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Kia Uses Unique Research to Market New Sportage 2-Door Convertible

27 July 1998

Kia Uses Unique Research to Market New Sportage 2-Door Convertible

    IRVINE, Calif., July 27 -- The marketing of a new vehicle is
fraught with expensive challenges.  How does one reach the proper target
market?  What product attributes will trigger positive responses among the
buying group?  Are pretty pictures of attractive men and women enough to
motivate sales?
    Kia Motors America asked just these kinds of questions when it came time
to assemble its marketing campaign for the all-new Kia Sportage 2-Door
Convertible that debuted nationally this month.  And the answers it got back
were unique, illuminating and, at times, nearly stultifying.
    To gain an insight into the Sportage 2-Door buying group, Kia Motors
America conducted market research to determine the buyer profile: who they
are, how old they are, what their education level is and where they hide their
freshman picture from high school.
    What Kia found was enough to fill a substantial portion of a press
release.  Here are some of the highlights of the study:

    Kia Sportage 2-Door Convertible Target Market
    *  50% male, 50% female
    *  22-34 years old
    *  Median income above $45,000 annually
    *  More than 40% college graduates

    But equally important, if not less so, in modern marketing is an
understanding of potential buyers' attitudes, beliefs and hot buttons, their
so-called psychographics.  In this area the researchers made their most
interesting discoveries.  One or more of the following statements would most
likely apply to at least one or more of the buying group surveyed:

    Kia Sportage 2-Door Convertible Buyers' Attitudes
    *  Believe bowling should be made an Olympic sport
    *  Like the name Dick Trickle, but only when capitalized
    *  Keep their hands in their pockets a lot
    *  Passed their last eye exam without "cramming" for it
    *  Prefer marmalade to toe jam
    *  Believe "light" beer tastes equally good in the dark
    *  Advocate an end to war, pestilence and accordian-playing
    *  Consider only some of their body hair worth shaving

    As to the key question: Are pretty pictures of attractive men and women
enough to motivate sales?  The overwhelming majority of Kia Sportage 2-Door
Convertible intenders answered a resounding YES.  So that's just what we
decided to give them.
    As a bonus, we decided to give them a fun-to-drive, value-filled vehicle.
Included among the advantages of the Kia Sportage 2-Door Convertible are:

    Kia Sportage 2-Door Convertible Product Highlights
    *  Powerful 2-liter 130-horsepower 4-cylinder engine
    *  Room for five passengers
    *  Substantial cargo space (39.4 cubic feet)
    *  Serious off-road capabilities
    *  Full safety features including unique knee airbag

    The manufacturer's suggested retail price for the two-wheel-drive version
of the Sportage, 2-Door Convertible with automatic is $13,995.  MSRP for the
4x4 with manual transmission is $14,495.  The vehicle is currently on sale at
more than 400 Kia dealers nationwide.
    Kia Motors America is the U.S. sales, marketing and service arm of Kia
Motors Corp. in Seoul, South Korea.