VEHICLE SALES AND RECESSIONS
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- Garry McGee
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1 TOM LOVELESS Vice President Sales Kia Motors America 1
2 VEHICLE SALES AND RECESSIONS The volume decline over the last several years is the largest in history. Where do we go from here? 20,000,000 18,000,000 16,000,000 14,000,000 12,000,000 10,000,000 8,000,000 6,000,000 WORLD WAR II 4,000, Years 2,000,
3 AGENDA The Future? Economy Technology Demographics Kia Who are we Our approach Q&A 3
4 ECONOMY OUTLOOK GDP is expected to return to a more normal level, providing some much needed stability to the market place. 4
5 CONSUMER OUTLOOK Consumer sentiment is improving in early Pent-up demand for vehicles and other durable goods is helping on the spending side. Both are good signs. 5
6 EMPLOYMENT OUTLOOK Unemployment remains high compared to historical standards but is projected to improve gradually over time. 6
7 HOUSING OUTLOOK No significant sign of housing market improvement is expected until A modest recovery in home sales and construction is expected in 2012, but house prices will likely drop more over the course of
8 GAS PRICE OUTLOOK According to U.S. Department of Energy, regular grade motor gasoline retail prices are expected to average $3.55 per gallon in Recent options and futures price data imply that the U.S. average pump price of regular gasoline could exceed $4 by June. $2.81 $3.26 $2.35 $2.78 $3.53 $3.55 $
9 AUTO INDUSTRY SALES OUTLOOK Pent-up demand, slowly improving labor market and better availability of credit will contribute to industry growth in SEASONALLY ADJUSTED ANNUALIZED RATE (UNITS IN MILLIONS) Baseline Forecast 55% Optimistic 20% Pessimistic 25% Forecast data source: IHS 9
10 ALTERNATIVE POWERTRAIN MARKET Alternative powertrains will double in volume over the next few years, accounting for about 15% of the total industry. 85% 15% 10
11 ALTERNATIVE POWERTRAIN MARKET Diesel and Hybrid will grow the most. Electric vehicles will grow significantly on a percentage basis, but will remain a minor portion of the overall industry. Diesel Hybrid (Full, Mild) EV (Battery, PHEV) Hydrogen 11
12 28 EV COMPETITORS BY ~2015 In market now Ford Transit Connect EV RAV4 EV (2Q 12) Audi e-tron (1Q 13) Nissan NV EV (1Q/ 14) Tesla Roadster Tesla Model S (2Q / 12) Infiniti EV (1Q/ 13) Tesla Model X (1Q/ 14) BMW Z2 EV (1Q/ 15) BMW 1-Series EV Ford Focus Electric (1Q/ 12) Nissan Maxima (2Q/ 13) BMW i3 (4Q/ 13) Tesla Model C (2Q/ 15) Mini E Coda EV (1Q/ 12) Volvo C40 EV (4Q/ 13) M-B SLS AMG (3Q/ 14) Nissan Leaf Scion iq EV (2Q/ 12) VW Golf EV (4Q/ 13) smart fortwo EV Mitsu i Honda Fit EV (3Q/ 12) Chevy Spark EV (4Q 12) Fiat 500 EV (1Q/ 13) VW Up! EV (4Q/ 13) 12
13 POPULATION GROWTH BY AGE CATEGORY Population is aging 13
14 POPULATION GROWTH BY AGE CATEGORY This shift will be even greater 10 years out 14
15 INDUSTRY TRENDS VEHICLE SEGMENTS The midsize and compact segments will continue to be the majority of the car market, but sub-compact and luxury segments are expected to grow. Luxury Sporty Green Large Midsize Compact Micro/Sub-Compact 15
16 INDUSTRY TRENDS VEHICLE SEGMENTS The CUV segments will continue to grow. The pickup segment is also expected to rebound somewhat. Luxury Pickup SUV Other MPV Mid MPV Mid/Large CUV Compact CUV Sub-Compact CUV 16
17 NEW PRODUCT INTRODUCTIONS The number of new model launches will be well above the historical average for the next two years. 17
18 TOP 20 MARKETS The top 20 markets account for nearly half of the total industry 18
19 TOP 20 MARKETS IN THE U.S. New York and Los Angeles are by far the biggest metro markets
20 Kia Who Are We? 20
21 KIA S HISTORY Founded in 1944, Kia has evolved to become a key player in the global auto industry Kia Motors Manufacturing Georgia Production Begins 1998 Hyundai Automotive Group 1994 Kia Enters U.S. Market 1974 Korea s First Domestically Produced Passenger Car 1951 Production of Korea s First Bicycle 21
22
23 2011 KIA GLOBAL SALES BY REGION Annual sales are nearly 2.5 million. North America has surpassed Korea as Kia s largest market. 551K 493K 478K 462K Global Sales 2.5 Million U.S. 485K 263K 184K 59K North America Korea Europe China Middle East & Africa Central & South America Asia & Pacific 23
24 KIA MOTORS AMERICA Entered the U.S. market in 1994 More than $1.4 billion invested in U.S. market in the past decade U.S. Headquarters Irvine, Calif. Kia Motors Manufacturing Georgia State-of-the-art: Headquarters Design Studio Manufacturing Plant New Products Expanding dealer network Kia Design Center America 755 U.S. dealers 24
25 U.S. SALES AND MARKET SHARE TREND 17 Straight years of market share growth 4% 500 3% 2011 Sales Up 36% 2012 YTD Up 33% % 200 1% 100 0% Sales Share 0 25
26 THREE-YEAR GROWTH (2011 VS. 2008) Kia is the fastest growing mainstream brand in the U.S. 78% 61% 45% 42% 29% 26% Kia Hyundai VW Subaru Buick Jeep 26
27 How is Kia doing it? Value has become the new cool 27
28 VALUE FUNNEL Many critical factors play a role in establishing Value. Quality Design Brand Content Network Price Quality Design Brand Content Network Price 28
29 VALUE FUNNEL The price of entry. A prerequisite to compete. Quality Design Brand Content Network Warranty Costs Price 29
30 KIA MOTORS MANUFACTURING GEORGIA (KMMG) KMMG has been a key growth enabler $1.1 billion investment More than 3,000 team members operating three shifts Created 10,000 new jobs in West Point and surrounding areas 2012 Optima added to production line in September; 360,000 capacity in
31 VALUE FUNNEL Good design evokes an emotional response. Quality Design Brand Content Network Price 31
32 DESIGN-LED TRANSFORMATION Nine all-new products in three years driving ALG residual values up 49% Peter Schreyer Chief Design Officer 32
33 VALUE FUNNEL Brand must be relevant to consumers. Builds pride in ownership. Quality Design Brand Content Network Price 33
34 34
35 60 Soul 30 Dunk 35
36 VALUE FUNNEL Useful content that meets consumers needs and wants helps connect Consumers with their vehicle. Quality Design Brand Content Network Price 36
37 VALUE FUNNEL Delight the customer. A positive experience is critical to future success Quality Design Brand Content Network Price 37
38 VALUE FUNNEL Price is a function of the success level in all other factors. Quality Design Brand Content Network Price 38
39 VALUE FUNNEL Quality Design Brand Content Network Price Prerequisite to Compete Distinctive and Athletic Proud to Own Relevant to Consumers Delight the Customer Measure of Success 39
40 RECAP imarket landscape is changing with unprecedented speed - Demographic Shifts - Technological advances - Economy and Government Policy ivalue is the new cool iu.s. Market is critical to Kia s success - Capital Investment - Product Investment Quality & responsibility 40
41 Thank You! 41
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