Kia New Employee Orientation

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LEN HUNT
Kia Motors America Executive Vice President COO
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What is a brand?
A complex set of satisfactionsboth promised
delivered
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What ties people to a brand?
1. Truth to Core Promise
2. Ability to Inspire Passion
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Core Promise Then
Low Price Warranty
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Core Promise Now
Value Fun-to-Drive Quality Safety
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The Brand Ladder
PRIDE AND PASSION LEAD TO EMOTIONAL ALLEGIANCE
LOYALTY
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What is brand passion?
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What we are seeing
New products have inspired confidence and
fostered integrity . . .
. . . and our owners are beginning to show their
pride
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The road ahead
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Inspiring passion
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Finding our brand voice
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Raising the brand profile
Relationship with 14 NBA teams
1st ever owner magazine
Kids Choice Awards
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Raising the brand profile
Everything we do - Focuses on greater
familiarity - Fulfills the core promises -
Maintains a sense-of-humor and desire to be
different
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Musical Cars 30 spot
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Focus on Kia.com
Web site ranked 1 by consumers in J.D. Power
poll for the third time
Consumers that visit Kia.com are 60 more likely
to seriously consider purchasing a
Kia
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Kia.com - Spectra 30 spot
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Stand out from the clutter
Finding new, interactive ways to engage consumers
on the Web
Kia.com is the integration engine
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KiaMatch.com - Sportage 30 spot
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Developing pride and community
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Pins 60 spot
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