于无声处听惊雷：起底全球汽车巨头起亚的韧性与反攻

Core Viewpoint - The article discusses the competitive landscape of the Chinese automotive market, highlighting the rapid growth of domestic brands and the challenges faced by foreign and joint venture brands. It emphasizes the importance of adapting to market demands and leveraging established channels and experiences from foreign brands for successful expansion [4][5][33]. Group 1: Market Dynamics - The Chinese automotive market is currently experiencing a transitional phase, with domestic brands rapidly increasing their market share, projected to exceed 70% by 2025, compared to 50% in 2022 [4]. - Foreign and joint venture brands are seeing a decline in their market base, leading to a focus on maintaining their positions and refining their strategies for 2025 [4]. Group 2: Kia's Performance - Kia achieved a sales volume of 20,666 units in China in December 2025, with an annual total of 253,964 units, marking a 2.3% year-on-year increase [7]. - Globally, Kia's sales reached over 3.135 million units in 2025, a 2% increase, setting a record since its establishment in 1944 [7]. Group 3: Product Strategy - Kia's product strategy focuses on continuous innovation and alignment with market demands, launching new models such as the EV5 and updated versions of existing models to cater to diverse consumer needs [11][12][14]. - The company has invested 1.8 billion yuan in upgrading its smart manufacturing facility in Jiangsu, enhancing product quality and supporting its dual market strategy of domestic sales and exports [18]. Group 4: Brand and Marketing Transformation - Kia initiated a brand renewal plan in 2021, rebranding from "Kia Motors" to "Kia" to reshape consumer perceptions and enhance brand identity [20]. - The company has engaged in sports marketing, sponsoring events like the Australian Open and local sports teams to strengthen brand recognition and connect with consumers [22]. Group 5: Customer Engagement and Social Responsibility - Kia has achieved a customer satisfaction score of 799 in the J.D. Power 2025 China After-Sales Service Satisfaction Study, outperforming the average score of mainstream brands [25]. - The company has invested over 1.1 billion yuan in social responsibility initiatives, receiving recognition for its contributions to community development and environmental sustainability [25]. Group 6: Future Outlook - To maintain growth momentum, Kia plans to enhance its investment in the Chinese market, focusing on smart technology, new model launches, and deepening customer relationships through targeted marketing efforts [30][32]. - The company aims to introduce three new global models in China in 2026, including both fuel and electric vehicles, to meet evolving consumer preferences [32].