Kia Philippines is set to undergo a significant strategic reset in the coming months, according to newly appointed Managing Director José Marie Lopez. Speaking during a recent luncheon with members of the media, Lopez laid out a refreshed direction for the Korean brand in the country, focusing on bolstering brand awareness and realigning its product strategy to fit the local market better.
Lopez emphasized that Kia’s competitive edge lies in its diverse lineup, which includes internal combustion engine (ICE) models, hybrid electric vehicles (HEVs), and fully electric vehicles (EVs) – a rarity in the Philippine automotive scene.
“There are a lot of products within the pipeline, but what we want are the ones that best suit the market,” Lopez said, noting that the brand’s future offerings will be carefully selected based on local demand and conditions.
Coming from outside the automotive industry, Lopez is expected to use his knowledge and experience in the pharmaceutical, consumer, and agriculture sectors to redefine Kia in the Philippine setting.
The reset comes as Kia Philippines continues its efforts under the Ayala-led ACMobility group, which has pledged to support the brand’s shift toward innovation and electrification. The company plans to introduce more sustainable mobility options while maintaining a strong focus on customer-centric services.
Kia is riding strong momentum in 2025. The brand sold 4,195 units in the first half of the year, reflecting a 71% increase from the same period in 2024. The newly launched Kia Sonet led the charge, accounting for 3,171 units sold and becoming the company’s best-selling model to date.
With this renewed strategy and leadership in place, Kia Philippines aims to strengthen its presence and relevance in an increasingly competitive market.
