Kia to Target Premium Positioning in India

• Published On: 15 February 2018
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The company says its cars’ design will be a key differentiator.

Kia will make its India-debut in the second half of 2019 Kia and hopes to stand out in a crowded market with aspirational value. "We will position ourselves at a slight premium because we cannot compete with Maruti and Hyundai on cost," Han-Woo Park, President of Kia Motors said.

The brand wants to stand out, even from cars offered by its sister company Hyundai, by offering attractive, sporty-looking designs targeted at younger customers. "We will compete with other automakers on the basis of our design, which is stylish, young and vibrant. With elements such as our signature ‘Tiger Nose’ grille, we'll be able to differentiate our cars from others," Park said.

Kia showed the edgy-looking SP Concept at the 2018 Auto Expo, which previews the first vehicle Kia will launch here. It will be made in a spanking new factory in Andhra Pradesh, towards which the company is investing one billion dollars (around ₹6,400 crore). Park says entering the market with an SUV was a no-brainer, given the popularity of this segment.

"Most importantly, we have to focus on reducing the cost for the Indian customers. I have a lot of experience in India, so we will try to bring out some cost advantage and meet their price expectations," Park said.