** Courtesy of "Managed Speed"
** Courtesy of "Managed Speed"
Kia returns to the big game for the third straight year with a fully integrated marketing campaign incorporating TV, cinema, digital, print, social media and in-dealership components. In a Super Bowl advertising first, the complete “Drive the Dream” ad will premiere on February 2 on more than 18,000 movie screens nationwide in National CineMedia’s FirstLook pre-show program before airing in the game. Kia also will run 15-second teaser ads featuring Adriana Lima on TV and in cinema beginning on January 27, while also leveraging the Twitter and Facebook channels of the spot's celebrity cast. A special expanded version of the ad will be available at YouTube.com/Kia beginning on February 2.
“With more than 100 million people watching the Super Bowl broadcast and millions more viewing content online around the world, Kia will once again deliver a memorable, one-of-a-kind campaign that entertains people before, during and after the game and leaves them wanting to see the Optima Limited fantasy again and again,” said Michael Sprague, vice president, marketing & communications, KMA. “We selected an eclectic group of celebrities and personalities for ‘Drive the Dream’ to enable us to tap into a diverse body of fan bases and leverage each talent’s expansive social media footprint.”
Created by David&Goliath, “Drive the Dream” opens with the familiar notes of The Chordettes’ “Mr. Sandman” as a real-life Mr. Sandman enters the bedroom of an unsuspecting young couple who are asleep. After being sprinkled with “Sweet Dreams” dust, the woman smiles and envisions herself on a horse with a romance novel-like hunk in a beautiful green meadow. Meanwhile, Mr. Sandman accidentally stumbles and spills his entire night’s dust supply on the man, launching an extreme dream sequence that begins with the roaring guitars of Mötley Crüe’s “Kickstart My Heart” and Adriana Lima waving a checkered flag as he blasts around a race track at night in a Snow White Pearl Optima Limited with thousands of bikini-clad fans cheering him on from the stands.
As he circles the track with Lima looking on adoringly, the dreaming driver receives nods of approval from the band as bursts of flames and fireworks surround their stage as well as Chuck Liddell, champion bull rider Judd Leffew, and a pair of lumberjacks sawing a massive submarine sandwich.
“Mötley Crüe had a blast doing the Kia commercial,” said bassist Nikki Sixx. “A hot model, a fast car, a pro fighter, pyrotechnics and rock n' roll...What's not to love?”
Much to the disbelief of Lima and drummer Tommy Lee, the high-octane dream turns into a fairy tale when the husband makes a conscious decision to drive the Optima Limited off the race track and into his wife’s fantasy to win her back from Prince Charming.
“After working with Kia for the Super Bowl last year I was drawn to work with the fast-growing brand again by the idea of exploring people’s ultimate fantasies in a fun and lighthearted way, and I am certain we have created a spot people will be talking about after the game,” said director, Noam Murro.
As part of the “Drive the Dream” campaign, beginning on Thursday, February 2 consumers can download a $25 pre-paid test drive voucher1 at Kia.com that is redeemable after eligible consumers visit a Kia dealership and complete a test drive of any Optima model.
New for 20122, the Optima Limited adds a new level refinement to the premium technology, convenience and performance features found on Kia’s award-winning turbocharged Optima SX. In addition to head-turning design, class-leading horsepower and fuel efficiency and a class-exclusive panoramic sunroof, the Optima Limited offers elegant touches that modern drivers would expect to find in the car of their dreams, such as: unique design 18-inch wheels, high-grade Nappa leather seating, LED accent lights, chrome exterior accents and sporty red brake calipers.
