Kia Motors America has evolved from a quality-challenged product to the fastest growing automotive brand in America. BI sat down with Michael Sprague, VP of Marketing and Communications for Kia Motors America and talked about the evolution of the Kia brand.
In part I, Sprague talks about Kia’s introduction to the US market and the challenges they faced changing customer’s perception of the, “Kia of the old to the Kia of the new”, according to Sprague.
Part II, Sprague discusses the marketing strategy Kia has employed to launch their latest models using traditional and disruptive marketing methods in order to appeal to their target Gen Y audience.
Part III of the interview, Sprague provides insight on the strategic partnerships Kia Motors America has created with the NBA and with their fan base, using experiential marketing. Not only is Kia the Automotive Partner for the NBA League, they are also partners with 14 of the 30 NBA teams. Sprague also discusses the changing automotive buyer and Kia’s strong appeal to younger customers.
In part IV of our interview Sprague shared with BI why the Super Bowl continues to be an important part of their brand marketing strategy. Michael also walks us through the concept behind their last ‘Big Game’ ad called ‘Drive the Dream’.
Part V our last segment, Sprague elaborates on the brands future outlook, position on the growing demand for integrated technology in their vehicles and their strong efforts to concentrate on growing their social media marketing avenues.
We want to hear from you! What do YOU think of the Kia brand? Has your perception changed of Kia? Do you think it’s a FUN and YOUTHFUL brand? Which vehicle appeals to you and why?
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Through the Eyes of a Marketer 