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Customers at the Center of Everything We Do

At Kia, we value your opinion,
understand your needs,
and provide the highest value
and experience based on
trust-based communication.
  • Value Creation Value Creation Based on Trust
  • Best Quality Innovations Drives Quality

Customer Communication Service

With digitalized customer communication, Kia goes above and beyond. Enjoy your new mobility life with MyKia, which not only provides real-time personalized home screens and contents based on personal data and vehicle conditions, but also provides all the services you need, including membership, vehicle management, and maintenance reservations. - MyKia takes care of every moment of everyday life between customers and Kia, adding more convenience.

Customer Compensation and Service Procedure

Arbitration for Replacement or Refund

Customer Service (Kor)
Recurring defect report (Kor)

Sales Contract

Accept the rules on arbitration Sign the contract after the explanation of the definition effects and important details of the arbitration

Warranty Repair

Major defects – once,
General defects - twice

Defect Recurrence

The same symptom occurred after repair
(Major defects second recurrence/ General defects: third recurrence)

Notification of defect recurrence

Enforcement Rule of the Motor Vehicle Management Act

Defect Recurrence Report

Customer Center

Vehicle Repair

Service Network

Defect Recurrence

The same symptom recurs despite the repair carried out upon receiving the recurrence report
(Major defects third recurrence / General defects: fourth recurrence)

Arbitration Request

Follow the arbitral award process

Customer Service Process


Inquiries or complaints

Collect complaint

Online/offline channels - customer centers, corporate websites, mobile channels

Quick response

1. Ask for solution
2. Respond to customers
3. Communicate the request results


Take action required by the customer and reflect it into the business policy

Quality related Education

Kia provides specific education to all employees related to product quality at the production and service stages, depending on each organization's specialty. (Employees related to product quality : 31k / Education provided employees : 31k)
For example, employees of the quality division are provided with the Quality Competency Improvement Learning Solution, and production engineer groups are provided with regular quality awareness improvement education and frequent intensive quality education for whom specifically involved with the quality issues.

Product and Service Safety Programs

Internal Product Safety/Quality Assessment

Kia's all domestic and overseas plants(including CKD) conduct internal quality evaluations for all produced vehicles to secure high-quality.
Internal quality evaluations consist of 4 categories, standing test, driving test, watertightness test, underside inspection.
All evaluation is conducted in each stage of production, such as body, painting, assembly, shipment, and Key checkpoints and defect types are standardized for precise testing.


Gap & Flush
/ Welding etc.


/ Gloss etc.


Part condition
/ tightening etc.


Comfort / Noise
/ Break /
Electronic equipment etc

Customer Satisfaction Survey

Customer Satisfaction Survey table
Category Contents Segment Winner
2022 Vehicle Dependability Study(VDS) No. 1 of all brands by J.D.Power Mid size SUV ‘Sorento’
2021 Initial Quality Study(IQS) -
  • Subcompact Crossover SUV : Soul
  • Upper Midsize SUV : Telluride
  • Compact Car : Forte(K3)
  • Minivan : Sedona(Carnival)
  • Compact SUV : Sportage

J.D. Power

J.D. Power is US data analytics and consumer intelligence company and the firm is best known for its customer satisfaction research and benchmarking on new-car quality and long-term dependability.

Every year, J.D. Power conducts multiple survey/studies on the automotive industry in the US as well as in other countries. Among their annual consumer survey/studies, the most attention drawing results by consumers are 1) IQS (Initial Quality Study), which measures the number of problems experienced per 100 vehicles within the first 90 days of ownership and 2) VDS (Vehicle Dependability Study), which measures the number of problems experienced per 100 vehicles after 3 years of ownership. (consumer feedbacks are obtained on every significant vehicle on the market and detailed/unfiltered customer feedbacks are analyzed by plant, model, brand, and segment.)

