[Report] "Kia, a Trustworthy Brand"... Targeting Spain with 'Nadal' Leading the Way

A Visit to the 'Integral Kia' Dealership in Barcelona
Nadal and Sponsorship: "Growing Together with Kia"
"7-Year Quality Guarantee... Building Consumer Trust"

"Kia, A Kia, tu tries el que condueixes (A Kia, choose the car you drive)"

On the 25th (local time), a local dealer is consulting with a visiting customer about a vehicle at the 'Integral Kia' dealership in Barcelona, Spain. (Provided by Kia)

On the 25th of last month (local time), we visited the 'Integral Kia' dealership located in Terrasa, a city about a 30-minute drive northwest of Barcelona, Spain. Opened in March 2008, this location sits on a 1910㎡ lot and features showrooms for both new and used cars, as well as a service center capable of servicing 12 vehicles simultaneously. At the entrance of the showroom, a large poster of Rafael Nadal, the world-renowned tennis player from Spain, is prominently displayed.

The 'Integral Kia' dealership sells an average of about 70 new cars and 20 used cars per month. Seventy percent of the sales volume is the Sportage, which was also the top-selling model last month (January).

Agusti Garcia Sala, president of 'Integral Kia,' said, "In recent years, perceptions of Korean cars have greatly improved due to enhanced design and overall quality. Among them, Kia has grown into a trustworthy brand."

President Sala identified Hyundai, Toyota, and Volkswagen as Kia's competitors in the local market. He explained, "While other brands offer quality warranties of 2 to 4 years, Kia guarantees quality for over 7 years, building long-term trust with consumers."

On the 25th (local time), the 'Integral Kia' dealership in Barcelona, Spain.
(Photo by Oh Hyung-gil)

In Spain, the image that comes to mind when thinking of 'Kia' is technology, design, and electrification. Alvar Garcia Conde, director of dealership development at the Spanish subsidiary, stated, "In Europe, where the theme of electric vehicles is growing, Kia has a strong image as an electric vehicle company. We also receive praise for our professionalism by recruiting dealers and professional technicians."

Above all, a key figure in Kia's success in Spain is Nadal. Nadal, from the island of Mallorca, comes from a family of athletes: his father is a businessman running an insurance and glass company, his uncle is tennis player Toni Nadal, and his other uncle is former Spanish football player Miguel Angel Nadal. The family is highly respected and loved by the Spanish people.

President Sala shared, "Kia signed a sponsorship contract with Nadal when he was 16 years old, and they have grown together ever since. Nadal is known to mainly drive the EV9 and owns many vehicles, but he always chooses to drive Kia cars wherever he goes, showing mutual loyalty."

On the 25th (local time), a local dealer is consulting with a visiting customer about a vehicle at the 'Integral Kia' dealership in Barcelona, Spain. (Provided by Kia)

On the day of the visit, Mr. Juan, who came to the dealership to purchase a Kia Stonic Hybrid, told reporters, "My family owns and drives Kia cars. We used to drive Volkswagen, but I switched following my family's recommendation. The Stonic is the perfect car for navigating the narrow streets of the Catalonia region and various other areas."

Kia also considers the Spanish market indispensable. As of 2024, it sold 56,000 units (internal data), ranking third in Europe after the UK (112,000 units) and Germany (67,000 units). Following the best-selling EV3, which sold 417 units in January, Kia plans to strengthen its position as an electrified brand by launching new models such as the EV4, EV5, and PV5 this year.

President Sala expressed confidence, saying, "Spain's main market is the small (B-segment) category. Sales slowed last year due to the discontinuation of the main model, Rio, but with the launch of the small electric vehicle EV3 starting in January, sales are expected to quickly return to a growth trend thanks to the new model effect."