Kia banks on seven-year warranty in sales drive
Published 06/01/2010 | 13:09
WE may be seeing a major price war on the forecourts this January selling season, but Kia has unleashed a major parallel assault.
The car manufacturer is banking on people being seriously swayed by a seven-year/ 150,000km warranty on all its cars. The firm announced the move this week and it will have reverberations throughout the industry where warranties, inthe main, extend to two years.
Far Eastern manufacturersoffer a three-year warranty andone or two European modelsbenefit from three-year cover. But putting a seven-yearbacking on a range of new cars – from the city car Picanto to theSorento SUV – at a time when potential buyers are looking for reassurance and backup will undoubtedly impact.
Plus the warranty passes on from one owner to the other over the course of the seven years’ cover. That means if you buy a four-year-old Kia, you should effectively have a three-year warranty.
The aggressive move is part of the company's drive to make itself the world number one for customer satisfaction. The new deal applies to all vehicles sold and registered in more than 20 countries across Europe.
The company said it was a ‘bumper-to-bumper’ full manufacturer’s warranty, which covered each vehicle for up to seven years. And, depending on the model, there is a seven-to-12 year anti-perforation corrosion warranty.
Of course there are always caveats and the normal ‘wear and tear’ on items such as tyres, brake pads and clutch linings is excluded from cover.
Kia Ireland chief James Brooks said: “This will appeal to all Irish motorists but will, we think, appeal especially to scrappage customers who may be planning to hold on to their new cars for another 10 years – seven of which years can be worry-free if they chose Kia.”
Other qualifications include:
? Paintwork covered for five years (depending on model). ? Audio and navigation equipment for three years.
? Service replacement parts, accessories and batteries covered for two years.