Kia Motors is the one of the world’s fastest moving global automotive brands; from 2009-2011 Kia launched more new vehicles in the U.S. than any other automaker, and under the guidance of chief design officer Peter Schreyer earned a reputation as an industry leader in automotive styling. Kia Motors America’s full line of fuel-efficient and fun-to-drive cars and CUVs has earned critical acclaim and dramatically increased consumer awareness, perception and consideration for the brand. In 2011, KMA recorded its 17th consecutive year of market share growth, thanks in part to the largest increase of any major brand in perceived quality3 and the industry’s highest brand loyalty ranking4. Kia’s U.S.-based manufacturing facility in West Point, Georgia – KMMG – is responsible for the creation of more than 10,000 plant and supplier jobs and builds the company’s two best-selling vehicles in the U.S. – the Sorento CUV and Optima midsize sedan5. Kia’s value and technology-laden 2012 model year lineup also includes the Sportage compact CUV, Soul urban passenger vehicle, Optima Hybrid, Forte compact sedan, Forte 5-door compact hatchback, Forte Koup two-door coupe, all-new Rio and Rio 5-door sub-compacts and Sedona minivan.
** Courtesy of Kia Media
** Courtesy of Auto News
Kia's U.S. sales have increased 78 percent since 2008 and the company's unprecedented growth is the direct result of expanded brand visibility through high-profile partnerships, including involvement on- and off-the-court in professional basketball. Kia is currently in its fifth year as the Official Automotive Partner of the NBA, which is the brand's largest U.S. sports marketing initiative. After he leaped over an Optima midsize sedan to become the 2011 Sprite Slam Dunk Contest champion, NBA All-Star Blake Griffin became a global brand ambassador for Kia. The brand also serves as the Official Automotive Partner of NBA All-Star, title partner of the Kia NBA Performance Awards, and an Official Automotive Partner of NBA Cares. Kia also is the title sponsor of ESPN's "Kia NBA Countdown."
"Kia's involvement with the NBA and nearly half of the league's teams has driven dramatically increased consumer awareness, perception and consideration for the brand and was a major factor in our best-ever sales total in 2011," said Michael Sprague, vice president of marketing & communications, KMA. "All of our team partnerships leverage the excitement of the game and increase Kia's interaction with the passionate fan bases in each market, and we are proud to add the Golden State Warriors to our roster and establish a relationship with Bay Area basketball fans."
Kia's 13 NBA team designations are as follows:
Kia's growing roster of sports initiatives includes basketball, women's professional golf and motorsports and is designed to increase brand awareness among a new and more affluent group of consumers. Michelle Wie is the brand's official golf ambassador and Kia was recently named the Official Automotive Partner of the LPGA in addition to its role as title sponsor of the annual Kia Classic tournament in Southern California. In just its second year, Kia's U.S. racing program captured the company's first-ever championships in the GRAND-AM Continental Tire Sports Car Challenge, and it will expand to include the Pirelli World Challenge in 2012. With several key initiatives planned for 2012, Kia Motors is poised to continue driving increased consumer interest and expanding its brand presence with new and enhanced partnerships while continuing to deliver world-class design, cutting-edge technology, modern conveniences and amenities, and outstanding safety features in all its vehicles.
** Courtesy of Kia Media
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Adding another feather to its cap, Kia Motors America's (KMA) all-new 2012 Rio 5-door has been named one of the top five cars of the year by FAMA's "Mujeres Al Volante." FAMA is a leading modern lifestyle magazine in Spanish, and the Mujeres Al Volante awards honor vehicles that meet the priorities of U.S. Hispanic women when considering a new vehicle. The Rio 5-door was recognized for its long list of standard safety features, modern amenities, outstanding fuel economy, strong family appeal and world-class design.

"The 'Subcompact of the Year' award for the all-new Rio 5-door from Mujeres Al Volante is the latest example of the impact the Kia brand is having in the U.S. market with unprecedented growth and an exciting lineup of vehicles that deliver cutting-edge technology, eye-catching design and class-leading fuel economy," said Michael Sprague, vice president of marketing & communications, KMA. "Kia is one of the fastest growing car companies in the U.S.3, and vehicles such as the Rio 5-door continue to raise awareness, perception and consideration for the brand by attracting new, style-conscious consumers to our showrooms."
The Rio 5-door's innovative green technology and features also impressed the Mujeres Al Volante editors. In addition to being the first in the segment to offer the fuel-saving Idle Stop and Go (ISG) technology (available later this year), the Rio 5-door's seat foam material is made from 100-percent biodegradable and non-toxic castor oil, which reduces the use of petroleum-based products. At the end of its lifespan, 85 percent of the all-new Rio's materials are recyclable.
