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Kia India scores 5 lakh sales in just 3 years: Decoding their winning strategy – Times of India


Kia India introduced that it has crossed the 5 lakh sales mark in India inside 3 years of its arrival. The South Korean automaker’s Indian arm had arrived in the home market with the Kia Seltos mid-measurement SUV again in August 2019. From this level the corporate went on two develop its portfolio to 4 fashions starting from the sub-compact SUV Sonet to luxurious MPV Carnival. Overall, the automaker has produced over 6,34,224 automobiles from its Andhra Pradesh facility in Anantapur (together with exports). So what’s behind Kia India’s winning strategy for the Indian market that a number of different automobile makers didn’t crack earlier than having to show again?

Picture credit score: Kia India

Sticking to rising segments:
As is clear at a primary look, Kia India’s portfolio is targeted on codecs which have been steadily rising in the Indian market similar to compact SUVs and MPVs. A complete of 7,54,892 SUVs had been offered in 2019, out of which, mid-measurement SUV Hyundai Creta was high performer with 96,989 items offered. However, barely a yr previous on the time, it was the Seltos that was a detailed second at 96,932 items offered.
Currently, Kia holds 40 % of the mid-measurement SUV section with its Seltos and 15 % of the sub-compact SUV section with the Sonet. The lately launched Kia Carens MPV, already caters to 18 % of the funds MPV section in India with 30,953 items offered since February 2022.
The proper packaging:
Kia realises that the brand new-age Indian purchaser desires their cash’s value. Then there’s the added allure of section first options similar to a sunroof, air-air purifier and a Bose sound system that the Seltos delivered in 2019. Add to this, Kia’s distinctive positioning as a parallel to Hyundai, allowed it to be perceived as a premium model proper from the beginning. Sharper designs, higher options and extra premium supplies than the competitors helped Kia construct a model picture that sat above the Hyundais’ throughout segments.

Kia focused on offering segment first features and premium interiors

Kia centered on providing section first options and premium interiors

Halo merchandise:
While catering to high performing segments, Kia India didn’t flip a blind-eye to having Halo or Ultra-Premium choices in completely different segments. When the Kia Carnival launched in 2021, it sat above the famed Toyota Innova in the premium MPV section. The mannequin acquired good sales numbers and reward from each prospects and critics alike.
Then most lately, Kia wowed everybody with the EV6 all-electrical automobile. At an introductory value of Rs 59.95 lakh, the halo product utterly shattered everybody’s notion of what a Kia product may very well be. The EV6 promised a 77.4 kWh battery, all-wheel-drive, 325 hp/605 Nm producing motor, delivering a claimed vary of 528km. Such astronomical figures proved to the Indian market that when they’re shopping for a Kia product, they’re really shopping for right into a world class model.

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Myung-Sik Sohn, Chief Sales Officer, Kia India, says, ‘In the quick 3 years in India, we have now not solely established ourselves because the pattern main and galvanizing model however have additionally led the adoption of new applied sciences. I want to attribute Kia India’s success to everybody who’s and has been a component of the ecosystem. Most importantly, I want to prolong my deepest gratitude in direction of our prospects who’ve saved their belief in the model even in opposed conditions like the worldwide provide chain points. I proudly say as we speak that we have now earned an area in the hearts of Indian customers, and that’s our largest achievement.’
Kia’s success is proof that cracking the Indian market isn’t as powerful as some firms need us to imagine. Almost all manufacturers which have didn’t develop in India or have left the market are those that by no means had the combo of proper merchandise and strategy persistently. Also, it isn’t just Kia however few different new manufacturers similar to MG and revamped manufacturers similar to Skoda Volkswagen have confirmed that so long as an organization has the best merchandise and a grounded method, constructing a worthwhile enterprise may be achieved shortly in India regardless of the prevalent excuse of blaming the federal government for every thing that goes fallacious.
What are your ideas on Kia India’s success in the Indian market? Let us know in the feedback part.





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