Kia Amanti
Since entering the American market in 1994, Kia has achieved a degree of success, targeting popular niches of the huge market. Now the Korean company is going further upmarket with a large sedan that is aimed at rivals like the Toyota Avalon (a Toyota sedan positioned above the Camry).
To be called the Amanti and go on sale towards the end of 2003, this new sedan is intended to challenge the usual consumer perception that large cars are ‘plain, and uninspiring’. Kia plans to prove otherwise with the Amanti by offering something it has seen none of the other entries possessing – distinctive styling. The company believes that its new entry can stand out in the crowd, with a good-sized helping of style and character both inside and out.
Kia sees a few advantages in entering the large-car segment. First, unlike most other segments in the market, there are reasonably few Asian competitors, so the company believes it has a good chance to make inroads in this part of the market.
Second, since Kia does not currently offer a vehicle in the large-car segment of the US market, the Amanti provides the potential for incremental sales of customers new to the brand, as well as a logical choice for current Kia owners to consider for their next new car purchase. Of course, the Amanti should also enhance Kia’s brand image as it takes its flagship position in the range.
While none of its rivals can be called outright luxury cars, they do offer plenty of room plus a wide variety of comfort and convenience features. By following the Kia formula that has made it one of the fastest-growing brands in U.S. history, the Amanti will offer ‘more than the buyer expects’, including a level of sophistication and a range of safety features usually found at the higher end of the market – but at a lower-than-expected price… a typical strategy of Korean carmakers.
The Amanti is said to be a breakaway model in terms of its styling and its positioning. The target buyers for the Amanti will hold professional or managerial jobs, are in their mid-forties to late-fifties and want a stylish, large sedan. Kia expects the typical Amanti buyer to be a married male, 55 years old, with a college education and a household income of US$60,000 – $80,000 per year. Most buyers in this demographic group have never considered a Kia vehicle before, but as the leading edge of the baby boomers, many have owned international brands, and they would appreciate great value.
A strategic goal of the car is to help erase the outdated perception of Kia as a maker focused exclusively on small, entry-level cars. The company has proven its ability to attract more affluent buyers with such products as the Sedona minivan and Sorento SUV, and it expects to continue doing so with the Amanti sedan. By competing in the large-car segment, Kia will showcase its ability to produce a car with a level of roominess, comfort, refinement and safety that is unprecedented for the brand.
The Amanti’s arrival comes at an auspicious time when the company’s cumulative sales in the US have passed the one-million mark, a feat that was achieved in less than 10 years in the market.
 |
