Hyundai ’s Kia brand has seen tremendous success over the past few months and is planning to continue that momentum with the addition of new stores in key areas. Kia is rapidly adding ex-Saturn and Hummer dealers, giving the Korean automaker instant access to major markets.
Kia has added 24 new dealers over the last year, giving the Korean automaker access to the nation’s top 20 markets. That’s an important step for growing the brand’s sales as 50 percent of the U.S.’ auto sales come from those 20 markets.
But interestingly, Kia is gaining market share through former General Motors retail outlets. Eighteen of those new Kia stores are ex-Saturn dealerships, with a few other former Hummer dealerships sprinkled in throughout the country. Kia has even recruited a few Chrysler dealerships left behind in the automaker’s bankruptcy filing.
“In the eastern region, our market share went up 80 percent from 2008 to 2009,†Tom Loveless, sales vice president of Kia Motors America, told Automotive News. “That shows product and access to key locations made a difference. That will continue to be a priority in 2010.”
Through November Kia’s sales were up 8 percent to 279,015 units. In comparison, the overall market is down about 24 percent. Kia has also grown in market share from 2.1 percent to 3 percent over the last year.
Loveless says Kia isn’t targeting former Saturn dealerships, but rather they just happen to be “in the right marketsâ€.
Kia’s future model lineup should also help ensure that U.S. sales continue to grow. Loveless says the brand’s first hybrid model will bow for the 2012 and that the Kia Koup could be in line for a turbocharged engine. A new flagship sedan is also rumored for the 2012 model year.
