Automotive News Europe - March 2, 2009 - 22

PAGE 22 · www.autonewseurope.com March 2 , 2009 Latest Launches Kia brings a little Soul from Seoul Small minivan will help change brand’s image from cheap to reliable and progressive John Revill Automotive News Europe ESSEN, Germany Kia is targeting the MTV generation with its boxy Soul small minivan. The Korean brand hopes to win thousands of new, young customers with the car it is promoting though a series of events broadcast on the music cable channel. Although small minivans normally attract young families, Kia will attempt to attract younger buyers who may not necessarily be ready to settle down. “This is a new product with which we want to conquer new customers, urban and modern customers, who have not looked at our brand before,” said Goran Tamm, general manager marketing for Kia Germany. “This is a milestone in our brand-building process.” The Soul is derived from the samenamed concept car that was shown at the Detroit auto show in 2006. The Soul rides on a 2550mm wheelbase and has an overall length of 4105mm. It has a 222-liter cargo capacity. Powertrain offerings are a 124hp, 1.6liter gasoline engine, or a choice of two 1.6-liter diesels, offering either 115hp or 128hp. Kia expects the majority of customers for the car to be between 25 The basics Car: Kia Soul Code-name: AM Launch date: February 2009 Platform: Modified Kia Rio platform Segment: Small minivan Price: €14,950 to €24,750 Competitors: Citroen C3 Picasso, Opel/Vauxhall Meriva Built: Gwangju, Korea Annual production: 136,000 CO2 emissions: 137g/km to 154g/km Who is the target group? Young, or young at heart, urban people between 25 and 44 years old. How will it be marketed? Through sponsorship of MTV Soul Parties and with a giant posters campaign. Kia is also emphasizing how the car can be personalized, and is positioning it as a flexible car that can be used for many different activities. The Kia Soul will target young, urban car buyers seeking versatile transport that lends itself easily to personalization. In Europe, Kia’s marketeers are using the youth television channel MTV as a means of connecting with their target audience. and 44 years old. The automaker is sponsoring a series of Soul Parties on the MTV music channel in Germany in March and April to raise interest. The automaker also hopes that the five-door hatchback’s distinctive looks and ability to be customized will attract customers. A similar formula has been successful with younger buyers for Toyota’s boxy Scion youth brand in the US. Buyers will be able to choose from a lineup of 15 different versions of the Soul, with five equipment levels and a range of option packs. “It is very important that people can individualize the cars themselves, find their own style and put their own personality into the car,” said Tamm at an event here. Although not everyone will choose the tattoo-print exterior, the odd styling touches hopefully will attract interest and bring people into showrooms, he added. Kia hopes to sell about 30,000 units a year in Europe. “We are targeting people who are not conventional, not boring, and want to try new things,” said Tamm. “We are a brand that is changing its image from cheap and value for money, to reliable, modern and proANE gressive.” Kia says the ease with which the Soul can be individualized is a key selling point.

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Automotive News Europe - March 2, 2009

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