Kia captures 14.7% share of RP passenger car market

CEBU, Philippines – The aggressive marketing of the exclusive distributor of Kia cars in Cebu has paid-off, as Kia, according to an industry report, now follows Toyota in terms of market share in the province.

Gateway Motors Cebu Inc. sales manager Zyrus Zoleta attributed this increase in market share to the entry of Kia's luxury models like Sportage and Sorento to the Cebu Mar-ket.

"Most of our sales are actually on (these models). Definitely, ( Cebu is ready for Kia cars.) Try driving around anywhere in Cebu , you can count at least 10 Kias in every one minute," he told The Freeman in an interview.

According to the 2008 report of the Chamber of Automotive Manufacturers of the Philippines Inc. (CAMPI), Kia now ranks second in the sales of passenger cars and com-mercial vehicles, capturing 14.7 percent of the market. Toyota ranked first with 31.2 percent market share. Mitsubishi Motors follows Kia closely with a market share of 12.1 percent.

Zoleta said Gateway Motors recently opened branches in different strategic areas in metro Cebu-Mandaue, on Gorordo Ave. and Talisay City to become closer to the market, saying that the company has decided to "go to where our customers and not the other way around especially now that Metro Cebu's traffic is getting heavy."

Gateway Motor's optimism comes from its confidence in the Kia brand.

"We believe that the products of Kia have really improved and are now at par with Japanese brands. So we felt that the people in Cebu have to see and try it for themselves, and it worked," he said.

Gateway Motors started distributing Kia in Cebu in 2004, selling only three models-Picanto, Sorento and K2700 commercial vehicles. In 2007, Kia Philippines decided to bring in to the country other models that were successful abroad such as the Rio , Sportage, Carens and Carnival. This gave Gateway Motors the opportunity to meet the di-verse demand of the Cebu market.

Zoleta said that Kia's edge is being able to offer the vest value for money vehicles that are "beautifully designed, fuel efficient, have good performance, and astonishing power.

Kia customers in Cebu are also assured of after-sales services with Gateway Motors focusing the business on its after-sales department, which maintains a "high inventory" on spare parts to ensure their availability. Gateway's three branches have complete after-sales service facilities "for the convenience of the customers.  

Zoleto said Kia's edge over other brands is that it accepts trade-ins of any year, brand and model at the highest appraisal value. Rio, Sorento and Sportage are Kia's most sale-able models in Cebu. (FREEMAN)