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Kia Adds Value to Hot-Selling Sephia

29 September 1999

Kia Adds Value to Hot-Selling Sephia; Nation's No. 3 Import Small Car Gets Value Packages Worth More Than $1,000

    IRVINE, Calif., Sept. 28 -- Kia has become one of the
fastest-growing automotive brands in America by offering its customers
substantial value.  Now Kia is increasing the value of its Sephia compact
sedan by offering two new value packages that will add standard equipment
worth more than $1,000.  The pricing moves are being made to further improve
the model's value in the marketplace, value that, thus far this year, has made
it the third best-selling import small car in the country behind only the
Honda Civic and Toyota Corolla.
    One of the most-affordable cars in the country, the Sephia will retain its
base price of $9,995 from 1999, but the base trim level will receive added
equipment worth $855.  The new standard equipment includes power steering
(previously a $260 option), AM/FM stereo cassette sound system (previously a
$320 option), full-cloth interior with upgraded fabric (a $100 value), split
fold-down rear seat (a $100 value) and full wheel covers (a $75 value).
    "From the moment we established Kia in the United States, we took a
high-value position versus other imports," said Dick Macedo, Kia's executive
vice president of marketing and sales.  "By adding value to our best-selling
model line, we are reinforcing the position that has helped make us one of the
two fastest-growing brands in the country."
    Kia also increased the value of its high-line Sephia LS sedan by adding
standard equipment valued at more than $1,600.  Included as standard on the
re-packaged LS are air conditioning (previously a $900 option), AM/FM stereo
cassette sound system (previously a $320 option), power windows and door locks
(a $350 value) and a tachometer (a $40 value).  The price of the re-packaged
Sephia LS sedan increases from $10,995 to $11,595, but even with the $600
price increase, the net value of the Sephia LS is increased by more than
$1,000.
    "Since most Sephia LS customers want the equipment contained in the new
package, we decided to make that equipment standard and lower the price for
the re-packaged trim level," Macedo said.  "It not only gives the customer a
much better value, it also makes the model much easier for consumers and
dealers to order."
    Kia's two other models -- the Sportage and Sportage 2-Door Convertible
sport-utility vehicles -- retain their 1999 pricing for the 2000 model year.
The Sportage is available in two trim levels -- Sportage and Sportage EX --
and is offered in both two-wheel-drive and four-wheel-drive configurations.
The base Sportage 4x2 has a suggested retail price of $14,795.  The least
expensive Sportage 4x4 will carry a retail price of $16,295.  The suggested
retail price for the well-equipped Sportage EX 4x2 model is $17,395, while the
Sportage EX 4x4 has a base price of $18,595.
    The off-road-ready Sportage 2-Door Convertible, which has enjoyed a great
deal of success since its summer 1998 introduction, has a Manufacturer's
Suggested Retail Price of $13,995 for the 4x2 with automatic and $14,495 for
the 4x4 with manual transmission.
    In addition to offering outstanding quality, affordability and value, all
Kia vehicles come with two reassuring warranties:  three-year/36,000-mile
basic limited vehicle warranty and a five-year/60,000-mile limited powertrain
warranty.  Kia owners are also protected by Kia Extra-Mile Care, a program
that includes 24-hour roadside assistance for the length of the basic limited
warranty.
    Kia Motors America, with more than 530 dealerships, is the U.S. sales,
marketing and service arm of Kia Motors Corp. in Seoul, South Korea.