KIA is thrilled at the news that their new flagship sedan, the K900, has won Road & Travel Magazine's coveted International Car of the Year Award (ICOTY). This win caps off an amazing run for the automaker, with this marking the third year in a row they have secured this esteemed automotive prize. Since KIA's launch into the US auto market about 20 years ago, it has primarily been known as a car company for the budget-minded. The K900 has introduced the brand to a whole new level of luxury shoppers who may have never previously considered owning a KIA.
The 2015 KIA K900 was heavily advertised ahead of its arrival in the US market auto market with an impressive advertising campaign in which LeBron James is shown getting out of the vehicle to step out onto a red carpet. Image is as important as the reality of a car's luxury features in this automotive market segment. Luxury buyers want to feel that they are buying a car that shows they are coming up in the world or that they have already arrived. Our cars project our status to everyone we pull up to in them. Nothing says “status” about a car like getting out of that car onto a red carpet.
Those at Road & Travel Magazine in charge of bestowing this award emphasize that it is not about horsepower or traction or any other particular technical feature. It is about the emotional connection we have with cars and what we feel they say about us and where we are in life. Both the advertising for and the impressive feature-laden reality of the K900 upon its actual arrival, have created a buzz about this car. An emotionally charged excitement that fills the air that causes a passerby to ask, “Is that the new K900”? This is the kind of emotional attachment to a vehicle that propels it to the top of the list to be considered for the ICOTY award.
With their K900, many would argue that KIA has completed their lineup of automotive offerings. Long time luxury staple BMW was one of the makes that this car was running against for this award. This only further reinforces how far this car maker has come since its introduction into the US car market a scant 20 years ago. The car company now has something to offer every car purchaser. From the budget and mileage conscious looking for an inexpensive compact car to those who may have previously only been looking at BMW, Mercedes or Lexus, their offerings now cover the socioeconomic gamut.
In 2012 it was the KIA Optima that secured the International car of the year award and in 2013 it was the Cadenza. “This is a first in ICOTY’s 19-year history,” says founder Courtney Caldwell, “that one automaker has won the award for three consecutive years.”
KIA's re-branding success does seem remarkable. When Toyota ventured into the luxury market, they created a new nameplate, Lexus. Nissan did the same with their Infinity brand to set their luxury line apart from their standard vehicle line. By keeping their entire line up under one vehicle make, KIA seems to be announcing that they alone offer something for everyone, whatever their budget or socioeconomic status. It may have been a risky way to expand the public perception of their brand, but it looks like this ambitious automaker may be pulling it off. If they keep raking in the awards from the automotive press, this will certainly give them plenty of free advertising to continue raising their image among car buyers. Their recent successes will only continue to propel them up the list of the top automakers in the world in terms of world-wide sales. With their slick advertising and impressive auto offerings at equally impressive price points, consumers and the automotive press will enjoy being along for the ride.
Keyes Kia of Valencia in Los Angeles is your full-service Kia dealership, providing new and pre-owned Kia cars, trucks, and sport utility vehicles. Our factory-trained service technicians will keep your vehicle running at peak performance. If you are searching for Kia dealers in Los Angeles using the keywords Los Angeles Kia or Los Angeles area Kia dealers, visit us at Kiaofvalencia.com today!