Korean marque hits 15 million

Kia Motors has celebrated a global milestone with the export of its 15-millionth vehicle. It was delivered to Dubai in the United Arab Emirates, which was significant as the first of the marque’s overseas exports were sent to the Middle East 40 years ago. While the company took more than 36 years to achieve its first 10 million exports in 2011, the rapid growth it has since experienced means it took less than four-and-a-half years to achieve the next five million exports. Todd McDonald, general manager of Kia Motors NZ, says it’s an “astonishing achievement” as the most rapid growth coincided with the aftermath of the global financial collapse when “automotive sales generally around the world were still very weak”. The marque attributes the growth to the design-led direction it has taken over the past decade, which followed the appointment of Peter Schreyer to head its styling team. Kia also increased its investment in research and development during the same period. It now exports more than 200m units each year to about 50 countries. North America is the largest destination on 6.03m followed by 3.35m to Europe. Many vehicles have been produced at the marque’s four manufacturing facilities in Korea, but an increasing number are being made at the five overseas plants in the US, Europe, China and Mexico.