This year, on the occasion of the 20th anniversary of Kia's entry into the Chinese market, Kia released the New Kia China strategy, focusing on customer experience innovation, comprehensively upgrading channels, products, marketing, and branding, and reshaping Kia's brand image in the Chinese market. Data show that from January to November this year, Jiangsu Yueda Kia Automobile Co., Ltd. sold a total of 120,301 units, a decrease of 15.2% compared with the same period last year due to the impact of the epidemic and chip shortages.

As shareholders of Jiangsu Yueda Kia Automobile Co., Ltd., both Yueda and Kia have strong strengths that cannot be underestimated. According to public information, from January to September 2022, Jiangsu Yueda Group achieved a consolidated operating income of 72.046 billion yuan, with a net profit of 752 million yuan attributable to the parent company, a year-on-year increase of 309 million yuan, and its profit reached the best level in the same period in history; similarly, in 2022 From January to September, Kia's global sales reached 2,171,592 vehicles, a year-on-year increase of 2.03%, with sales exceeding 63.44 trillion won (approximately RMB 339.18 billion), and operating profit exceeding 4.6 trillion won (approximately RMB 24.59 billion). The profitability of both shareholders continues to improve, providing a solid backing for the rejuvenation and development of Jiangsu Yueda Kia Automobile Co., Ltd.

Based on firm confidence in the prospects of the Chinese market, the two shareholders established a new joint venture company to start a new era of joint ventures, and decided to increase the capital by US$900 million in early 2022 to further expand investment in the Chinese market. Moreover, Kia pays special attention to technology R&D investment in China, and successively established Yantai Technology R&D Center, Guizhou Big Data Center, and China Qianzhan Digital R&D Center in Shanghai, building a Shanghai-Yantai-Guizhou "Iron Triangle" R&D matrix, R&D Products that are more in line with the needs of Chinese consumers. In particular, China Qianzhan Digital R&D Center is Hyundai Motor Kia's first overseas forward-looking digital intelligent R&D center, focusing on the research and development of innovative technologies and services in the four major areas of mobile travel, electrification, interconnection technology and autonomous driving, with a more comprehensive and more comprehensive In-depth understanding of Chinese users, the launch of cutting-edge technologies and products to meet their needs.

It is worth mentioning that while actively transforming towards the domestic market, the company is still striving to create new market growth points. At present, Jiangsu Yueda Kia has exported more than 120,000 units in total, with a cumulative export value of more than 1.2 billion US dollars. The exported products are exported to 50 countries and regions including Southeast Asia, the Middle East, Central and South America, and Africa. According to the plan, by 2026, the annual export scale of the Yancheng plant will expand to more than 100,000 vehicles, turning it into a veritable global export base.

Products are always the cornerstone of the brand's upward development. In order to bring better high-quality car life to Chinese users, Kia introduced the world’s latest flagship SUV this year, the fifth-generation Sportage, after successively introducing global models such as Jiahua and K5 in the past two years. Tuojie, relying on the strong product power of the "hexagonal all-around fighter", has become an ideal car for the MZ generation.

It is worth mentioning that the introduction of the Lion Platinum World has completely broken consumers' perception of "joint venture reduction" and made Chinese users feel Kia's intentions and sincerity through the way of adding configuration. Lion Platinum is not only developed based on the global high-end X-line version, but also performs well in terms of intelligent technology, high-end configuration, power performance, NVH quietness, etc., especially in terms of power, it provides 1.5T, 2.0T, 2.0L HEV has three power options, and all series are equipped with AT gearbox as standard, bringing a high-performance driving experience rarely seen in its class.

In terms of electric vehicles favored by Chinese consumers, Kia is also accelerating its deployment. It is understood that Kia will take the EV Day brand conference held in early 2023 as an opportunity to officially announce its entry into the Chinese electric vehicle market, and start with the domestic launch of the globally popular EV6 next year. -By 2027, the pure electric vehicle built on the GMP platform will launch 6 EV models in the Chinese market. At present, EV6 has been displayed in two Kia City Stores in Xi'an and Haikou, allowing Chinese consumers to taste the unique charm of EV6 in advance.

As the saying goes, those who win users win the world. The development of any brand is inseparable from the support of users. Since Kia took root in China for 20 years, it has always adhered to the "customer-centric" approach. In order to reshape consumers' perception of Kia, Kia has upgraded all dealer stores across the country with the globally unified standard SI 2.0, bringing users a more pleasant, professional and convenient service experience, and innovating the customer terminal experience.

While renewing and upgrading the traditional dealer channels, Kia also launched a new channel for the transformation of electric vehicle brands - City Store. In order to better expand customer touchpoints, Kia City Stores are all set up in the core business district of the central urban area, with rich multi-functional spaces, not only allowing consumers to experience Kia’s cutting-edge technical strength in the field of electrification at zero distance, but also Through warm-colored lighting, natural wood grain decoration and other atmosphere creation, as well as professional services, it brings a relaxed and warm experience to store users as if they are at home, and becomes a new platform for Kia to innovate user experience.

In the next three years, Kia will upgrade all dealer stores across the country to SI 2.0, and operate City Stores in more than 200 core business districts in key cities across the country.

The market situation is unpredictable. In the future, Kia will continue to adhere to the "customer-centric" principle, accelerate the implementation of the New Kia strategy on the basis of the new joint venture, continue to deepen the Chinese market, and better meet the needs of Chinese consumers with the attitude of a Chinese enterprise .