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Kia Jamaica pushes sales through rebates

Published:Friday | February 20, 2015 | 12:00 AMTameka Gordon
Contributed The Kia Optima

Kia Motors Jamaica will sign an agreement with the umbrella labour union group today, Friday, to push sales through rebates on vehicle purchases.

The local dealer is offering rebates of $100,000 on each vehicle purchased by a union member. The purchaser would essentially pay $2.1 million for a $2.2m car.

Under the terms of the memorandum of understanding (MOU) to be signed with the Jamaica Confederation of Trade Unions, Kia Jamaica will provide rebates on new cars and SUVs to members of the 11 trade unions that make up the umbrella group. Kia Jamaica will also provide free servicing and other benefits to buyers and will pay a $5,000 fee each time a referral to the dealership results in a sale.

"It being one of the largest organisations with civil servants, what we are trying to do is make offers that will appeal to a wide cross section," said marketing coordinator Raquel Chin.

The rebates will first be offered to labour unions but Kia Jamaica, which is owned by Dwight Moore, says it expects to target other groups later.

"Right now we are getting the people who work in the unions first, and then the benefits will be spilled over to members of the credit unions as well," Chin said, adding that the dealership was already in the process of developing the second MOU with local credit unions.

The distribution of market share for new car dealers is not publicly available, but Kia claims fourth place in the market, according to Chin, who says the dealership aims to move up the rankings to at least second place via its new sales push.

"We are also pushing our Kia service department," she said, while noting that the service bay is equipped to service all other types of vehicles.

"A lot of people don't know about a lot of the things that we do, so we are offering it as a part of the MOU as well - so those who have other types of vehicles are not being excluded," Chin told the Financial Gleaner.

The Jamaican dealership sells about 10 Kia models from its Chelsea Road headquarters in Kingston and an affiliate dealer in Montego Bay. Vehicle prices currently range from $2.2 million for the Kia Picanto up to $6 million for a Sorento.