Just as Kia did with the redesign Spectra by renaming it “Forte”, the Korean automaker is considering changing the name of all of its models. What’s the reason for the name changes? Kia says that the median age of its U.S. buyers is currently 52 and it is now looking to attract younger customers with a more appealing lineup and name changes.
Kia is looking to name its car with a more fun and hip feeling and the Kia Soul is the first example of a move to attract young buyers.
“We want to leave the old baggage behind,” Michael Sprague, Kia’s vice president of marketing told Automotive News. “A lot of people don’t know who we are anyway. So why not come out with new names like Forte?”
Kia sales were up from 2.1 percent to 3.3 percent in the U.S. market during the first two months of the year. Most of that success is being credited to cash incentives of up to $5,000 on 2008 models. Sprague said that Kia will also beef up it’s advertising to focus more on young buyers.
– By: Omar Rana