Very few would argue that KIA is now one of the fastest growing companies in the automobile industry. From its humble beginnings in South Korea, KIA is now a global force with its expanding product-line and network of distributors. Locally, KIA is racing ahead in the Philippine auto market and the brand’s road to success has been in full throttle under the leadership of new CAC president, Ms. Ginia R. Domingo.

Her first year as president has delivered steady growth and development in KIA’s vision to be one of the leading car brands in the country. With CAC’s newly established partnerships and tactical usage of sports and digital marketing, 2011 has brought on a significant increase in awareness for the brand. Ms. Ginia Domingo takes time out to discuss her first year with KIA Headliners.

KIA HEADLINERS: Everyone knows that the first year of anything is the hardest. How did you get over this first year hump? Did a smooth turnover help?

GINIA R. DOMINGO: It’s definitely been a challenging and educational year. There were times when we’ve had to make difficult decisions. But that aside, it’s also been a year of achievements and accomplishments. I think I was able to overcome numerous obstacles—both the expected and the unexpected. But I couldn’t have done it without the rest of our team. I learned early on that I can’t do it all by myself. It’s been a collaborative effort between the executive management team and every CAC employee.

KH: What were the milestones that happened during your first year as CAC president?

with the President

Q&A

It was a beautiful day for Philippine football as the Azkals United played against theIcheon Citizen FC of South Korea for a charity match at the Rizal Memorial Stadium last January 21, 2012. All those in attendance during the event also witnessed the unveiling of a vehicle that defines what true desirability means.

The all-new 2012 KIA Rio was launched at half-time of this exciting game. Everyone was grooving to the beat as a drum troupe, traditionally known as a “Bateria”, entered the stadium, bringing music with them. As the Bateria formed their position, fire dancers and samba dancers, all sporting traditional Brazilian outfits, danced to the music created by the beating of the drums.

The crowd erupted when the 4-door and 5-door KIA Rio, drove into the stadium. People were up from their seats and grooving to the traditional Brazilian beats as the Kia Rio went around the whole track of the Rizal Memorial Stadium, with the entourage of dancers following closely.

It was also announced that one lucky ticketholder will win a brand new 2012 KIA Rio at the end of the game. The Rio was first seen at a media event just two days before the charity match.

At full-time, the match was won by the South Korean team as they bested the A z k a l s when the game went into a penalty shootout as it was tied at 1 goal each during regulation time.

Since this was a charity event, both

clubs presented a trophy to one another. It was a very festive occasion as both teams exchanged pleasantries, keeping in mind that the proceeds of the match goes into helping the victims of Typhoon Sendong which has devastated the country.

The crowd once again started cheering when it was announced that the winner of the KIA Rio will be drawn.

At this moment, all eyes were fixed on the LED screen, waiting for the ticket number that was drawn electronically.

Tony Salting, an I.T. professional was the lucky s p e c t a t o r who won the 2012 KIA Rio.

Salting (above, middle), together with his son, were ecstatic upon running towards the pitch and claiming the car for themselves. “We went here because of my son, who celebrated his birthday last week. He really looks up to the Azkals. It really is his dream to see the Azkals play live”, Tony said.

“He received his birthday wish and I got something in return as well.” He added.

continued on p.2

Beauty revealedat the Rizal Memorial Stadium

VOLUME 1 ISSUE 2

Columbian Autocar Corporation6/F Pacific Star Bldg., Makati Ave.

cor. Buendia, Makati City

KIA Headliners is a quarterly newsletter published by KIA for its business partners, dealers

and valued clientele

CAC zips through 2011 with Ginia Domingo behind the wheel

Azkals’ Chieffy Caligdong showcases impressive football skills at the KIA Rio Cup

Football’s popularity has boomed duringthe past few years. Led by the PhilippineAzkals, football has rapidly garneredfans from all over the country and evenFilipinos abroad.

