There is palpable excitement in the coupe market following the news of the arrival of the new Kia Cerato Koup, an all-new creation which was formally introduced to the motoring press by the brand’s marketer in Nigeria, Dana Motors Limited at the weekend.
Though the new kid on the block shares some basic characteristics with its sedan sister, it is charting a new course and entering the market with an unmistakable stylish identity that can easily be associated with those the car is targeted at - youthful buyers of about 20 to 30 years age bracket. The car is dedicated to those who have strong personality and want to make a statement with their presence.
The first ever two-door by Kia, Koup is also not standing with Cerato in the C segment in Kia product range classification, but belongs to what the manufacturer calls C+, and is available in LX, EX and the top-of-the-range SX trim levels.
The 1.6 litre coupe is the precursor of a foursome that Dana Motors will be ‘unleashing’ on the Nigerian market in the course of 2010, according to the Marketing Manager, Mr Chetan Mehan. Two of the new vehicles will be sport utility vehicles (SUVs). Mehan who spoke at the press launch of the new product over the weekend, was optimistic that the lull which characterized the market last year would soon give way to improved sales, if the positive signs from the banking sector is anything to go by.
Unlike in 2008 when vehicle financing by the banks reached an all-time high, last year witnessed a paucity of such facilities owing to the global economic downturn and the impact of the big stick wielded by the Central Bank. “But things are improving now”, the Marketing Manager remarked with glee, disclosing that one of the two SUVs being readied for the Nigerian market, would hit the showrooms next month, while a premium saloon offering is expected to drive in, in the last quarter of 2010 to register Kia’s presence in that top segment where its absence has been conspicuous.
The introduction of new Kia models is coming at time the sole distributor is implementing a dealership network expansion programme – both of which are aimed at consolidating its leading position in the Nigerian market. The company is also set to commission its second service centre in Abuja. Speaking at an interactive session with the motoring press, Mr.Jacky Hathiramani, Managing Director, Dana Motors Limited, said “We
decided to expand our structures and dealership network to further improve on service delivery to our numerous customers.
We have entered into partnership with a number of automobile firms across Nigeria to take service even closer to the populace and we believe that with the training given to these firms, Kia owners are assured of the same world class support services that Kia is known for.” The list of new Kia locations across Nigeria will include Oshogbo, Akure and Ekiti. Dana Motors had last year made Germaine Auto Centre its first dealer in Lagos, a partnership that has greatly benefited Kia owners on the Victoria Island, Ikoyi and Lekki axis of Lagos.
On the second service centre in Abuja, Mr. Jacky Hathiramani disclosed that increasing patronage of the brand in the Federal Capital Territory, Abuja, and its environs necessitated the construction of the service centre which will ensure that service delivery remains fast and efficient in spite of the increase in the number of customers in the city.
The new service centre with 40 working bays will handle about 70 cars per day. It is complete with washing bay, drivers’ lounge, owners waiting lounge and a spare parts store. Dana Motors Limited has made a tremendous success of marketing Kia cars in the country. Its impressive after-sales and other value-added
services, have helped create a niche for the brand in the Nigerian market, making it the preferred brand by both individuals and corporate bodies.
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