I think it can be said that anyone who
appreciates quality auto marketing was impressed with Kia's 2013
emergence into the luxury market.
In this past year, we saw a series of national spots for Kia's 2013 luxury sedan, the Cadenza. The spots involved a woman driving a sleek, black Cadenza at night. As she traverses the avenues of what we can only assume to be New York City, we as consumers have a hard time associating this implied opulence with Kia.
Kia really is the "girl you didn't notice in high school" as they say in the Cadenza spot.
With the emergence of one upper class sedan in 2013, Kia plans to launch another in the 2015 K900. There are already questions according to Media Post's Carl Greenberg if whether or not consumers will be swayed by the $50,000 price tag. Greenberg poses the ultimate question, "will people take the brand seriously?"
Another example of a "lower end" brand taking a stab at the upper end consumer is Hyundai. In 2009 Kia’s sister manufacturer released its answer the lower end luxury questions, the Equus. As a consumer, my first thought was "Hyundai competing with Lexus, Mercedes and BMW?" According to a March 27 article from Autoblog, "the Equus is the number one shopped premium luxury Sedan."
This statistic came directly from a Hyundai press release on the heels of the 2014 Equus unveiling at the 2013 New York Auto Show.
If Hyundai can do it, then why not Kia?
On the surface, the K900 appears to be an ambitious effort. However, Kia's marketing team is optimistic. The brand "has always been willing to challenge the status quo" says Executive VP of Marketing Michael Sprague in Greenberg's article. "We are making our boldest statement yet and redefining what the Kia brand stands for with the K900," added Sprague.
A bold statement will need some solid advertising. Kia has chosen Santa Monica based David and Goliath to produce a Super Bowl spot for the K900. Greenberg previews the spot in his article and the creative asserts "that luxury and tradition" are what truly make a brand.
I believe that Kia disagrees with this. The K900 perfectly represents this. Kia will focus on the car itself and not the tradition. With all new social media features as well as newly updated tech elements, the K900 marks a truly revolutionary step in blurring the lines of what makes a vehicle a luxury.
*Click below link to See K900 preview
http://www.autoevolution.com/news/kia-s-k900-flagship-makes-commercial-debut-video-73935.html
-Drew Landon
In this past year, we saw a series of national spots for Kia's 2013 luxury sedan, the Cadenza. The spots involved a woman driving a sleek, black Cadenza at night. As she traverses the avenues of what we can only assume to be New York City, we as consumers have a hard time associating this implied opulence with Kia.
Kia really is the "girl you didn't notice in high school" as they say in the Cadenza spot.
With the emergence of one upper class sedan in 2013, Kia plans to launch another in the 2015 K900. There are already questions according to Media Post's Carl Greenberg if whether or not consumers will be swayed by the $50,000 price tag. Greenberg poses the ultimate question, "will people take the brand seriously?"
Another example of a "lower end" brand taking a stab at the upper end consumer is Hyundai. In 2009 Kia’s sister manufacturer released its answer the lower end luxury questions, the Equus. As a consumer, my first thought was "Hyundai competing with Lexus, Mercedes and BMW?" According to a March 27 article from Autoblog, "the Equus is the number one shopped premium luxury Sedan."
This statistic came directly from a Hyundai press release on the heels of the 2014 Equus unveiling at the 2013 New York Auto Show.
If Hyundai can do it, then why not Kia?
On the surface, the K900 appears to be an ambitious effort. However, Kia's marketing team is optimistic. The brand "has always been willing to challenge the status quo" says Executive VP of Marketing Michael Sprague in Greenberg's article. "We are making our boldest statement yet and redefining what the Kia brand stands for with the K900," added Sprague.
A bold statement will need some solid advertising. Kia has chosen Santa Monica based David and Goliath to produce a Super Bowl spot for the K900. Greenberg previews the spot in his article and the creative asserts "that luxury and tradition" are what truly make a brand.
I believe that Kia disagrees with this. The K900 perfectly represents this. Kia will focus on the car itself and not the tradition. With all new social media features as well as newly updated tech elements, the K900 marks a truly revolutionary step in blurring the lines of what makes a vehicle a luxury.
*Click below link to See K900 preview
http://www.autoevolution.com/news/kia-s-k900-flagship-makes-commercial-debut-video-73935.html
-Drew Landon