KIA shares the same drivEtrain and warranty as Hyundai and the 2013 Optima was awarded "international car of the year" so...

WHY IS HYUNDAI, WHICH IS NEARLY IDENTICAL UNDER THE HOOD, RANKED SIGNIFICANTLY HIGHER IN CONSUMER BRAND PERCEPTION?

Node

Node is a service system which connects in-town neighborhoods with KIA dealerships. The Node kiosk provides a tangible touchpoint to draw attention to the brand within vibrant urban neighborhoods. Users can enjoy the neighborhood or shopping center amenities while using the Node system to access automotive services including vehicle maintenance, test drives, and product information. Node provides convenience for users who are servicing their vehicles and exposes consumers to the brand in a low stakes shopping environment.

Features

realtime tracking via mobile app
Skype calls with dealership staff
basic vehicle maintenance
fleet information/marketing
complimentary test drives

Understanding the Brand

To better understand the perception of the KIA motors brand, extensive research was conducted into the history of the company, the evolution of brand image, and the design language of KIA's products.

50 Years of Distruption

Brand Identity Crisis

Disruption in the early years of the company is reflected in the company's vast array of products, bland design language, and inconsistent brand mark.

Bankruptcy

For 50 years, KIA motors struggled to maintain a brand identity as it produced a disparate assortment of bicycles, trucks, motorcycles, and cars. In 1997, three years after entering the U.S. market, KIA Motors declares bankruptcy galvanizing the company as being known for cheap, low-quality vehicles.

After being acquired by Hyundai that same year, the companies began sharing power trains with an industry best 10-year warranty. While this made the two companies' vehicles virtually identical under the hood, KIA's still lacked a distinctive design language. Under the direction of Peter Schreyer, KIA invested heavily in design and transformed the company.

Awards

Since 2012, KIA has won more prestigious, Reddot Design Awards than some of the largest and most well respected brands in the world including BMW, Volkswagen, and Mercedes. The 2013 Optima was voted "international car of the year," but consumer perception of the brand greatly lags even it's twin, Hyundai, which was ranked 17th on top 50 consumer automotive brands.

Brand Misperception

Ethnographic research including consumer interviews confirmed that many consumers view KIAs as low quality and cheap. This perception often prevents these consumers from considering KIA in their purchase decision.

“I JUST FIGURED THEY WEREN’T WORTH BUYING”

— Luke J.

“KIAS ARE SHIT.”

— Sarah M.

Persona Development

Shifting Demographics

A new generation is beginning to shape the automotive industry with its unique attitude towards car ownership and desire for product features and value. Millennials are a growing segment with $200 million in spending power.

Millennials, Urbanization, & Multimodal Living

In a 2013 report, the U.S. Department of Transportation described millennial consumers as preferring a "multimodal lifestyle" that includes walking, cycling, public transit, and driving. As a result millennials tend to prefer urban areas that enable multimodal transportation. These consumers desire products and services that offer immense value through feature and ease-of-use.