Kia Motors of America: Kia NiroBot

Kia, a car brand, used AI technology to produce a chatbot that provides its customers in the US with useful knowledge about its hybrid/electric vehicles.

Campaign details

Brand: Kia CarsLead agency: AnsibleRegion: North America

Objectives

Kia needed a larger foothold in the hybrid/electric auto segment. In 2016 they had a 1% market share selling only 1728 Soul EVs out of 144,455 hybrid/electric cars sold in the USA. This trailed their overall 2016 market share of 3.7% across all vehicles.

Having a strong presence in the hybrid/electric segment is critical for future business success as this is the fastest growing auto segment and it's important strategically due to the halo-effect it has on brand perceptions across the portfolio (lifting Kia's association...

WARC subscribers can sign in to keep reading

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