Kia Motors America Inc. will launch new TV spots in April, the first created by its new ad agency, David & Goliath. The ads will promote Kia's new Spectra.
'Wait till you see the spots,' Terry Peterson, chairman of the Kia dealer council, said in an interview after the Kia make meeting at the NADA convention. 'They're catchy and cute.'
Peterson said dealers also saw new product at the meeting. Vehicles on display included the new small sedan called the Rio, plus a new five-door fastback sedan, the new Sedona minivan due out in 2001 and two new Sportage sport-utilities.
A Limited Edition Sportage is scheduled to be introduced later this year, and a V-6 model with an extended body in 2001. The Limited Edition Sportage package will include sportier trim and interior styling. Peterson said Kia is hoping to increase Sportage sales 35 percent in 2000 over 1999 figures.
Also coming in 2000 is a new mid-sized sedan, said Dick Macedo, Kia Motors America senior vice president. The yet-to-be-named model, which was not on display, is due in November. It will be built on Hyundai's Sonata platform but will have unique styling. Hyundai bought Kia in 1999.
The wealth of new products will boost ad spending, Macedo said. He gave no figures, but said 2000 spending will top 1999 by about 25 to 35 percent. Dealers also will see more money for local advertising, he said.
Macedo said Kia's U.S. sales target for all 2000 models is 160,000 vehicles, up from 1999 sales of 135,000. Kia also is looking to add 35 more dealers for a total of 605.