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22nd
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I love talking about car manufacturers. To me, they are living, breathing entities that have immense influence on our daily lives from the hundreds of car ads we see every day to our using and living with our favourite mode of transportation.
One of the most “alive” manufacturers over the last few years has been Kia. Because life is not always easy or rosy, we tend to move towards “things” that emit life, fun, and pleasure -- either through appearances or through promises. Kia exudes youth and possibility, two emotions that raise hope and well being.
Too philosophical? I don't think so.
Kia has, for many still, showed up out of nowhere. Almost as if by magic, more and more Kias started showing up on streets across the country; and then 78,000 new Kia cars were purchased in 2012. If we zoom out, off our continent, over 2.7 million units were delivered the same year. This is success.
What about 2013? Kia expects that at least 80,000 new cars will end up in driveways; and worldwide, over 2.75 million deliveries will take place.
In my books, Kia's rise to fame and fortune is explained principally through emotions. We humans are fickle creatures and as our humour changes, we latch on to things we like. These “things” are called trends and, like Starbucks and Whole Foods, Kia is a trending trend.
The genius behind the happiness and go-luckiness of Kia is, obviously, Peter Schreyer. As Kia's star began to rise, so did Mr. Schreyer's; in the process, he actually starred in many commercials for the brand.
He's managed to tap into our psyche and create what could be considered desirable pieces of art that appeal to young and old alike, and they've been made affordable. This is pure genius.
Schreyer joined Kia in July of 2006, and has not missed a beat since. Get this: it ain't over. Between now and 2017, 47 new or upgraded models (including the next Sportage) will find their way from drawing board to auto show floor to showroom floor.
And surprise of surprises, brand loyalty is strong with Kia owners. Why would it not be? If the company and Schreyer keep giving consumers what they want, they will keep coming back for more.
The fire within also has to do with passion, and the brand has much of that as well. Although their latest offering, the 2014 Rondo, did not blow me away, I've no doubt the pipeline is stocked to capacity with fantastic product to come.
One of the most “alive” manufacturers over the last few years has been Kia. Because life is not always easy or rosy, we tend to move towards “things” that emit life, fun, and pleasure -- either through appearances or through promises. Kia exudes youth and possibility, two emotions that raise hope and well being.
Too philosophical? I don't think so.
Kia has, for many still, showed up out of nowhere. Almost as if by magic, more and more Kias started showing up on streets across the country; and then 78,000 new Kia cars were purchased in 2012. If we zoom out, off our continent, over 2.7 million units were delivered the same year. This is success.
What about 2013? Kia expects that at least 80,000 new cars will end up in driveways; and worldwide, over 2.75 million deliveries will take place.
In my books, Kia's rise to fame and fortune is explained principally through emotions. We humans are fickle creatures and as our humour changes, we latch on to things we like. These “things” are called trends and, like Starbucks and Whole Foods, Kia is a trending trend.
The genius behind the happiness and go-luckiness of Kia is, obviously, Peter Schreyer. As Kia's star began to rise, so did Mr. Schreyer's; in the process, he actually starred in many commercials for the brand.
He's managed to tap into our psyche and create what could be considered desirable pieces of art that appeal to young and old alike, and they've been made affordable. This is pure genius.
Schreyer joined Kia in July of 2006, and has not missed a beat since. Get this: it ain't over. Between now and 2017, 47 new or upgraded models (including the next Sportage) will find their way from drawing board to auto show floor to showroom floor.
And surprise of surprises, brand loyalty is strong with Kia owners. Why would it not be? If the company and Schreyer keep giving consumers what they want, they will keep coming back for more.
The fire within also has to do with passion, and the brand has much of that as well. Although their latest offering, the 2014 Rondo, did not blow me away, I've no doubt the pipeline is stocked to capacity with fantastic product to come.
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| Photo: Mathieu St-Pierre |