LEN HUNT Kia Motors America Executive Vice President & COO What is a brand? A complex set of satisfactions both promised & delivered 1. Truth to Core Promise 2. Ability to Inspire Passion What ties people to a brand? Core Promise: Then Low Price & Warranty Core Promise: Now Value Fun-to-Drive Quality Safety The Brand Ladder PRIDE AND PASSION LEAD TO EMOTIONAL ALLEGIANCE =LOYALTY What is brand passion? What we are seeing New products have inspired confidence and fostered integrity and our owners are beginning to show their pride The road ahead Inspiring passion Peter Schreyer Chief Design Officer Soul Confirmed production for 2009 MY Kue concept Finding our brand voice Raising the brand profile Relationship with 14 NBA teams 1 st ever owner magazine Kids Choice Awards Everything we do: - Focuses on greater familiarity - Fulfills the core promises - Maintains a sense-of-humor and desire to be different Raising the brand profile Musical Cars :30 spot Consumers that visit Kia.com are 60% more likely to seriously consider purchasing a Kia Focus on Kia.com Web site ranked #1 by consumers in J.D. Power poll for the third time Kia.com - Spectra :30 spot Stand out from the clutter Finding new, interactive ways to engage consumers on the Web Kia.com is the integration engine KiaMatch.com - Sportage :30 spot Developing pride and community Pins :60 spot