Abstract
Kia India, the wholly owned subsidiary of South Korea based Kia Corporation, was unquestionably a late entrant in the highly competitive Indian passenger vehicle (PV) industry. Its ingress was nonetheless well planned and its strategic initiatives were adeptly executed. A well-conceived product portfolio juxtaposed with an astute segmentation, targeting and positioning strategy enabled Kia India establish itself as an inspiring brand in a hyper competitive Indian automobile marketplace. Timely launch of trend-leading PVs formed part of Kia India’s growth story. Kia drove into the electric PV (E-PV) segment with the launch of EV6. Will the recent product launches enable Kia India add more superlatives to its name? Is there a need to revisit the product portfolio and analyse the status of different models that the company has hitherto launched in the country? How can Kia India continue its storied journey in India?
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