To celebrate the team’s lucrative year, the Kaholeros (self-named Azkals fans) organized a Christmas party to give thanks to the team’s continuous endeavor of representing the country in the world of football. Held last December 20 at the SMDC Grand Show Room in Pasay City, the Azkals + Christmas Party gave the Kaholeros a chance to mingle with their favorite players in a night of good food and music.

CAC, exclusive distributor of KIA vehicles in the Philippines, also made a strong presence at the Azkals + Christmas Party. CAC President, Ms. Ginia Domingo, VP for Marketing, Mr. Dodie Gañac and Marketing Services Manager, Mr. Boying Soriano turned over four brand new KIA Picantos to Azkals’ Ian Araneta, Eduard Sacapaño, Roel Gener and Anton Del Rosario.

“I would like to thank KIA for continuously supporting the Azkals. The rest of the players will be getting their Kia cars soon and we have CAC to thank for that,” said Azkals’ manager Dan Palami, showing the team’s gratitude for CAC’s support.

KH: You mentioned that KIA is known globally for being into sports marketing, and specifically here in the country, into football. How does this go hand in hand with your CSR efforts?

GRD: One of our main CSR initiatives is supporting the Philippine Homeless World Cup team. This came about because of our support for the Philippines Azkals. We’re very thankful to the Azkals for introducing us to Philippine Homeless World Cup team organizers. During the KIA Cup, CAC gave the team a KIA K2700 van for the team’s use. We at CAC will continue to look for CSR projects that will make an impact on the poor and marginalized.

KH: This year seems to have marked a lot of new partnerships for CAC. How did the partnership with Air21 come about?

GRD: The Air21 partnership came as a result of the company’s need to find a suitable partner for our growing logistical requirements. We had several logistics companies bid and Air21 presented the best opportunities for CAC in terms of partnering with them. They have a wide footprint all over the country. They have the software to support parts deliveries to our dealerships. And they have more than enough manpower to make things very convenient for CAC. They even offer training for our own personnel in terms of parts warehousing. So I think it’s a very good arrangement.

KH: We hear that KIA also has its own training center. What are the advantages of having a training center especially since KIA actively participates in KMC’s regional and global skills competition? How competent are the trainers?

GRD: The training center is there to ensure that our staff is well trained and able to give the best service to our customers. Our training center is an integrated facility where we can house the trainees, where the engines and other equipment are in one contiguous area.

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A Promise Fulfilled. Columbian Autocar Corporation President Ginia R. Domingo presents the cheque for P500,000 to Sagip Kapamilya program director, Tina Monzon-Palma. The cheque will go a long way in helping our brothers and sisters who were devastated by the typhoon Sendong. From L-R: Boying Soriano, Marketing Services Manager of CAC, Tina Monzon-Palma, Ginia R. Domingo and Sagip Kapamilya staff.

SPORTS MARKETING

continued from p.1GRD: I think we’ve been able to accomplish impressive things during my first year. We were able to work with a lot of extraordinary people from our partners and consumers. But the major milestones of the year were the successful launches of the all-new KIA Picanto and Sportage. We also increased our efforts in digital marketing. An example would be the three viral videos we released as a pre-launch for the all-new 2012 KIA Rio. Before the media launch last January 19, 2012, the videos successfully created hype for the new RIO among KIA fans.

KH: 2011 has proven to be quite a successful year for CAC. What were the highlights of 2011 for the company?

GRD: Aside from launching the KIA Picanto and Sportage, we’ve been directing more efforts towards our sports marketing. Back in April, CAC became one of the major sponsors and co-presenter of Le Tour De Filipinas 2011, the premier cycling race in the country. Last May, we also signed on with the Philippine Azkals as their official transport provider and their key players have appeared in some of our promotional materials. In September, the Azkals also participated in the first ever KIA Cup which attracted more that 50 teams from the men’s and ladies’ open divisions.

KH: Recently, the Azkals have gone quite popular in the Philippines. Aside from CAC’s marketing efforts, is there another reason why Kia supports the team?