In particular, the results of J.D. Power's survey on durability and new car quality are not only actively used by US consumers, but also accepted as a key indicator of auto company's quality competitiveness in the whole industry worldwide. Most automakers are closely monitoring IQS and VDS index and most frequently referenced in auto industry.



Consumer Report

Consumer Reports is an independent, nonprofit member organization that works side by side with more than 6 million consumers for truth, transparency, and fairness in the marketplace.

CR ranks the brands and reveals how their new models are likely to hold up.

Every year, CR asks its members about problems they’ve had with their vehicles in the previous 12 months. This year, they gathered data on over 300,000 vehicles from the 2000 to 2022 model years, that address 17 trouble areas, including engine, transmission, in-car electronics, etc.

Awards by Country

Awards by Country table
Country Contents
The United States
  • Ranked No. 1 in all brands in the VDS for the first time
  • AutoPacific IVA(Ideal Vehicle Awards) : K5 receive an award in the "Sedan (Midsize)" category, Sportage in the "Compact crossover" category, Telluride in the "Large crossover" category
The U.K.
  • Sorento won an award in the "Large SUV of the Year" category for 2021 What Car Awards
  • EV6 won an award in the "2022 Car of the Year" category for 2022 What Car Awards
  • Received awards in three categories for 2021
    Auto Trader Awards : Rio for "Subcompact Car", Seltos for "Subcompact SUV", Telluride for "3-Rov SUV"
  • K5, “Best Large Car” for 2021 Canadian Car of the Year Telluride, "Best Large Utility Vehicle"
  • EV6 won an award in the "Premium (<50k €)" for 2022 German Car of the Year
  • 'Received awards in six categories for "2021 Most Preferred Brand", Picanto in the "Urban Car" category, Seltos in the "Compact SUV" category, K5 in the "Business Class" category, Sorento in the "Midsize SUV" category, Carnival in the "Minivan" category
Latin America
  • Sorento won an award in the "SUV" category for 2021 Latin Car of the Year
  • Sorento won an award in the "All categories" for 2021 Car of the Year

Marketing Communication and Product Labeling

Europe (EU)

  • Product information : ID label (WVTA certification number, weight, etc.)
  • Fuel, electric charging information : fuel type label, electric charging method label (PHEV, electric vehicle only), hydrogen fuel label for hydrogen fuel cell vehicle
  • Product safety : airbag warning label, spare tire (when provided) speed label, ISOFIX anchor label, high voltage component label, etc.

North America (US/Canada)

  • Product information : Monroney label (Vehicle Price List (MSRP) label, indicating fuel efficiency (electricity consumption), NCAP rating, and percentage of parts made in North America, etc.)
  • Fuel economy (environmental) information : VECI label (indicating emission gas certification information), refrigerant label, mercury-content label, etc.
  • Product safety : Certification label (self-certification label), Tire Placard (tire pressure label), VIN label (Vehicle Information Number), anti-theft label, airbag warning label, etc.

Russian Federation/Eastern Europe

  • Product information : European specification ID label + Russian certification label (EAC)
  • Product safety : Consumer safety warning/information phrases provided in native language (Russian/Turkish, etc.)


  • Product information : ID label, VIN (W/screen), anti-theft label
  • Fuel economy (environmental) information : fuel economy label
  • Product safety : CCC label, CRS warning airbag label, temporary spare tire (when provided), speed label


  • Product information : self-certification label (year of manufacture, total vehicle weight, vehicle identification number, vehicle model, ehicle name, tire, etc.), recommended air pressure label
  • Fuel economy (environmental) information : fuel economy labels, emission-related signs
  • Product safety : airbag warning label, ISOFIX ancho

Protection of customer privacy

Kia implements a information security system to prevent the leakage of assets, such as company confidential information and intellectual property. Kia operates an information security management system in accordance with the International Organization for Standardization (ISO) guidelines, We also strive to safely manage customers’ personal information.

In 2022, there were no cases in which our customers’ personal data were used for purposes other than the “purpose of collecting and using personal information” as specified in our privacy policy for users, etc.