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Kia Motors India has just launched 'BEAT360' - a one-of-its-kind brand experience center that offers customers and visitors an insight into the Kia philosophy. The new brand experience center is the first in the country. The new BEAT360 has been launched at Gurugram.
The innovative and immersive space features curated zones that bring visitors closer to the brand's futuristic vision, and offers an insight into Kia DNA. The BEAT360 in India is the first overseas center that the company has launched. BEAT360 - Delhi NCR will be followed by similar experience centers in other metros.
Kia's BEAT360 has been designed to grab the attention of people walking by. The facade at the entrance signifies a rhythmic beat via the colour red used in three different perforation patterns.
The three-zone brand immersion space situated at Cyber Hub, Gurugram, features a surround media zone, a cafe, and a mixed reality zone that is spread across 5,280 square feet. The space has been designed to showcase Kia's journey, and to help customers understand the brand, products, and philosophy more closely.
The surround zone engages potential customers by showcasing a ‘futuristic vision' video on a rather impressive 11-meter wide surround screen. Customers and visitors will be able to look a Kia vehicle in motion via turntable technology.
The cafe features a wooden finish and offers a comfortable space that promotes creative thinking over a complimentary cup of coffee, tea, and other refreshers. Customers and visitors also get to experience cutting-edge Mixed Reality technology in a third zone. The idea behind this space is to bring the audience closer to the brand and its products.
The all new BEAT360 space was inaugurated by Mr. Kookhyun Shim, the Managing Director & Chief Executive Officer at Kia Motors India. He said that Kia Motors is in the country to set new standards of brand immersion and consumer engagement.
The company feels that consumers are their primary focus, and that they aim to connect with them to offer a true Kia experience. Kia's BEAT360 is a first-of-its-kind concept in India that envisions the company's futuristic methods of engaging with consumers.
The company also feels that the BEAT360 is in line with the brand philosophy of ‘The Power to Surprise'. The all new space is about imagination and inspiration, and is a visual representation of Kia's values under one roof.
The ‘BEAT' in BEAT360 stands for a BEAT-ing heart, the ‘3' stands for the three zones that customers and visitors can access, the ‘6' stands for all six senses, and the ‘0' represents no boundaries. ‘360' also represents a compass that shows all directions, translating to a three-dimensional experience.
The BEAT360 also features a Configurator Zone where customers can customize and design a car of their dreams. Kia says that the larger idea behind the BEAT360 is to enable customers to have experiences that go beyond the boundaries of conventional mobility, and to resonate with the vision and values of Kia Motors.
In addition, the cafe is also a dedicated space to host a variety of events including brand immersion workshops, musical & entertainment gigs, and industry expert meets, among others.
Kia Motors India has consistently offered an immersive brand experience to the customers, ever since setting a foothold in the country. The brand has been able to connect with its customers through campaigns, initiatives, and innovative sporting campaigns. The company has partnered with Bengaluru Football Club (#KiaDrivesBFC) in order to engage with thousands of sports enthusiasts and potential buyers.
Kia launched the Seltos on 22 August in India. Using ‘The Power to Surprise' philosophy to its full potential, the company has already set records and have become a force to reckon with. The Seltos broke records with a total of 6,046 bookings on the day the SUV was launched.
The highly sought after SUV has just set another record by gathering 50,000 bookings in less than two months since its launch. In addition, users exposed to the Kia ad on YouTube reported a 36% lift in Kia brand ad recall (Best in Auto Category).
The brand's TVC/video became the most-watched ad on YouTube in India. Collective video views for the Seltos campaign has hit the 422 million mark (till Sep'19), and has emerged as the highest watched TVC on YouTube for August 2019.
April 2017 saw Kia Motors sign a memorandum of understanding with the State Government of Andhra Pradesh, India, to build a new manufacturing facility in the Anantapur district. The company started mass production of the Seltos in August 2019.
The Anantapur facility has an annual production capacity of roughly 3 lakh units. The company has a massive network of 265 customers touchpoints across 160 Tier 1, 2 and 3 cities in India.
Thoughts About Kia's BEAT360 Experience Center
Kia Motors India seems to be doing everything right. They started with offering the country with possibly the best SUV, the Seltos, and now offer a unique experience centre that is bound to add more volumes to sales. They have their manufacturing facility in place and have kept waiting periods to a minimum (considering they have to deliver over 50,000 cars). Kudos to everyone at Kia Motors India. Outstanding job!