Kia's veteran dealer finds success in commercial vehicle niche

For most of his lengthy career at Kia, Hwang Kyung-ha has cultivated his business through word-of-mouth relationships rather than aggressive advertising or showroom foot traffic. The veteran dealer recently achieved the status of one of the carmaker's esteemed "Grand Masters" by surpassing 4,000 cumulative vehicle sales—a milestone typically reserved for salespeople who reach the figure over the course of their careers.

Since joining Kia in 1987, Hwang has maintained an average of 101 vehicle sales annually, attaining the title on June 16. His accomplishment stems from a specialized market that is often disregarded by traditional retail-focused salespeople: commercial vehicles for small businesses. Approximately 70 percent of Hwang's sales are derived from corporate clients and self-employed business owners, particularly companies engaged in the importation of food ingredients from China and Vietnam.

Refrigerated trucks, wing-body trucks, and other commercial vehicles constitute the majority of his sales. Instead of pursuing large fleet contracts, Hwang has invested time in building a network of entrepreneurs over the decades. Existing customers have often recommended him to new potential clients, helping him expand his clientele.