"The Rio 5-door has exceeded our expectations, and we think it's in the top of its class when it comes to appealing to Hispanic women," said Ileana Muniz, editor-in-chief of FAMA's Autos Mujeres Al Volante. "On top of its outstanding design, the Rio 5-door handles well and is environmentally friendly with 40 MPG and ISG technology."
About the 2012 Rio
Available in three trims – LX, EX and SX – the eco-friendly 2012 Rio is available with a 1.6-liter Gasoline Direct Injection (GDI) four-cylinder with the option of either a six-speed manual transmission (LX only) or efficient six-speed automatic. One of only two vehicles in the segment to offer a GDI engine, the 2012 Rio provides an inviting combination of power and fuel efficiency, achieving standard class-leading 138 horsepower4 while maintaining a standard class-leading5 fuel economy rating of 30/40 mpg (city/highway).
** Courtesy of Kia Media
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** Courtesy of Edmunds Inside Line Straightline
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"Since its introduction, the Optima has been attracting new customers to the brand with the right balance of performance, modern amenities and fuel economy that consumers are looking for," said Michael Sprague, vice president of marketing and communications, KMA. "The mid-size sedan segment is more competitive than ever, and Autobytel's recognition of the Optima continues to keep Kia's momentum going into 2012."
Autobytel is an automotive research website providing consumers with the information they need to purchase new and used cars. Over their 75 years of combined experience, Autobytel editors have driven hundreds of vehicles and have chosen the 2012 Sedan of the Year based on the Optima's game-changing market potential, advances in design and overall performance and efficiency options.
About the 2012 Optima
The 2012 Kia Optima stands apart from the crowd with its head-turning design, fun-to-drive performance, modern amenities and long list of standard safety features. Kia's second U.S.-built1 vehicle offers drivers cutting-edge technologies, including a standard eight-speaker Infinity®2 audio system, HD Radio™3, and Kia's UVO powered by Microsoft®4 voice-activated infotainment and communications system with a starting MSRP of $19,5005.
Kia's Unprecedented Growth
Kia Motors is the one of the world's fastest moving global automotive brands; from 2009-2011 Kia launched more new vehicles in the U.S. than any other automaker, and under the guidance of chief design officer Peter Schreyer earned a reputation as an industry leader in automotive styling. Kia Motors America's full line of fuel-efficient and fun-to-drive cars and CUVs has earned critical acclaim and dramatically increased consumer awareness, perception and consideration for the brand. In 2011, KMA recorded its 17th consecutive year of market share growth, thanks in part to the largest increase of any major brand in perceived quality6 and the industry's highest brand loyalty ranking7. Kia's U.S.-based manufacturing facility in West Point, Georgia – KMMG – is responsible for the creation of more than 10,000 plant and supplier jobs and builds the company's two best-selling vehicles in the U.S. – the Sorento CUV and Optima midsize sedan8. Kia's value and technology-laden 2012 model year lineup also includes the Sportage compact CUV, Soul urban passenger vehicle, Optima Hybrid, Forte compact sedan, Forte 5-door compact hatchback, Forte Koup two-door coupe, all-new Rio and Rio 5-door sub-compacts and Sedona minivan.
** Courtesy of Kia Media
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Kia is saying that the introduction of the GT will not be a one off model but will be followed possibly by a two-door coupe and even a station wagon thus adding a new family of vehicles to the already growing brands ranks. The GT shown at the Frankfurt show was presented with a 390 horsepower turbocharged V6 which seems like part of the ploy to convert a few Audi and BMW owners over to the Korean brand. Kia wants to present the GT as a cheaper alternative to those interested in buying a luxury car at a cheaper than luxury price.
Peter Schreyer, Chief designer for Kia has even hinted that he would like to design a budget sports car for the brand that would compete with the Mazda MX-5. Although the general direction of the company as of late would suggest that this could be a reality, there is nothing concrete to say that it is.
** Courtesy of AutoGuide.com