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LEN HUNT. Kia Motors America Executive Vice President & COO. What is a brand?. A complex set of satisfactions both promised & delivered. What ties people to a brand?. 1. Truth to Core Promise. 2. Ability to Inspire Passion. Core Promise: Then. Low Price & Warranty. Core Promise: Now.

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LEN HUNT

Kia Motors America

Executive Vice President & COO


What is a brand?

A complex set of satisfactionsboth promised & delivered


What ties people to a brand?

1. Truth to Core Promise

2. Ability to Inspire Passion


Core Promise: Then

Low Price & Warranty


Core Promise: Now

Value

Fun-to-Drive

Quality

Safety


The Brand Ladder

PRIDE AND PASSION LEAD TO EMOTIONAL ALLEGIANCE

=

LOYALTY



What we are seeing

New products have inspired confidence and fostered integrity . . .

. . . and our owners are beginning to show their pride



Soul – Confirmed production for 2009 MY

Peter Schreyer

Chief Design Officer

Kue concept

Inspiring passion



Raising the brand profile

Relationship with 14 NBA teams

1st ever owner magazine

Kids’ Choice Awards


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


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


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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