Kia Soul: This Or That
Client: Kia Motors of America
Product: Kia Soul
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 the younger car market in the US to be viable, Nissan followed suit, announcing plans to enter the "boxy" segment with the Cube. Nissan's entry made sense; as a brand, they were considered urban, youthful, and edgy (Hall & Partners Brand Tracking Study, Q109) - equity that mattered to younger drivers. Together, Toyota/Scion and Nissan packed considerable punch as two of the top media spenders in automotive, advertising's top spending category.