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Over the past decade, KIA has had to recall hundreds of thousands of vehicles due to issues such as corroded control arms, loss of steering, faulty brakes, and defective engines, among other problems. Despite a history of manufacturing flaws, KIA has actively worked to shift its image towards being a more premium and dependable car manufacturer.
The transformation of KIA’s reputation began in 2015 when the company formed a partnership with LeBron James. Having driven a K900 for several years, James collaborated with KIA to launch a 2016 model that boasted significant upgrades in technology and design.
“LeBron is challenging perceptions of our brand, and we take great pride in seeing him around Cleveland in a Kia K900,” stated Tim Chaney, KIA’s Vice President of Marketing Communications.
By 2016, KIA claimed the 69th spot on Interbrand’s list of “100 Best Global Brands,” alongside industry leaders like Facebook, Amazon, Nissan, and BMW. Today, the brand’s worth is estimated to exceed $6 billion, representing more than a 6.5-fold increase since 2007.
In addition to high-profile endorsements, KIA has also updated its advertising strategy. Recently, KIA teamed up with Mad Men actress Christina Hendricks for a commercial promoting the 2017 Cadenza, their top-tier luxury sedan. This past September, KIA made its debut at New York Fashion Week, displaying the Cadenza and the new 2018 Stinger at events hosted by celebrities such as Eva Longoria, Rosario Dawson, and Kristin Cavallari.
KIA’s focus on a luxury image extends beyond collaborations; the vehicles themselves have been meticulously redesigned with unique features and cutting-edge technology. Notable recent models include the 2017 KIA Soul Turbo and the 2018 Stinger.
The KIA Soul Turbo is equipped with a 201-horsepower, 1.6-liter engine. This compact, sporty crossover surprises with its spacious interior, accommodating five passengers and offering a generous trunk space. The 2018 model is priced around $28,000 and includes features such as a chrome grille, Apple CarPlay, a telescopic steering column, a heated steering wheel, and an LCD screen meter. Its modern, sleek design draws inspiration from the Scion xB and Nissan Cube.
The 2018 Stinger boasts a power range of up to 365 horsepower, allowing it to outpace the BMW 440i Gran Coupe and the Porsche Panamera RWD V6. With an aircraft-inspired interior dressed in Nappa leather, an elegantly rounded hood, advanced driving and blind-spot detection systems, and Android Auto capabilities, it also features Brembo brakes.
KIA has successfully transformed its brand image and achieved impressive sales figures, selling over 3 million vehicles in 2016. The company also recently inaugurated a new manufacturing plant in Mexico, which is expected to create 10,000 jobs by year’s end. Additionally, the KIA Stinger and the KIA Picanto are in contention for the coveted “Car of the Year” award in Australia next month.
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