Kia is South Korea's oldest car company, founded in 1944. It began producing vehicles in partnership with Ford in 1986 and established operations in the US in 1992. Known initially for more affordable vehicles, Kia has emphasized design since 2006 in an effort to appeal to more customers. Scion is a Toyota brand launched in 2002 to appeal specifically to Generation Y consumers. Its initial models included the xA, xB, and tC. Scion uses a simplified purchasing process and relied on guerrilla marketing. Its "Pure Price" approach aims to provide transparency in pricing. The document provides background information on the origins and brand strategies of Kia and Scion, including their focuses on design for Kia

1. vs
Brand Strategy – Wilson Liu

2. Kia
• According to Kia Motors, the name "Kia" derives from the Sino-Korean words ki ("to come
out") and a (which stands for Asia), it is roughly translated as "arise or come up out of Asia"
or "rising out of Asia"
• South Korea's oldest car company, Kia was founded on June 9, 1944 as a manufacturer of
steel tubing and bicycle parts by hand – and has operated as one of the country's Chaebols
since.
• Starting in 1986, in partnership with Ford, Kia produced several Mazda derived vehicles for
both domestic sales in South Korea into other countries.
• In 1992, Kia Motors America was incorporated in the United States. The first Kia-branded
vehicles in the United States were sold from four dealerships in Portland, Oregon in February
1994.
• Beginning in 2006 Kia identified design as its "core future growth engine" – leading to the
2006 hiring of Peter Schreyer as Chief Design Officer. Schreyer had previously worked at Audi
(designing the Audi TT) and Volkswagen and had won the Design Award of the Federal
Republic of Germany.

3. Scion
• Scion is a brand of vehicles produced by Toyota Motor Corporation for the North American
market.
• Founded in 2002, Scion's long-term goal is to appeal to Generation Y consumers. The first
Scion models, the xA hatchback and xB wagon, went on sale in California in 2003, followed by
a sports coupe, the tC, and a nationwide U.S. launch in 2004. A successor to the xA, the xD,
premiered in 2008, and Scion expanded to Canada in 2010.
• The Scion lineup uses a one-trim, simplified purchase process,[2] and the marque has relied
upon guerrilla and viral marketing techniques.
• Scion uses sales tools such as "Pure Price" and monospec trim levels with a wide selection of
factory and TRD accessories. Extensive market research and testing with Generation Y
consumers formed the basis of the Scion badge.
• "Pure Price" means that the price posted, whether on the vehicle, in an advertisement, or on
a menu display board in the dealership, is the price customers will pay. Pure Price is designed
to ensure a shorter and simpler process, eliminating all negotiation. The concept aims to be
open and consistent to all customers.

5. http://www.youtube.com/watch_popup?v=1TZxw9wMdUI&vq=medium
http://www.youtube.com/watch_popup?v=HQCDE_r_wg&vq=medium#t=60
http://www.youtube.com/watch_popup?v=TyqD4AtkM9A&vq=medium
http://www.youtube.com/watch_popup?v=Oz_AhAN0s4E&vq=medium#t=17

6. • The incredibly popular Kia hamsters scored big in the 2011 Nielsen Automotive Advertising
Award. The automaker’s latest campaign, which put the soul in the Kia Soul, was named Ad
of the Year at a New York Auto Show news conference.
• In fact, automotive makers spent $8 billion on advertising, the most of any industry in the
U.S. last year, according to Nielsen. And Kia is not one of the biggest spenders, Hirsch said.
• In 2009, Kia's sales were close to 10% higher, a bump the company partly attributed to sales
of the Soul. Whether or not those hamsters helped is hard to determine.

9. http://www.youtube.com/watch_popup?v=S1ucNP74HV0&vq=small#t=17
http://www.youtube.com/watch_popup?v=nEdSglFfooY&vq=medium#t=56
http://www.youtube.com/watch_popup?v=Pv0SN3CMeGI&vq=medium#t=32
http://www.youtube.com/watch_popup?v=Sa1XbhJDN8k&vq=medium

10. With only 29,672 units sold through 2010,
As the graph above proves, a popular tC model alone is theoretically
capable of doubling Scion’s 2010 sales levels… as long as it’s as popular
as its predecessor. On the other hand, Scion now has a lot more
competition than it once did, from models like the Honda CR-Z, Nissan’s
Cube and Kia’s Soul.

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