A recent study conducted by Experian Automotive reveals that Kia Motors America (KMA) was ranked first among automotive brands with the highest loyalty with 47.9%. Experian, a leader global information services company, also reported "... that the Forte compact sedan received the highest loyalty ranking of any vehicle with 67.7 percent, while the popular Soul urban passenger vehicle and Forte Koup two-door landed not far behind with 59.3 percent and 56.4 percent rankings, respectively." (Kia)
Michael Sprague, one of the company's top executive serving as the marketing & communications vice president, commented "Our design-led transformation has delivered nine new vehicles in less than three years and we are not only seeing more and more new customers come into Kia showrooms but also a sharp increase in owners returning and purchasing another Kia vehicle," (Kia).
He also stated that "Customers are recognizing Kia vehicles as smart purchases and understand that you don't have to sacrifice performance or styling in order to get impressive fuel efficiency or the latest technologies at a low starting price. As our residual values continue to outplace the industry, Kia's value proposition is all the more powerful." (Kia)
The company who conducted the report leverages its North American Vehicle Database based on the ability to track vehicle ownership and purchase activity. One interesting fact found about the different studies performed by Experian Automotive, is that in the second quarter of 2011, about 48 percent of the 52,268 Kia owners return to the marketplace in order to purchase another Kia vehicle. This shows the level of satisfaction by Kia customers in their experience with their vehicles. The company has done a tremendous job at offering low cost cars that have style while being fuel efficient at the same time.
Kia's main manufacturing plant is located in West Point, Georgia. This plant is responsible for the creating of over 10,000 plan and supplier jobs that have led the company to a high level of success. KMA has been able to increase its market share due to their continue success in innovation and model designs. Their success is reflected in the positioning of their product in consumers' minds and their willingness to return to buy a second or third Kia vehicle.