FAIRFIELD CA -- Asian automakers have something to smile -- and frown -- about. Last year, their sales rose to 47.4 percent of the U.S. car and truck market, dethroning Detroit's Big 3, which slipped to 44.2 percent; but, in 2010, Asian vehicle sales will face a good, old-fashioned fight as American companies roll out a fleet of small, fuel-efficient cars.
Analysts say all automakers that sell cars and trucks in the United States will try to woo cautious consumers still nervous about heavy debt, high unemployment and rising gas prices. The battle -- as recently evinced at the Detroit auto show earlier this month -- will center on small and midsize cars, as well as alternative-fuel models that run on electric batteries or gas-electric hybrids.
The developments do not faze David Barnes, manager of the newly opened KIA of Fairfield, the sole KIA-only dealership in Solano County, on Auto Plaza Court, near the Green Valley Road exit off Interstate 80.
He noted the automaker's profits rose in the just-ended fourth quarter, beating Wall Street's forecasts, and expects the trend to continue well into the new year.
"I don't see signs of that slowing down anytime soon," said Barnes, who supervises 25 employees at the dealership, formerly Saturn of Fairfield.
Citing four new vehicle models introduced in 2010, he said the Korea-based company has "made huge improvements."
"KIA was, at one time, perceived to make cheap, almost throwaway, cars. That's not what I've seen in the first two weeks I've been here," he said.
A subsidiary of Hyundai, KIA primarily makes and sells commercial vehicles, passenger cars, and recreational vehicles.
The company's major models are Rio, Soul, Forte, Optima, Amanti, Rondo, Sportage, Sedona, Sorento and Borrego. The new Fairfield showroom and lot earlier this week were filled with several shiny new examples, ready for the dealership's official pre-grand opening Jan. 26 to Feb. 1.
Anthony Garcia, a sales manager, said prices range from roughly $13,000 for the Rio to $30,000 for the Borrego, an eight-passenger vehicle. The Sorento retails for about $23,000, depending on the accessories package, and the Sportage, a small SUV, comes with a base sticker price of $17,000.
The company boasts seven repair and service bays, Garcia noted, and KIA of Fairfield will continue to service all Saturn vehicles.
Barnes, who began his auto sales career at age 13, washing cars, said the new dealership is part of a family-owned dealer group that includes Platinum Chevrolet in Santa Rosa.
"My father is in the business and has been for as long as I can remember," he said. "This has been a lifelong passion of mine, and now I look forward to the great opportunity with KIA," he said.
Like any good small-business owner, Barnes said customer satisfaction, whether a buyer wants a new or used vehicle, is his top priority.
"Making friends, first; and selling our friends a car, second," he added. "We are very much customer-oriented."
As a manager, Barnes, a graduate of Northwood University, a business college in Michigan, ascribes to a laid-back approach.
"I feel it's important to positively reinforce good deeds or good work, while, at the same time, making sure we are all playing fair, according to the rules at hand," he said.
Although Detroit's vital signs are improving -- a trend that bodes well for the U.S. economy in general and KIA's fortunes in particular -- consumers, troubled by unemployment rates of 10 percent nationwide and more than 12 percent in California, are still recession-minded, he said.
"Business is tough," said Barnes. "But ... if we continue to do the right thing and take care of our loyal customers, better times are ahead."
He conceded Toyota and Honda outsell virtually all other makes in Solano County, because "the public perceives them to be better."
But Barnes, eager to boost his product, said KIA vehicles are comparable in quality to the top-selling Asian cars.
"The quality is equal to, if not better than, what those other makes offer," he said. "And, in order to be the best, you have to beat the best ... that's where our sights are set."