Kia Motors America, Inc.: Kia U.S. Launch campaign

When Kia Motors America, Inc., the U.S. arm of South Korean automobile manufacturer Kia Motors Corp., decided to enter the U.S.

Kia Motors America, Inc.: Kia U.S. Launch campaign

Mariko Fujinaka

Overview

When Kia Motors America, Inc., the U.S. arm of South Korean automobile manufacturer Kia Motors Corp., decided to enter the U.S. marketplace in the mid-1990s, it faced what many industry observers considered to be insurmountable challenges. The market was already crowded with numerous established players, U.S. car makers were making a comeback as the strong yen caused prices of Japanese autos to climb, and Americans distrusted Korean-made cars, partially due to Hyundai Motor Co. Ltd.'s emphasis on quantity over quality in the mid-1980s.

Despite the fiercely competitive climate of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands