11/01/18 ID: 14620

Kia Partners with Latin Grammy Award Winning All-Female Mariachi Band to Empower and Support Latina Business Owners

  • All-new Forte compact sedan takes Flor De Toloache on a serenading tour to surprise and recognize Latina entrepreneurs
  • A collective of social and digital video posts will showcase their stories

IRVINE, Calif., November 1, 2018
– Driving community engagement forward, Kia Motors America today launched a new campaign for the all-new 2019 Kia Forte with the help of the Latin Grammy award-winning, all-female Mariachi band, Flor De Toloache. The duo collaborated on a heartfelt digital series celebrating hard-working Latina business owners across the U.S.

As part of the campaign, Flor de Toloache embarks on a search across the U.S. in the all-new 2019 Forte1 to surprise Latina entrepreneurs with a serenading performance of their latest single, “Indestructible.” Composed together with Kia, the new single, available November 9, 2018 on Spotify, touts modern day Latinas as unstoppable, highlighting their determination, passion, strength and hard work. For this campaign, Kia worked with their Hispanic creative agency, Inspire, to share the unique stories of three Latina entrepreneurs, along with their struggles and triumphs as small business owners in America.

“We are thrilled to showcase the all-new Forte in an amazing campaign that celebrates the real stories of entrepreneurs as equal parts creators, and community leaders, inspiring Latinas to continue to reach for and achieve their dreams,” said Candelaria Powell, national advertising manager, Kia Motors America, “As a Latina woman in business, I am honored to see how Kia is committed to showcasing and empowering Latina voices and entrepreneurs.”

Directed by Sophy Holland, the new Forte campaign will be shared in a sequence of video posts on Kia Latino’s social channels. With the sleek new design of the 2019 Forte serving as the backdrop, the series of videos follows the Mariachi group during their serenading tour to surprise deserving Latina leaders. With co-founders, musician and singers Shae Fiol and Mireya Ramos at the helm of the 2019 Forte, Flor De Toloache experiences the compact sedan’s notable features including precise handling, safety features, available Harman Kardon®2 premium audio system, Kia Drive Wise3 technologies, and 8-inch touch screen display4 with standard Apple CarPlay™5 and Android Auto™6 functionality. During the content capture, Kia also surprised each Latina entrepreneur with a laptop to help their businesses advance.

To learn more and see the digital campaign that is honoring Latina business owners go to Kia Latino’s social channels: Facebook, Instagram, Twitter and the campaign’s website, here.

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 offers a complete range of vehicles sold through a network of nearly 800 dealers in the U.S., including cars and SUVs proudly assembled 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 (S, EX, SX and certain LX Trims only) are assembled in the United States from U.S. and globally sourced parts.

1 2019 Forte EX with optional features shown. Some features may vary.

2 Harman/Kardon®, is a trademark of Harman International Industries, Incorporated

3 Kia Drive Wise technologies are not substitutes for safe driving, and may not detect all objects around vehicle. Always drive safely and use caution

4 Distracted driving can result in a loss of vehicle control. When operating a vehicle, never use a vehicle system that takes your focus away from safe vehicle operation.

5 Apple CarPlay™ is a trademark of Apple, Inc.

6 Android Auto™ is a trademark of Google Inc. Apple CarPlay™ and Android Auto™ run on your smartphone cellular data service. Normal data rates will apply.

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Information posted in press releases on the Kia Media website was accurate at the time of posting but may be superseded by subsequent releases or other information.