94 January 2014 www.bahrainthismonth.com motoring With 20 years of expertise in the automotive industry, John Joseph (JJ) aims to catapult Kia into the top three vehicle brands in the Kingdom. He speaks to us about the investment that has gone into the revamping of the Kia Motors showroom in Khamis. BTM: Tell us about the refreshed outlet. JJ: To begin with, this is one of the first digital showrooms in Bahrain. This means that every customer can view the specifications, performance videos and other details of a specific Kia model at the touch of a button on any of the screens provided in the showroom. Making the experience more personal is the ability to compare and contrast the features with other cars on the market. We have also installed a huge digital wall that displays our latest products and promotions. The revamp is consistent with Kia’s corporate identity. This makes the Bahrain branch one of the first in the Middle East to follow the ‘Red Cube’ design space identity set by Kia Motors. BTM: Which new models can Bahrain’s customers look forward to seeing in the refurbished showroom? JJ: We’re expecting a facelift for the Sportage. There will be an all-new Soul, a model that has been working wonders in North America. This unique, value for money product has done well with our younger clientele as well as with the expatriate community. Customers can look forward to Cerato and Carens models that will be launched featuring new configurations. BTM: How do you target Bahrain’s auto market? JJ: At Kia Motors, we aim to tackle niche markets. So while we have a certain range that is price-motivated, we have others that focus on families. For instance, the Rio has established itself as the car of choice for a new driver. It is a common choice in the rental car segment and amongst corporate sales executives. Optima, on the other hand, is for the stylish driver. Winning awards since its launch, this model not only looks good but also performs well. It is very popular amongst female drivers too. One of our best kept secrets is our success in the four-wheel drive segment. You can find a Sportage in every parking lot; the resale value is unbelievable. BTM: What is the attraction of Kia Motors? JJ: Most automobile companies buy extended warranty from a third-party supplier, which is more often a profitoriented firm. We have increased warranty directly through Kia’s factory; so, a customer that visits our service centre regularly is entitled to the five-year unlimited mileage warranty. The administrator helps the customer immediately as there is no third party involved and there is no confusion caused by calling a middle person who might look for loopholes in your agreement. Having seen a sea of change in sales figures in recent years, the Kia brand manager speaks on the Kia growth. A New Look KIA MOTORS John Joseph
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