Kolao Group puts its target market share in Laos at 15 percent per year for sedans, with the launch in Vientiane on Friday of the brand-new Rio, made by Kia.
The company expects sales of around 100 vehicles per month and is pitching the automobile at younger customers, as its affordable price and luxury look appeal to this segment of the market.
At present, around 500,000 Rios are being sold globally per annum.
Executive Director of Kia Division at Kolao Developing Co. Ltd, Mr Kim Boo Sik, described the attractions of the new model during promotions for the 4-door Rio at Vientiane's night market.
Three Kia 4-door Rio models (AT, Lux and MT) gleamed under spotlights at the event.
The Rio is said to be beyond comparison with any other competitor's cars in this range, and boasts an excellent engine capacity of 107 horsepower. It is also a very economical car with fuel efficiency of about 16 kilometres per litre in combined highway and urban driving conditions.
When it comes to safety, six airbags can be applied and underneath, a reinforced high tensile steel sub-frame offers strength where it is needed most.
In addition, the Rio provides a range of convenience features including an engine start button, full automatic light control, auto air-conditioning, rear warning system, auto rain sensor and auto cruise control.
Mr Kim Boo Sik said the company was aiming to sell over 1,000 units of the Rio in Laos this year, together with its hatchback style brother, the 5-door model.
The Rio 5-door model has already been introduced in the Lao market and differentiates itself by its smaller radiator grill and larger headlamps.