LEN HUNT
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Transcript of LEN HUNT
LEN HUNT
Kia Motors America
Executive Vice President & COO
What is a brand?
A complex set of satisfactionsboth promised & delivered
1. Truth to Core Promise1. Truth to Core Promise
2. Ability to Inspire Passion2. Ability to Inspire Passion
What ties people to a brand?
Core Promise: Then
Low Price & WarrantyLow Price & Warranty
Core Promise: Now
Value
Fun-to-Drive
Quality
Safety
The Brand Ladder
PRIDE AND PASSION LEAD TO EMOTIONAL ALLEGIANCE
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LOYALTYLOYALTY
What is brand passion?
What we are seeing
New products have inspired confidence and fostered integrity . . .
. . . and our owners are beginning to show their pride
The road ahead
Inspiring passion
Peter SchreyerPeter Schreyer
Chief Design OfficerChief Design Officer
Soul – Confirmed production for 2009 MYSoul – Confirmed production for 2009 MY
Kue conceptKue concept
Finding our brand voice
Raising the brand profile
Relationship with 14 NBA teams
1st ever owner magazine
Kids’ Choice Awards
Everything we do:
- Focuses on greater familiarity
- Fulfills the core promises
- Maintains a sense-of-humor and desire to be different
Raising the brand profile
Consumers that visit Kia.com are 60% more likely to seriously consider purchasing a Kia
Focus on Kia.com
Web site ranked #1 by consumers in J.D. Power poll for the third time
Stand out from the clutter
Finding new, interactive ways to engage consumers on the Web
Kia.com is the Kia.com is the integration engineintegration engine
Developing pride and community