Kia is taking the next step
Tom Dougherty, CEO – Stealing Share
30 October 2013
We now take Kia, a Korean automaker, seriously
Some years ago, when Kia was first making inroads into the American car market, it seemed laughable that consumers could take a Korean automaker seriously.
But something changed since Kia dealerships sprouted up in the US in 1995. It has become a serious player among automakers, increasing market share each year of the last decade and overcoming Chrysler and Mazda.
“Its theme of “The Power to Surprise” is a direct answer to that hurdle, saying you’ll be surprised by what you see because of your misperceptions.”
Now Kia is introducing the Kia K900, a luxury sedan that aims to take on the likes of BMW, Audi and Mercedes-Benz. My, how the brand has grown.
It addressed the hurdles head on. Its theme of “The Power to Surprise” is a direct answer to that hurdle, saying you’ll be surprised by what you see because of your misperceptions. To date, that has translated into cars and SUVs that meet market expectations.
Now comes the K900, which is a whole ‘nother matter. You’d think it wouldn’t have brand permission to sell a luxury car, and you might be right. But Kia has already shown it can overcome permission hurdles, so I’m not counting the automaker out.
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