THE AUTOMOTIVE UNIT of Ayala Corp. (AC) targets to sell over 10,000 units of Kia vehicles in 2019, while also preparing for the introduction of three new models in the local market.
AC Automotive Business Services, Inc. said on Monday that it plans to exceed the record annual volume sold under its previous distributor.
Presenting Kia’s 15-year performance since 2003, AC Automotive Deputy Chief Executive Officer and Kia Philippines President Emmanuel A. Aligada noted that the most number of Kia vehicles sold was in 2015 at 10,010 units, translating to a market share of 3.1%.
“We’re looking at north of 10,000 by next year (for target sales)… In terms of volume, it is the lower priced vehicles. You saw that we are in 60% of the critical segments, and we are working to be competitive in several aspects,” Mr. Aligada said in a press briefing in Makati City on Monday.
Should the target be realized, this would show more than a 316% surge from 2018’s forecast sales of 2,400 units with a market share of 0.6%. Mr. Aligada said market share would also increase to 2% based on next year’s target sales.
The units will be imported from South Korea, where the Kia brand originated.
The company said it will also be unveiling three new models during its relaunch of the Kia brand on Jan. 30, 2019, bringing in models that were previously unavailable in the Philippines.
Kia Philippines currently has nine models in its 2018 lineup, with the cheapest one priced at about P635,000 to P798,000 called the Picanto. This is also the company’s best-selling model.
To support its target sales for next year, the company plans to add more dealers and outlets to its current network of 37 across the country.
Mr. Aligada said the company is setting its sights on 10 new outlets in Metro Manila alone. This will be in addition to the existing 10 outlets in the area, since more than half of the auto industry’s total sales come from Metro Manila.
The company also sees opportunities in provincial areas as far as Mindanao.
“We are working on two fronts, one is expand and improve the current setup because if we are to bring in volumes of sales therefore the current facilities must be worked on to allow for the incoming customers,” Mr. Aligada said.
“Beyond that, we’re also looking at areas where we are not: way up north, somewhere in South Luzon, even in Mindanao there are opportunity areas.”
Mr. Aligada also said they will work on strengthening partnerships with banks to ensure that they can offer customers competitive pricing packages for their units.
The Kia brand is the sixth under AC Automotive’s portfolio, following Honda, Isuzu, Volkswagen, KTM motorcycles, and Maxus which will be introduced next year. — Arra B. Francia

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