Kia Motors America, Inc.: Kia U.S. Launch campaignMariko Fujinaka
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...