Kia Motors America Inc. plans to shift some of its marketing focus to sway used-car shoppers into Kia's new vehicles.
Kia will make the change when it introduces the Sorento sport-utility in September and the face-lifted Optima sedan by November.
"When you look back at when Kia was first introduced in the U.S. (1994), Hyundai was the target and Japanese brands," said Walter Anderson, who became Kia's vice president of marketing last month. "Now we have a target of people looking at pre-owned cars. That fits in with our entry-level buyer."
To support the move, Kia will shift 10 percent of its estimated $200 million advertising budget this year from TV to other media.