Kia Lotze Innovation unveiled

Summary>
Kia Motors Corp. revealed the Lotze Innovation, the upgraded version of the mid-sized sedan Lotze. The Lotze Innovation is the first car from a local carmaker to be equipped with an ECO driving system that alerts the driver when the car is operating under the most efficient conditions in terms of fuel economy. Also, it is fitted with button ignition and smart key systems.
The car is equipped with a 2-liter engine that puts out 163 brake horsepower, the highest output among domestic models in the segment, or a 2.4-liter engine that has a maximum output of 179 brake horsepower. Both trim levels have a fuel economy of 11.5 kilometers per liter for vehicles fitted with automatic transmissions while the manual transmission version of the 2-liter trim can travel 12.8 kilometers on a liter of fuel.

Opinion>
Hyundai Motor Co. and Kia Motors Corp. put their products’ names in Best Bet of Car Book, leaving out their competitors. But, its proportion has gone down, from 46 percent in 2001 to 29.3 percent last year, although North America has maintained its position as the largest importer of Korean cars. The reason of decrease in sales is that Kia Motors Corp. don’t have any distinguishing mark. Toyota has JIT(Just In Time) system, Audi has sporty and luxury image, Benz has dignified image. What is the image of Kia? Another reason is that the shortage of advertising.
Recently, High gas prices created a demand for more fuel-efficient vehicles. Lotze Innovation equipped of the highest trim levels will meet the needs. Also, it will gain an image of eco-friendly car. But, Kia Motors Corp. is lacked of advertising. The company planed to make sporty car so, it advertise with sporty-image star. And, the company need to build brand recognition through various promotion

References;
Author: Choi He-suk
Title: Kia Lotze Innovation unveiled June 13, 2008
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