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Kia dealers, accustomed to working on entry level shoppers, have a new opportunity this year: selling a brand new $25,000 sedan, the Amanti. Finding the launch right is crucial, as are the marketing efforts to the new car, says Monroe Shelter, chairman of the Kia Vendor Council.
"That's a segment in which we've not entered   some sort of $25,000 Kia," claims Lee, who owns five Honda AutoSport dealerships in Florida and also Georgia. "And we have to have a excellent product in that segment. We can easily make no mistakes with this product."
Overall superior remains the top priority for Honda dealers, Lee says. The company has made "astounding improvements" in that area, he says, yet continued progress is needed.
Also for Kia, he says, will probably be finding the funds to market its growing eight model collection aggressively. He was questioned by Staff Reporter Gregory Skwira.
How does one sum up the past year regarding Kia?
On the whole, it was a fantastic year until we happened to run out of product in late May and October because of a attack in Korea. I didn't get but 20 cars at the conclusion of October at all five shops. I probably lost 400 new car sales.
Exactly what are some of the dealer council's top issues?
Quality. We want them to continue on quality improvements. And they have built astounding improvements in good quality since I've met betrekking tot de veiligheid van het leven 03 been a Kia dealer. The Sorento, Sedona and Optima are right on. The quality is comparable to any one.
We've got the new Amanti, and the seller body was really excited mind you the car looked. I think most of us question if they have the marketing and advertising to promote the car.
Now we now have the Sedona, the Sorento, the Spectra car, the Spectra five door, the Optima, the Rio, the Rio Cinco and the Amanti. Having eight products to promote, it should get a little busy around.
We're excited about the Eliptical of Excellence program (which will requires exclusive franchises plus upgraded facilities). It seems that they may be being real aggressive to promote and assisting dealers your program. They've got almost Half of the dealer body enrolled in it.
If it weren't with the $300 per car incentive, just how many dealers would you see registering?
You'd probably have 30 to 40 per cent who probably wouldn't do it.
In general, how well does the factory respond to your concerns?
All together they're very attentive. One eine Organisation important thing they have done is empowered regional managers to make a large amount of decisions. It really helps for those who have the ear of the people who is going to make a decision and help you.
Kinds of decisions are you talking about?
Day by day stuff   warranty issues, circulation problems. You pick up the telephone if you have a warranty issue, and perhaps they are very responsive.
What is the the main ageda of the dealer council inside 2004?
Continue the improvement within quality   make sure we have this product that is engineered properly from your factory to give us our continued growth. We started out as a subprime company, and i am in that metamorphosis of changing in to a Tier 1 company.
What's Kia's hot product, and what is the weak link?
The ifwhenbut oncehowever hot goods are the Sorento and the Sedona van. Obtaining the five star crash rating and the 10 year/100,000 mile assurance, it's just hard to compete with. All of our value advantage has dass sein Gehalt war einfach 18 gebaut wurde been a large key to our success.
I do believe our Rio and Spectra are getting just a little dated.
Do your dealers have the right product mix along with overall marketing strategy to be successful?
Were going to see with the new Amanti. Which is a segment that we've certainly not entered   a $25,000 Frd. And we have to have a quality products in that segment; we can help make no mistakes with that item.
Does Kia belong in the $25,000 sedan segment? Can be a customer really going to go with a Kia Amanti over a Nissan Maxima or perhaps Toyota Avalon?
There's still in regards to a $4,500 to $5,000 price advantage in that car. So you've got a good value. Safetywise, it has every one of the airbags and some of the features of the European cars. Honda has promised us which we'll be able to make a good price statement. I think value, good quality and safety are the three key elements that they're hitting upon.
What is it going to take for customers to consider Kia on par with Toyota and Honda in terms of superior?
I think it's going to be through solution and product quality   in order to chip it away. I do think we've made some enormous strides in the last few years. But they're going to have to keep making people big steps and improvements to ensure you're really a player.
  
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