The Kia Motors Corporation (KMC) was founded in 1944 and is now a part of Kia Automotive Group. The word “Kia” means "to arise to the world from Asia" in the Korean language. The company’s brand slogan is "The Power to Surprise." Kia Automotive Group is South Korea’s second largest auto manufacturer, which has sold more than 1.4 million vehicles in 2010. The auto manufacturer has 13 assembly and manufacturing plants in eight countries, and employs over 42,000 employees the world over. Kias are sold in 172 countries, and comprise of sales over US$14.6 billion annually. Kia is the main sponsor of the Australian Open and an official partner of the FIFA World Cup.
Among Kia’s popular models are Sorento, Rio, Soul, Sedona, Forte, and Sportage. People generally prefer buying Kia cars because of their high quality, affordability, and its fuel efficiency. Because new Kia cars are priced lower than other manufacturers’ cars, Kia cars are excellent for the “new” and “used car” market. Used Kia cars are attractive to individuals seeking quality second hand cars because they are fuel efficient and easily afforded.