Kia wants to reward its customers for their loyalty


Like just one big happy family. That’s the way Kia Canada Inc. and its dealers want their customers to feel. So it launched the Customer Rewards Program.

“This is the first of its kind in Canada and the latest in a series of innovative marketing tools that Kia has pioneered to enhance its customer experience,” the automaker said in a release.

All Kia dealerships are part of the program and all Kia customers, whether they buy a new or used vehicle or just drop in for parts and service, are entitled to an awards card.

“It’s truly a dealer program,” Robert Staffieri, Kia Canada’s national customer retention manager, told Canadian AutoWorld. “It was developed with our dealer communications group. We wanted to make sure it was a viable program that all dealers could use.”

Like a frequent-flyer program, the more the customer does business with their Kia dealer, the more points they collect.

Staffieri said benefits free for the asking include shuttle service, multi-point vehicles inspection with every service visit, windshield washer fill-up with every paid service, and preferential rates on car rentals at participating rental companies. The automaker says it’s also looking for other “affinity partnerships.”

Kia rewards any purchaser with 10 points for every dollar spent; points entitle the automaker’s customers to five percent off on purchases at the dealership. Refer a customer and if the customer buys a new Kia, the cardholder earns a 20,000-point bonus.

Bonus purchases available include twice the reward points for service work done on Kias over five years or 100,000 km. All points totals are automatically doubled to a maximum of $1,500 when used to buy a new Kia. The cardholder automatically receives a “loyalty bonus” of 100,000 points for the purchase, which could translate into an additional $500 on that new-car purchase depending on the model, the automaker says.

“This is the dealers’ tool for distinguishing themselves in the marketplace,” Staffieri says.