KIA ready to rumble

Friday, March 23, 2018

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ATL Tiger Motors, the division of ATL Automotive responsible for Kia vehicles, hit full stride with its two-day test drive initiative at its new home on Oxford Road in St Andrew and Fairview Plaza in Montego Bay, St James, recently.

“This is a great brand backed by a great brand,” Chris DaCosta, head of business for Kia, told the Jamaica Observer's Auto magazine.

Six months ago, ATL Automotive announced it would take over the South Korean car brand with a new showroom. With its doors finally opened on March 5, ATL Tiger Automotive offered all who were interested the opportunity to come look, touch, feel and test-drive the wide range of Kia models available over two days — March 9 and 10 — at both their locations.

“We saw over 500 persons across both showrooms during both days of the test drive event,” Stephen Hector, group marketing director at ATL Automotive, said.

The Oxford Road showroom saw the bulk of that traffic with close to 300 people turning out on Saturday to sample Kia's diverse range.

It started with the hatchback Picanto, then moved on to Rio — available in four and five doors. The Cerato and Optima filled out the sedan roles. There are two sport utility vehicles: the compact Sportage and the midsize seven-seat Sorento. For those needing more, there is the eight-seat MPV, the Carnival. Commercial users haven't been forgotten with the K-Truck.

Of all the brands, it seems that Jamaica can't get enough sport utility vehicles and the Kia Sportage proved most popular, constantly in rotation for test drives.

“People are interested in Kia because these vehicles deliver not only quality, but value for money,” DaCosta said.

He went on to add that the interest bodes well for the future of the brand in Jamaica.

“The activity has been happening from even before we opened our doors officially on March 5. Customers have been coming in to see what we're all about,” he said.

— Rory Daley

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