Kia Philippines Motor Corporation (KPMC) has entered a new era with the appointment of Brian Buendia as its new leader. Buendia, who has been with AC Motors, the automotive arm of Ayala Corporation (AC), since 1998, will take charge as Chief Operating Officer and lead Kia PH’s Movement That Inspires into a new phase.
Buendia envisions a Kia Philippines based on three pillars: dynamism, innovation, and inspiration. He plans to enhance the Kia buying and ownership experience by prioritizing the corporate identity and culture of the company.
Additionally, he aims to strengthen Kia’s position in the industry by introducing new and exciting models, expanding the nationwide dealership network, and establishing Kia as a significant player in the growing electric vehicle (EV) market through the introduction of the EV6 and future new energy vehicle (NEV) models.
While the journey towards a sustainable future of mobility has already begun with the highly acclaimed EV6, which showcases Kia’s innovation and technological advancements, Buendia has outlined a roadmap for an even more dynamic, innovative, and inspiring future for the Kia brand.
The new look of Kia dealerships represents more than just a superficial change. Kia is dedicated to providing exceptional service and a pleasurable customer experience, from the showroom to the service bay. To improve customer experience and minimize vehicle downtime during service or emergency repairs, Kia has partnered with Entrego to enhance parts availability.
The company is committed to on-time delivery of emergency parts within the Metro Manila network. With a massive parts warehouse, customers can expect swift availability of necessary components.
Kia Philippines is also focused on continuously improving the skills of its sales and aftersales personnel. The company conducts regular dealer manpower training through certification programs and audits. One notable program is the Kia National Skills Cup, a dealer-wide competition that showcases the skillfulness of Kia’s aftersales department.
Kia Philippines aims to surpass industry growth in 2023 by achieving double-digit growth. The company plans to fortify its position in the industry rankings by introducing new models and further strengthening its distribution network. By 2024, Kia aims to expand its network to 50 fully operational dealerships across the country.
To gain further recognition in critical mainstream segments, Kia will introduce new models aligned with its global strategy. Alongside mainstream Internal Combustion Engine (ICE) models, Kia will also introduce new energy vehicles (NEVs) to enhance its lineup. Globally, Kia has set a target of having 15 electric vehicles in its lineup by 2027.
Considering the availability of key models, sales are expected to increase in the second half of 2023. The volume driver model remains the Stonic, accounting for 49% of sales, followed by the Soluto and K2500. Despite supply limitations, Kia experienced a 19% growth compared to the same period last year.
Kia Philippines is poised to capture an even larger share of the local EV segment following the successful launch of the EV6. The company will leverage current incentives for EVs, including exemption from excise taxes until early 2028, a 30% discount on MV users’ charges for registration, inspection, and renewal, and increased infrastructure for EV parking and charging. With confidence in the EV market, Kia Philippines is committed to introducing additional EV models.
By 2027, it is estimated that 14% of total automobile sales in the country will belong to EVs. Recognizing these trends, electric mobility plays a significant role in Kia Philippines’ strategy. Kia vehicles globally undergo sustainable design development while adhering to Kia’s “Opposites-united” design philosophy, which incorporates recycled plastics and eco-friendly materials.
With Buendia’s extensive background and experience in sales, business development, and network operations, Kia Philippines is confident in his ability to anticipate and execute crucial brand and market strategies. Buendia aims to build upon Kia Philippines’ accomplishments as a major player in the local industry and the region.
In 2022, Kia Philippines experienced remarkable growth, recognized by Kia Asia Pacific (K-APAC) for achieving the highest growth rate in the region and becoming the number one independent distributor in retail sales. Buendia is determined to steer Kia Philippines towards even greater success based on these accolades.
