Genius Or Misguided? Kia Striving To Be Young And Adventurous Like Volkswagen

Kia officials want the Korean brand to have a “young-at-heart, adventurous” mainstream identity similar to Germany’s Volkswagen.

Outside the industry, they prefer their brand be thought of in the same sphere as Target and Coach.

Michael Sprague, Kia’s U.S. marketing chief, says hip American discount-retailer Target and leather-goods company Coach, along with social media’s Living Social and computer-maker Apple, are “cool” consumer-lifestyle brands “that have transformed themselves and embraced value.”