Kia has boosted its 2005 Spanish sales target to 45,000 units from 40,000 after coaxing its 85 dealers to meet the targets.

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Late in March, dealer representatives complained that Kia’s objectives were too ambitious and that they couldn’t meet them.


The company lowered the sales goal to 40,000 from a 57,000 initial objective but then cut them further to 36,000, the commercial director for a top Spanish Kia dealer told just-auto.


Under the new accord, dealers are obliged to sell 36,000 cars and can sell up to 40,000 under bonus terms, the executive added, requesting anonymity. Kia has also given dealers stronger assurances that its new range of models will arrive on time.


The new goal will be “tough to meet but achievable,” he noted. “Before it was simply impossible.”

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Last year, Kia sold 30,000 cars, but dealers almost had to give them away to meet the company’s numbers.


“We had to cut our margins to 1% from about 4.5% and engage in heavy promotion,” the executive said, adding that dealers also faced tough competition from big rivals Hyundai and Daewoo.


In a statement, Kia said it can meet the goals.


Sales soared 51% in March while a slew of car launches (including its revamped Rio and Magentis sedans) should sharply boost turnover. The introduction of new diesel versions of the Cerato and Picanto models later this year, and the Spanish economic “momentum,” should also help boost sales, Kia said.


The company is also reportedly on the brink of signing a major deal with Hertz car rental to include the Picanto in its fleet.


If Kia meets its new objectives, sales will rise 50% from last year’s.


Ivan Castano