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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.
Customer
Satisfaction
  • Value Creation Value Creation Based on Trust
  • Best Quality Innovations Drives Quality

In 2018, in addition to a service identity called "Kia Promise to Care," we launched a mid- to long-term global service strategy titled "Service Vision 2022," as a promise to offer the highest possible customer value and quality. To that effect, we have developed key initiatives to become the world’s top service brand, specifically in the five key areas of customer service, by 2022.

Customer Communication Service

With digitalized customer communication, Kia goes above and beyond. Our new mobile app, "Kia VIK," has consolidated the complete automotive management process from purchase to maintenance and disposal into a single app. Customer membership services and mileage points, new model debuts, online quotations, test ride sign-ups, and new offer releases are all now easily accessible on your smartphone.

Kia Members (Kor)

Customer Compensation and Service Procedure

Arbitration for Replacement or Refund

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

VOC

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

Solved

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

Quality related Education

Kia provides specific education to all full time employees related to product quality at the production and service stages, depending on each organization's specialty.
For example, employees of the quality division are provided with the Quality Competency Improvement Learning Solution, while intensive quality education are provided for production engineer groups specifically involved with quality issues.

Product and Service Safety Programs

Kia strives to be on top of the fast changing economy and environment of customers to provide safer, more convenient services.

Safety Compensation Service (Kor)

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

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
Canada
  • 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"
Germany
  • EV6 won an award in the "Premium (<50k €)" for 2022 German Car of the Year
Russia
  • '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
Australia
  • 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.)

China

  • 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

Korea

  • 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