KIA MOTORS AMERICA LAUNCHES THREE-PART MARKETING CAMPAIGN FOR SIGNIFICANTLY REDESIGNED 2014 SORENTO
Fast-Growing Automaker’s Family-Friendly CUV Shows that “It Has an Answer for Everything™” in Series of New TV Spots
- 30-second “Tight Space” ad kicks off campaign that includes broadcast, digital and social media elements
- Campaign will continue with the airing of a new 60-second spot in the fourth quarter of the Super Bowl
IRVINE, Calif., January 9, 2013 – Parenting can present challenging moments that require quick thinking and expedient solutions, and Kia Motors America (KMA) has launched a new three-part ad series that demonstrates how the brand’s redesigned 2014 Sorento CUV1 can help Mom and Dad take on the day. In the first 30-second spot, titled “Tight Space,” parental creativity is in high gear when two of the Sorento’s available features – power-folding mirrors and power liftgate – help a determined father make the slimmest parking garage space manageable while his skeptical wife and children look on. Kia has been one of America’s fastest-growing car companies over the last five years2, and the U.S.-built* 2014 Sorento is one of seven all-new or significantly redesigned vehicles scheduled to arrive in showrooms this year.
“The Sorento has been one of our best-selling vehicles each of the last three years and the ‘It Has an Answer for Everything™’ campaign offers a fun, lighthearted look at the human truths parents face every day while showcasing features and technologies that can provide assistance in even the most challenging situations,” said Michael Sprague, executive vice president of marketing & communications, KMA. “‘Tight Space’ serves as the introduction to the redesigned Sorento, and when the next spot airs in the Super Bowl it will present an answer to an age-old question that has left generations of parents stuttering and searching carefully for words to help them escape an awkward yet truthful situation.”
Created by David&Goliath, KMA’s advertising agency of record, the Sorento “Tight Space” spot was directed by Peter Darley Miller and Colin Jeffery and is viewable now at YouTube.com/Kia, and on television.
The 2014 Sorento is no mere mid-cycle refresh. It rides on an all-new platform and suspension system, and offers a new V6 engine and more passenger room as well as a new top-of-the-line trim level known as the SX Limited. From a styling perspective, redesigned front and rear fascias incorporate new lighting elements, the 17-inch and 18-inch alloy wheels have been redesigned and a larger 19-inch alloy wheel is offered on the SX as well as the new SX Limited. Inside, the center rack, gear shift, instrument clusters, and soft-touch surfaces all feature a new look. Other new features include second row sliding sunshades and heated seats, panoramic sunroof, a programmable powered lift gate, segment unique, heated second row seats, and more. The 2014 Sorento will be the first Kia vehicle to offer the next generation voice-activated telematics system, UVO eServices.
Kia: One of the World’s Fastest Moving Global Automotive Brands
Kia Motors America is one of only three auto brands to increase U.S. sales in each of the past four years, and in 2012 the company surpassed the 500,000 unit mark for the first time. With a full line of fun-to-drive cars and CUVs, Kia is advancing value to new levels of sophistication by combining European-influenced styling – under the guidance of chief design officer Peter Schreyer – with cutting-edge technologies, premium amenities, affordable pricing and the lowest cost of ownership in the industry. Kia recently joined the exclusive ranks of Interbrand’s “Top 100 Best Global Brands,” and is poised to continue its record-breaking momentum with seven all-new or significantly redesigned vehicles arriving in showrooms in 2013. Over the past decade Kia Motors has invested more than $1.4 billion in the U.S., including the company’s first U.S. assembly plant in West Point, Georgia – Kia Motors Manufacturing Georgina (KMMG) – which is responsible for the creation of more than 11,000 plant and supplier jobs. The success of the U.S.-built* Optima and Sorento in two of the industry’s largest segments has fueled Kia’s growth and is complemented by Kia’s comprehensive lineup which includes the Sportage compact CUV, Soul urban passenger vehicle, Optima Hybrid, Forte compact sedan, 5-door compact hatchback and Forte Koup two-door coupe, Rio and Rio 5-door sub-compacts and Sedona minivan.
About Kia Motors America
Kia Motors America is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 765 dealers throughout the United States and serves as the "Official Automotive Partner" of the NBA and LPGA. In 2012, KMA recorded its best-ever annual sales total and gained U.S. market share for the 18th consecutive year. Kia is poised to continue its momentum and will continue to build the brand through design innovation, quality, value, advanced safety features and new technologies.
Information about Kia Motors America and its full vehicle line-up is available at its website – http://www.kia.com/. For media information, including photography, visit http://www.kiamedia.com/.
* The Sorento and Optima GDI (EX Trims and certain LX Trims only) and GDI Turbo are built in the United States from U.S. and globally sourced parts.
1 2014 Sorento expected to arrive at Kia dealers Q1 of 2013. Sorento SX Limited Q2 of 2013.
2 Based on comparison of 12-month retail sales from November 2007 to November 2012 of all U.S. automotive brands and five-year average sales growth.