逆势破局：起亚在中国市场的长期主义答卷与合资的生存新范式

Core Insights - The global automotive market in 2025 is characterized as a "survival competition," with price wars in China and increasing penetration of new energy vehicles, leading to a shift from "price competition" to "value cultivation" [1] - Kia has emerged as a standout performer, achieving record global sales and revenue while maintaining positive growth in the Chinese market for two consecutive years, contrasting with many joint venture brands facing declining sales and profit pressures [1][2] Industry Trends - The automotive industry has moved away from the "big fish in a big pond" era, requiring companies to possess core capabilities to navigate through cycles successfully [2] - Kia's global sales reached approximately 3.1358 million units in 2025, a 2% increase year-on-year, marking the highest sales record since its establishment in 1944 [2] Growth Drivers - Kia's export business has been a significant growth engine, with cumulative exports of 537,000 vehicles and over 478,000 engines since November 2018, generating an export value of $5.83 billion [4] - The company's growth is built on a healthy profit structure, emphasizing product value and brand recognition, while maintaining a long-term commitment to the Chinese market [4] Channel Strategy - In a challenging environment where dealer losses are at an eight-year high, Kia has strengthened partnerships with local dealers, adding over 60 sales outlets and ensuring profitability for over 60% of its dealers [6] - Kia's inventory index stands at approximately 1.2, better than the industry average, reflecting its robust channel performance [6] Social Responsibility - Kia has maintained a commitment to social responsibility, contributing approximately 52.5 billion yuan in taxes over 24 years in China and investing over 110 million yuan in social initiatives [8] Strategic Positioning - Kia's strategy of "In China, For China" is not just a slogan but a comprehensive approach that integrates technology, products, manufacturing, and channels, marking its entry into the "Joint Venture 2.0 Era" [9] - The company has focused on diverse and personalized travel needs of Chinese consumers, launching core models like the new Sportage and EV5, which address key pain points in electric vehicle usage [9][11] Brand Development - In 2025, Kia introduced a new brand slogan "Kia, Driven by Heart," and engaged in various marketing activities to resonate with Chinese consumers [12] - The company has established a comprehensive service ecosystem, achieving high customer satisfaction ratings and reinforcing its commitment to quality service [12] Conclusion - Kia's approach provides a clear answer to the challenges faced by joint venture brands, emphasizing the importance of viewing the Chinese market as a strategic core and focusing on long-term, user-centered strategies across multiple dimensions [13]