Kia Use Some Soul To Get Cool
Kia has traditionally been associated with "cheap cars" that often lack in quality and it seems that they are taking small steps to try and move away from this image.
Kia cars have never really been seen as being "cool" either - which is something they are trying to encompass with their latest offering - the new Kia Soul.
The Kia Soul brings to the market an innovative new design which will certainly stand out on the roads. Kia are also trying to attract younger buyers to purchase their new Soul as well. Traditionally the Japanese auto manufacturer has attracted an older audience with models such as the Sedona, but now they are trying to change that.
The new Soul is certainly "modern" when it comes to its looks anyway - if not its audience. It is unlike most vehicles on the road and would be classed as a mini MPV. The advantage of this is that it offers you an elevated driving position which increases your safety - but is shorter in length so it is easier to park and drive!
Kia will soon be launching a huge new advertising campaign to drive up sales of the Soul amongst younger drivers. The television adverts are set to feature hamsters moving around the streets in their hamster wheels, then along comes a 'happy' hamster driving a Kia Soul. The idea is to make you want to be the "cool" hamster. It is much like the "cool"dog in the VW Polo ad - only time will tell if it has the desired effect.
The tagline for the new car reads, "Soul - a new way to roll" which also signifies Kia's intent to target the younger, cooler audience.
The Kia comes in a range of vibrant colours which are also intended to attract a younger crowd. With the majority of young people wanting a hot-hatch or something that is sportier, Kia will have a tough job on their hands with the "original-looking" Soul.
The interior is up-to-date featuring air con, central locking, electric windows and a CD player with MP3 compatibility - so the cabin certainly caters for various motoring needs.
The Kia Soul is also practical as the back seats fold down to increase the boot space - but the younger audience won't be that concerned about space, it is something that will be more sought-after amongst the older car buyer.
Only time will tell if the new Kia Soul appeals to its target audience - and whether the hamster advert has the desired effect.
About the Author:
Tony is an online marketer and researcher currently researching new Kia and the Kia cars
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