Growth propels Kia into top 100

Kia Motors enters the ranks of the 'Top 100 Best Global Brands'. Photo / Supplied

Carmaker enjoys 81 per cent sales surge.

Kia Motors Corporation enters the exclusive list of the Top 100 Best Global Brands, according to the 2012 study released by Interbrand, the world's largest brand consultancy agency.

Kia's increase in brand value is now estimated at US$4.1 billion (NZ$4.9bn), which firmly sets the automaker at 87th place on the list. This is a 50 per cent increase from last year's estimated brand value and far exceeds the average automotive brand value growth rate of 11 per cent.

This year's edition of Interbrand's annual 'Best Global Brands' study was executed through a comprehensive brand performance analysis using best practice research methodology by expert analysts.

The study measures a corporation's financial performance in terms of the raw financial return to investors and the role that a brand plays in the actual purchase decision.

It also looks at brand strength, which is the ability of a brand to make money in the future.

The strong increase in Kia's brand value closely mirrors the company's recent surge in global sales, which have posted three consecutive double-digit year-or-year gains to cement Kia's position as the world's fastest growing major automotive brand.

Over the three years from 2008 to 2011, Kia's annual global sales have grown 81 per cent to nearly 2.5 million vehicles.

Claire Chai, vice-president of Kia Motors Corp marketing division, said, "Entering the 'Top 100 Best Global Brands' validates Kia's commitment to continuously provide exciting and inspiring brand experiences. And it's amazing to see what we can accomplish by staying true to who we are - a young and dynamic challenger that goes beyond expectations."

In New Zealand, Kia is sitting at 10th spot for the year to date with new car sales.