Kia Sets Sights on Large Sedan Market with Amanti
By Katherine Zachary
WardsAuto.com, May 6 2003

NEW YORK – Kia Motors America still is finalizing production orders of its new Amanti large sedan due to greater than expected demand in its home market.


NEW YORK – Kia Motors America still is finalizing production orders of its new Amanti large sedan due to greater than expected demand in its home market.

Kia Amanti is meant to compete against Toyota Avalon. The Amanti, which sells as the Opirus in South Korea and other global markets, made its North American debut at the auto show here earlier this month, and likely will reach the U.S. in late October or early November, Kia says.

There are 6,000 backorders for the Opirus, which first bowed at the Geneva auto show, in South Korea – a considerable number considering the car is much larger and more expensive than what’s popular there.

Kia expects Amanti sales in the 12,000-15,000 range in its first full year on the market in the U.S., where it will be positioned against the Toyota Avalon, Chrysler Concorde and Buick LeSabre.

A Kia spokesman tells Ward’s that while pricing hasn’t been finalized the Amanti likely will offer a $4,000 price advantage over a comparably equipped Avalon – which bases at $26,430 for the XL trim level and $30,990 in XLS trim.

The sedan is powered by a 3.5L V-6 that produces an estimated 195 hp at 5,500 rpm and 217 lb.-ft. (294 Nm) of torque at 3,500 rpm.

It boasts significant dimensions: 196 ins. (498 cm) long and 72 ins. (183 cm) wide, with a 110.2-in. (280-cm) wheelbase.

Kia is promoting cabin room, especially its 43.7-in. (111-cm) in front legroom and 37.8 ins. (96 cm) in the rear.

But what Kia is counting on to attract customers is styling – which it calls European-influenced and less conservative than the standard large-car fare. The Kia spokesman says in early focus groups, a considerable number of people liked the car specifically because the styling was unique and different.

“There’s a real possibility and opportunity for us in that large-car segment,” he says. The target customer is 50- to 60-year-old males with household incomes of $70,000-$80,000. “They really haven’t had much of a choice in international brands.”

He is not anticipating much of an image problem for Kia, despite the fact the auto maker has made its name on the lowest rungs of the market, and its vehicles largely are perceived as bargain-basement offerings.

Even when those who liked the car in test markets found out it was a Kia, there was a very small reduction in people who said they would consider it, especially when taking into consideration the price advantage and Kia’s 10-year powertrain warranty, he says.

“We were pleasantly surprised,” the spokesman says.

Hyundai Motor Co. Ltd., which is both Kia’s main competitor in the U.S. market as well as its parent company, has met its targets with the XG 350, its $25,000 large sedan.

Hyundai sold 16,666 units of the sedan last year and this year’s first-quarter sales are at 4,067 units, an 11.3% increase over like-2002.

http://www.kia.com/041703.shtml

[ May 08, 2003, 12:48 PM: Message edited by: Random ]

 

Already out here smile.gif in korea