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