Kia Soul: This Or That

Kia Motors of America announced plans to enter the "boxy" segment of the automotive industry in November 2008, where the major players were Toyota's Scion and Nissan's xB.

Kia Soul: This Or That

Agency: David&GoliathClient: Kia Motors of AmericaProduct: Kia Soul

Objectives

In 2003, the car industry's Goliath, Toyota, created Scion, a new brand conceived specifically for the market of under-30 drivers. Scion's flagship vehicle, the xB, was unique, boxy, and totally customizable, and it captured a 20-something audience at a time when personalization was the prevalent consumer trend. Led by xB, Scion became the brand of the youngest drivers in America (GfK Auto. Intelligence). It was Toyota's case study in success: create a category, then rule it.

As Scion proved...

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