ECUADORIAN GROUP ORGANISATION LOGO |
The Company Aymesa is a corporation organized
and existing under the laws of the Republic of
Ecuador.
-Over 88 percent of the total shares outstanding
are owned by two (2) investor groups composed
of Ecuadorian nationals:
-The Eljuri Group
-Invelei (Employee Holding Company)
-There are no automotive manufacturers associated
with or holding equity participation in the company.
-The Company Aymesa is a corporation organized
and existing under the laws of the Republic of
Ecuador.
-Over 88 percent of the total shares outstanding
are owned by two (2) investor groups composed
of Ecuadorian nationals:
-The Eljuri Group
-Invelei (Employee Holding Company)
-There are no automotive manufacturers associated
with or holding equity participation in the company.
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Company Vision |
As a Company we believe on:
*-Build achievable objectives
-Maintain a healthy business.
-Comply our commitments.
-Be an innovative and fearless competitor in the
marketplace
-Build an strong brand image
-Ensure dealer's profitability
-Long term planning
* As a company we will not:
-Work in anyway different that the best way that
guarantees our success
in the future.
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Our products |
Automobiles:
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Long term Objective |
Ecuadorians Caracteristics- Main Country Caracteristic
Population: 12'646.093 inhabitants
* Registered cars: 667.494
* Cars per 100 inhabitants: 5.2
* Automotive market: 30 brands & 275 models
* Market dominated by GM : 47.2% (Year 2002)
* Second brand Hyundai: 8.1% (Year 2002)
* Third brand KIA: 6.5% (Year 2002
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International vision |
In Ecuador and Colombia Aekia and Metrokia are
strongly allied together. with
Having the common objective of fully participating
in the development of Kia Motors into one of the
top five international automotive companies in
the world by the year 2010.
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AEKIA VISION |
AEKIA S.A. will become the number 2 company in
the Ecuadorian automotive market by the year 2010
(15%Market Share)
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Evolution 2001-2003 |
EVOLUTION 2001-2003 CHART
Table
* Shown chart graphically illustrates the cyclical
nature of the Ecuadorian Automotive Market.
* The opening in 1992 of a long closed market
resulted in a grand surge in sales reaching its
peak in 1994.
* Similarly in 1999 a series of bank failures
lead to a lack of consumer confidence and a subsequent
dramatic fall off in automotive sales.
* During the year 2000 automotive sales rebounded
to about 50% of normal volume.
* Calendar year 2003 Automotive Sales are expected
to reach more normal market levels in the area
of 40/45,000 units.
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KIA Brand Background |
* The Kia brand had been abandoned. The market
place had not been supplied with Kia product for
more than two (2) consecutive years.
* The Kia brand was unknown with no level of recognition
in the mind of the public. There was no residual
value left in the brand.
* Former customers complained of lack of service
for their vehicles and a deficiency in the supply
of service parts.
* There was no exclusive point of sale for the
display, sale and service of Kia vehicles.
* The image of the brand was further damaged by
the poor design and quality of dealership facilities
and signage.
*During the six (6) year period under review GM
maintained its strong leadership role with Toyota
and Volkswagen lagging far behind in second and
third place respectively.
* Both Hyundai and Daewoo, also maintained a significant
presence during this period appearing regularly
in the top ten.
* However, Kia has been mostly dormant during
this period and made no sales during calendar
years 1999 and 2000.
* Under the new franchise holder (Aekia S.A) Kia
is Showing a strong recovery in calendar year
2001.
KIA BRAND PERFORMANCE
2002 RESULTS FOR THE YEAR |
* Year 2002 was the sales record of all automotive
industry in Ecuador overpassing 1994 figures.
* Industry volume grew 23% in 2002 vs. 2001 as
compared with KIA that grew 162% in sales volume
in the same period.
* GM maintained its leadership with two large
promotions based on retail price reduction.
* Large offerings within automobile and passenger
van segments has changed some habits and attitudes
from consumer towards SUV.
MARKET SHARE
* 2001 From 0% to 3.1%
* 2002 From 3.1% to 6.5%
* From 0 position to 9th in Dec 2001
* From 9th to 3rd in Dec 2002
GROWTH
* Fastest growing brand since its launching on
Feb/01.
* Aggressive and fearless competitor
* Compete aggressively in the 2 major segments
in the market and created
new passenger van category
DEALER NETWORK
* Development of 15 points of sale in a short
period of time
* Presence in 99% of the country's automotive
market sales.
* All KIA dealers are 3 in 1 and give a solid
and impressive image
* CSI: Dec 01: 82. 3pp over SA avg and 9 pp over
worlwide avg. CSI:
Dec 02: 84/100 or 4.2/5 for costumers after1 year
of purchase.
RANKING BY SEGMENT
* Pregio Leader
* Sportage 3rd position
* Carens 2nd position
* Rio & Spectra 6th position
* Carnival Low volume/brand image
* K2700II Almost only offer in a reduced segment.
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WHAT IS KIA NOW? |
* 6.899 units sold up to date (03-03).
* KIA brand growth of 162% in sales volume as
compared with year
2001 within an industry that grew 23% .
* Double the market share of year 2001, from 3.1%
to 6.5% market Share
up to date (12-02). (23 months from launching)
* Improvement of brand ranking position from zero
in year 2000 to 3rd
up to date (12/02).
* Increased Top of Mind Awareness: From 0.5% (05/01)
to 10.2% (12-
02)
* Heavy advertising support thus creating KIA
ad awareness at 53.6%
level (12-02)
* First recall of Kia advertising rose from: 0.2%
to 14.3% (12-02).
Strong advertising becoming the second investor
among the automotive industry while building strong
brand image: Total Brand Awareness 85.3% (12-02).
* Aggressive launching of 7 new models during
the year: New Carnival, Rio RS version, Carens
and Rio F/L, Spectra N/B, Spectra HB, and Sorento.o
Development of a well structured and extensive
dealer network (3 in 1) completing 15 points of
sales covering cities that represent 99% of the
total automotive market volume.
* Improved brand penetration mainly within automobile
segment through Rio sales strengthening and Spectra
launching reaching a projected 4.35 % of market
share within this market segment by the end of
year 2002. Last 3 months average reached 6.4%
in year 2002 as compared with a poor 0.3% of total
year 2001.
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Dealer Network Development |
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