SLOW AND STEADY - AUTOLINE THIS WEEK 1643

EV Channels Review

Autoline This Week features a discussion with Kia's EVP of Sales, Tom Loveless, and EVP of Marketing, Michael Sprague, alongside journalist Brent Snavely, to explore Kia's remarkable growth in the US market. The executives highlight Kia's strategy of introducing numerous new products, exemplified by the success of the Soul and the upcoming refreshes like the Sorrento and Forte. They emphasize that Kia's value proposition is evolving beyond affordability to include sophistication, design, and useful technology, aiming to attract a broad customer base. Marketing efforts, particularly the iconic hamster campaign for the Soul and Super Bowl advertising, are credited with significantly boosting brand awareness and challenging conventional approaches. Despite being part of Hyundai, Kia operates as a distinct competitor, focusing on its youthful, fun, and sporty brand identity. The discussion also touches upon the West Point, Georgia manufacturing plant's capacity and the brand's strategy to reach the 60% of the car-buying public still unaware of Kia.