GRD: Internationally, KIA is into sports marketing. So basically it’s supportive of the thrust of KMC to use sports to market our product. There is a huge association of football with KIA. Here in the Philippines, football has already reached the grassroots level. And our cars, like the Picanto, are targeted for the young and the young-at-heart. A lot of these people are very much interested in sports. So the Philippine Azkals go well with the models we market.

Oliver Manalang of Pasay City emerged as the grand prize winner of the 2011 KIA Lucky Drive to Australia. Last January 25, 2012, Mr. Manalang and his wife, Mariann enjoyed an all-expenses paid trip to Melbourne, Australia to watch some of the best tennis players in the world as they compete in the Australian Open finals. Upon their arrival, the couple was picked-up by a KIA courtesy vehicle and checked-in at the Grand Hyatt Melbourne. Over the next two days, they were treated to courtside seats during the matches, an exclusive behind-the-scenes tour of the legendary Melbourne Park tennis venue and a tour of the beautiful city of Melbourne.

CAC turns over all-new KIA Picanto units to Azkals veterans

KIA Lucky Drive To Australia

A Brazilian-themed thanksgiving party for media practitioners was held at the SunsetPavilion of Sofitel Manila. The night started on a high note as guests were served dinner and cocktails while upbeat samba music was being provided by Nyko Maca and Gafiera. Ginia Domingo, President of CAC opened the night by thanking all of those in attendance. “Tonight, we in the CAC family are especially excited that you are here to witness the launch of our newest addition to the KIA family, the all-new KIA Rio! And as our key partners in the business, you will be first to see the vehicle up close and personal.”, Ms. Domingo said.

After dinner, a special game of pickup football was held between the media and the Philippine Azkals, who are the major endorsers of KIA in the Philippines. Major and minor prizes, exclusively for the media were also given away throughout the entire night.

The enticing music played by the band also paved the way for a Samba dance- off which was participated by Ms. Ginia Domingo and Mr. Boying Soriano, Marketing Services Manager of CAC. The highlight of the evening was the reveal of the all-new 2012 KIA Rio.

The all-new 2012 KIA Rio has 4 variants: the 5-door hatchback 1.4 EX A/T with a maximum output of 107 ps @ 6,300 rpm. It is available in graphite, signal red, and white. The Rio hatchback boasts of

premium features: keyless entry paired up with the ignition button that adds extra convenience to owners, not to mention a level of sophistication unheard of in its class. Unique to the 5-door are audio and cruise control and even a glove box cooling function. Its 1.4-liter Gamma Gas Engine has in-line 4 cylinders, MPI, 16 valves, DOHC with CVVT. The 4-door sedan has three alternatives: the 1.2 LX M/T, capable of a maximum of 87 ps @ 6,000 rpm, and the 1.4 EX in M/T or A/T has a maximum output of 107 ps @ 6,300 rpm. The new Rio 4-door sedan comes in 5 colors; white, bright silver, wendy brown, signal red, and graphite. Rounding up this attractive package are new design and instrument features in its interiors: a new intelligent trip computer, and like other recently launched KIA models, the signature interior architecture, with the ‘three cylinder’ instrument cluster, and precise instrument graphics.

2012 promises to be a very good year for KIA as the Chamber of Automotive Manufacturers of the Philippines, Inc. (CAMPI) released the industry sales records as of January of this year. From December 2011 to January 2012, KIA posted a 67% increase in total sales.

This significant increase is attributed to the All-New 2012 Kia Rio which was launchedlast January 21 during the charity game between the Philippine Azkals and Icheon Citizen FC of South Korea. The Rio had the most number of units sold at 149. A Year- To-Date (YTD) ranking of the industry sales shows that for January 2012, Kia has sold

503 units. As compared to January 2011, where there were only 358 units sold, this result shows an increase of 41%.

Kia also moved up in market share as it now ranks 4th in the YTD ranking. Kia tops the YTD increase in sales and is one of the only two car manufacturers who had an increase in sales.

