Kia Asking Saturn Dealers To Consider Selling Korean Cars

Colum Wood
by Colum Wood

While GM has reached a deal with Penske to sell off its Saturn brand, the future for dealers is anything but certain and Korean automaker Kia is hoping to capitalize on that.

Kia dealerships are often in either rural areas or less popular urban areas because land in high-traffic and densely populated urban areas is just too expensive. With both GM and Chrysler eliminating dealerships in urban areas, Kia intends to take advantage of this opportunity and make a big push. And with many well-appointed and nicely designed Saturn dealers conveniently located in those higher traffic areas, Kia hopes to convince Saturn retailers into switching to the Kia line.

In an interview with Automotive News, Kia executives said that the fact the Saturn dealerships are new and ideally-located is important, but the main factor is their availability.

Kia is targeting Saturn dealers in three main ways. First, it is looking to buy Saturn dealerships that are closing or closed and convert them to Kia dealerships. Second, it is seeing if any operational Saturn dealerships are interested in switching to Kia. And third, Kia is seeing if Saturn dealers who aren’t interested in the first two are interested in opening up a separate Kia franchise.

[Source: Automotive News via Autoblog]

Colum Wood
Colum Wood

With AutoGuide from its launch, Colum previously acted as Editor-in-Chief of Modified Luxury & Exotics magazine where he became a certifiable car snob driving supercars like the Koenigsegg CCX and racing down the autobahn in anything over 500 hp. He has won numerous automotive journalism awards including the Best Video Journalism Award in 2014 and 2015 from the Automotive Journalists Association of Canada (AJAC). Colum founded Geared Content Studios, VerticalScope's in-house branded content division and works to find ways to integrate brands organically into content.

More by Colum Wood

Comments
Join the conversation
Next