Content has been reconstructed based on interviews with stakeholders and historical records,
and may include partial dramatization for better understanding.
My name is Juan Pablo Eljuri.
I run the Kia distributorship in Ecuador.
I still remember the first time
I came across Kia back in 2001.
To be honest, I didn’t expect much.
I wasn’t sure what made it different from any other brand.
But that changed the moment I saw the Sportage.
There was something about it—
the technology, the design, the potential.
I was genuinely impressed.
I decided to take a chance on Kia.
And looking back,
it was one of the best decisions
I’ve ever made in my life.
Kia didn’t just enter the market. It understood it.
It moved fast, built local assembly lines
for the Pregio and Rio Stylus, and, most importantly, it listened.
Kia took the time to connect with people here.
And because of that, people began to trust the brand.
They didn’t just see a car company.
They saw a vision they believed in.
Fueled by the passion of Kia’s people,
hotter than the Ecuadorian sun,
our growth felt unstoppable.
What began as a small team of just 25 employees
and dealers has grown into an organization of 1,400.
But this isn’t just about numbers.
It’s proof that Kia has truly taken root here.
Then in 2021, Kia made waves once again—
this time with a global brand relaunch.
It wasn’t just about building cars anymore.
Kia made it clear:
“We’re here to shape the future of sustainable mobility.”
Electric vehicles, hybrids, autonomous driving,
and smart connectivity technologies
that once felt like science fiction are
now part of Kia’s reality.
And as I watched it all unfold, I couldn’t help but think:
“Is this really the same Kia I first came to know?”
I started seeing the brand in a whole new light.
The Kia E-Ground event, held in Ecuador’s
capital, was a clear reflection of the brand’s
vision and direction.
People lined up to experience EV driving
simulators and ADAS technologies firsthand.
And as they did,
we watched something remarkable happen.
Their entire view of mobility began to shift.
Kia was no longer just making cars.
It was starting to shape how people live.
In 2023, Kia became the No. 1 brand in Ecuador
for both passenger cars and SUVs,
with five of its models ranking in the
national top 10. It was clear:
Kia was no longer a brand full of potential.
It had become a powerful brand, shaping
the market and shaking up the landscape
across Latin America.
Today, the slogan ‘Movement that inspires’ is
more than just a tagline.
It’s a symbol of bold ambition and a commitment to
better mobility and better lives.
And just as it always has, Kia won’t stop here.
I have no doubt that the next surprise is
just around the corner.
Exterior view of E-Ground (EV Experience Center) in Ecuador
