In just over three years, Kia India, the Indian subsidiary of the South Korean carmaker, Kia Motor Corporation has sold over half a million units in the country. While consumers have accepted the relative newcomer with open arms, the company has clearly got its product strategy right as well.
Kia India closed the last calendar year (2021) with a market share of 6% – a commendable achievement for any company in such a short period of time. Interestingly, till August 2022, the company had further extended its market share to 6.7%. In September 2022, Kia India registered its highest-ever monthly sales of 25,857 units.
Mobility Outlook recently caught up with Hardeep Singh Brar, Vice President & Head – Sales & Marketing, Kia India to take stock of the company’s growth in the Indian market, and to understand its strategy going forward.
Brar said the Indian consumers were very cost conscious till about a decade back, but about five-odd years back, they started demanding more value in their vehicles. Consumers have now evolved to value ‘pride of ownership’, and doesn’t mind paying the cost for good features, good design, and good technology, he said.
Globally, Kia is investing about $22 bn to develop 14 BEVs. Part of that strategy is to launch an India-centric, made for India EV in 2025. The only EV that the country retails in India currently, the EV6, was received with great enthusiasm by the consumers, leading to the company receiving over 350 booking right after launch, whereas its plan was to sell only 100 units.
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