Globally, Kia has also performed superbly as it recorded 3.3% global sales growth for the month of January. Kia’s global sales figures (export sales, domestic sales and sales from overseas plants) for passenger cars, recreational vehicles (RVs) and

commercial vehicles for January 2012, recorded a total of 185,284 units sold. This figure represents a year-on-year increase of 3.3%.

Tae-Hyun (Thomas) Oh, Senior Executive Vice President & COO of Kia Motors Corporation, said, “This was our highest global January sales ever and we are particularly pleased to see Europe perform so well. We expect our momentum there to continue due to the successful December launch of the all-new Optima, which was highly anticipated by European customers, and our upcoming EURO 2012 sponsorship.”

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KIA starts the year with strong sales growth

PRODUCT

SALES

2012: A good start to a great year

Two engineers from Korea flew to the Philippines on February 12 to take part in the annual Service Clinic of CAC. The service activity from KIA was an annual event that aimed to show its customers how Kia cared for them. Under the program “Family-like Care”, customers were treated to exclusive services and discounts that only Kia vehicle owners can avail. This campaign showed the aftermarket care of Kia by providing personalized inspection and diagnosis done by its engineers and technicians. Even out-of-warranty KIA vehicles can avail of these specialized services by visiting any of the authorized Kia workshops.

The Service Clinic Promo was offered in all authorized KIA service workshops. From February 13 to March 10, all KIA customers enjoyed the full service that the program had to offer. From 25% discount on genuine parts, 20% discount on labor, a free 28-point check-up conducted by expert technicians to free aircon system check-up and free body wash, interior vacuum, tire black application, door hinge lubrication, and special gift items. The program lets customers experience what the KIA Family-Like Care is all about.

This year started off with a very exciting unveiling of the all-new 2012 KIA Rio. Before its launch in January of this year, Kia certified sales consultants have been preparing for the influx of interest since November 2011. For this reason, CAC started a training seminar using KMC’s Training The Master Trainer format for this model.

The training program held on November 22-25, 2011, covered topics such as customer profiles, Unique Selling Points and the features and benefits of the Rio. There was also a head-to-head comparison amongst the Rio and 3 of its major competitors in order for the sales representatives to

KIA shows you what real service is about.

From February 15 to December 31, 2012, KIA vehicle owners will get a treat from Columbian Autocar Corporation. With the Beyond Warranty Promo, customers with out-of-warranty KIA vehicles can get coupons worth Php50.00, Php100.00 or Php500.00 when they purchase KIA Genuine parts, accessories or services.

A customer is entitled to a Php50.00 coupon for every Php1000 purchase. Php100.00 coupon for every Php2000 and Php500 coupon for every Php10,000 (single receipt). The coupon is as good as cash and may be used to purchase parts, accessories and other services being offered by dealers. The coupon is transferable (but non-refundable) and is accepted in all authorized KIA dealers in the Philippines.

When KMC’s Global Space Identity (GSI) program started in 2010, dealers all over the country have started implementing it. With its main goal to make each KIA dealership more attractive and recognizable, the GSI proves its effectiveness through increased inquiries, showroom traffic, sales and brand awareness.

In 2010, 5 dealers have already adapted the new design with 6 more added in 2011 namely: KIA Metroeast, Pangasinan, Iloilo, Sucat, Dumaguete, and Bulacan. The first 3 dealers have used the Compact Red Cube Design while the other 3 had the Full Red Cube Design.

Korean engineers in the country for KIA’s annual service clinic

KIA’s Beyond Warranty Promo

Sales and After-Sales Training on the All-New RioMore and more dealers follow GSI

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DEALER DEVELOPMENT

AFTER-SALES

better explain and sell the product. Aside from this, Dealer Certified Service Advisors were also trained on this unit to familiarize themselves with the new features and technical highlights of the Rio.

The 4-day event was held at the Microtel Hotel and Resorts at Mall of Asia, Manila and was attended by 136 participants made up of 110 certified dealer sales consultants and 26 certified dealer service advisors. The program was a success as both dealer sales and after-sales personnel were treated to the benefits and features of the new Rio.