Campaign Highlights the Capability, Refinement and Engineering Prowess of the Refreshed Sorento SUV
- Broadcast and digital campaign features general market and multicultural creative
- Sorento is the “Highest Ranked Midsize SUV in Initial Quality1” according to J.D. Power’s Initial Quality Study for the second consecutive year
IRVINE, Calif., July 10, 2018 – After the refreshed 2019 Kia Sorento SUV went “to hell and back” late last year by conquering Moab’s treacherous Hell’s Revenge2, a new marketing campaign from Kia Motors America vividly details the versatility, advanced technology and comfort of the brand’s best-selling and most capable SUV. Featuring a series of 15- and 30-second broadcast spots and digital elements in both English and Spanish, the campaign takes viewers on a journey illustrating the available all-wheel drive system3, standard three-row, seven-passenger seating, and the decidedly more upscale cabin with newly-added technology.
“This campaign mirrors Kia’s mindset as a challenger brand, as Kia and the Sorento have overcome road blocks, both real and perceived. From off-roading up a mountain to commuting back and forth to work, or a weekend full of running errands, these are the hurdles that drivers conquer every day,” said Saad Chehab, vice president, marketing communications, Kia Motors America. “As a brand, Kia has conquered our own mountains, especially over the past four years by ranking as the “Highest Mass Market Brand in Initial Quality” in J.D. Power’s Initial Quality Study4. And the Sorento, assembled in West Point, Georgia, has played a major role in our success by being named the top Midsize SUV in initial quality the last two years.”
The three spots – “Conquer Your Mountain,” “Ready to be Conquered” and “Moab Conquest” – follow the creative direction of a video first shown at last year’s Los Angeles Auto Show which highlighted the refreshed 2019 Sorento’s rugged ascent of Hell’s Revenge in Moab, Utah, one of the most challenging and obstacle-laden off-road trails in the world1. While Sorento owners may never take their own SUVs to these extreme limits, it’s nice to know that a weekend adventure off the beaten path is possible.
In addition to the upgrades made to the exterior and interior, the 2019 Sorento boasts an available advanced AWD system designed to automatically route power to the wheel with the most traction. Sorento’s AWD capabilities also provide drivers with the added stability of Torque Vector Cornering Control (TVCC)3, which is automatically activated when yaw and steering sensors detect unwanted understeer, a feature typically seen on more expensive models.
About Kia Motors America
Headquartered in Irvine, California, Kia Motors America continues to top quality surveys and is recognized as one of the 100 Best Global Brands and 50 Best Global Green Brands by Interbrand. Kia serves as the "Official Automotive Partner" of the NBA and LPGA and offers a complete range of vehicles sold through a network of nearly 800 dealers in the U.S., including cars and SUVs proudly built in West Point, Georgia.*
For media information, including photography, visit www.kiamedia.com. To receive custom email notifications for press releases the moment they are published, subscribe at www.kiamedia.com/us/en/newsalert.
* The Sorento and Optima GDI (EX, SX & Limited and certain LX Trims only) are assembled in the United States from U.S. and globally sourced parts.
1The Kia Sorento received the lowest rate of reported problems among midsize SUVs in the J.D. Power 2017-2018 U.S. Initial Quality Studies of new vehicle owners’ experience with their own vehicle after 90 days of ownership. Visit jdpower.com/awards.
2Off-road conditions generally provide less traction and braking effectiveness than normal road conditions, and may require additional equipment and all-wheel drive. Hell’s Revenge driving performed by a professional driver on a closed course in a 2019 Sorento SXL with all-wheel drive and other optional features. Not all optional features available on all trims. Some features may vary. Vehicle modified to add aftermarket all-terrain tires and protective skid plate, and disconnect sway bars. Do not attempt.
4The Kia Brand received the lowest rate of reported problems among mass market brands in the J.D. Power 2015-2018 U.S. Initial Quality Studies of new vehicle owners’ experience with their own vehicle after 90 days of ownership. Visit jdpower.com/awards.