 units). AC Automotive also plans to improve Kia facilities following a global standard, expanding the current dealer network of 37 dealerships to cover other relevant areas nationwide, incorporate digital capabilities into their sales, and introduce next-generation platforms aligned with future market requirements.
AC Automotive will continue to sell Kia’s current model lineup consisting of the Picanto, Rio Sedan, Rio Hatchback, Forte, Soul, Sportage, Sorento, Carnival, and K2500. AC Automotive reiterated their confidence in Kia’s current lineup of models, stating that the brand currently addresses 60-percent of the market with models that cater to a variety of consumer needs. As such, Kia in the Philippines will be positioned as the “approachable everyday companion”, a brand identity that mainstream car buyers can immediately relate to as the Kia brand has had a shared history with the everyday Filipino motorist for over 24 years. Kia doesn’t plan to rest on their laurels however, as three new models are expected to be introduced in 2019.
With the Kia business in the Philippines now under ACI’s wing, customers can expect an upgraded level of service consistent with global standards, yet still retaining that personal touch. Every Kia dealership will also deliver the Kia Promise to Care Programs, which will ramp up aftersales service quality, competence, and parts availability to provide every customer an exceptional service experience. AC Automotive will continue to honor Kia’s existing 5-year / 160,000 kilometer warranty both for units sold under the previous distributorship and for future units sold for the foreseeable future, to ensure that customer trust and confidence in the brand remains strong.
Kia Philippines is led by Arthur Tan as Chairman and CEO and Manny Aligada as President. With the acquisition of Kia, AC Automotive now manages six brands locally, including Honda, Isuzu, Volkswagen, KTM motorcycles, and Maxus.
By Chris Van Hoven