Korea's Kia Motors prepares global road show

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SEOUL--Kia Motors is gearing up for a global road show to launch 12 new marques.

The road show will run until October and covers 33 countries. Up to 12 models will be displayed on weekends near parks, museums and other high-visibility public places accompanied by dance parties, magic shows and Korean traditional performances.

In the past, only 40% of Kia's sales were in export markets but this year, the carmaker plans to sell 500,000 cars overseas and just 200,000 domestically.

In 1997 Kia nearly went bankrupt, saved only by a massive debt write-off by creditors and a buyout by Hyundai. Since then sales have been improving, taking Kia up one position to become Korea's second-largest carmaker.

Copyright August 1999, Crain Communications Inc.

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