Kia's brand road trip from worst to first
Kia Motor Corp. came to the Unites States in 1994 with two cars and a reputation as "a used-car alternative." And, according to Michael Sprague, Chief Operating Officer and Executive Vice President of Kia Motors America, there was a disconnect between the South Korean automobile manufacturer and its intended group of new consumers.
"We started from very humble beginnings … but the quality was not good," he confessed to the Association of National Advertisers' (ANA) 2016 Multicultural Marketing & Diversity Conference. "The design was irrelevant. All we could sell...