Content has been reconstructed based on interviews with stakeholders and historical records,
and may include partial dramatization for better understanding.
In the 1990s,
as the U.S. automotive market began its recovery
from the oil shock, Japanese car brands were
rapidly growing and fiercely competing with
American makers.
With a focus on quality and affordable prices,
Japanese manufacturers steadily expanded
their market share, gaining increasing
recognition from consumers.
Amidst this backdrop, however,
Korean car brands, including Kia,
struggled with low recognition and trust.
To American consumers, Kia was simply seen as
another affordable option in a crowded market.
Kia knew that the only way
to turn around its negative image
in the U.S. market was through quality.
With an unrelenting confidence in its quality,
Kia introduced a groundbreaking program—
a 10-year warranty and a 100,000-mile
powertrain guarantee—something
no one else had done before.
This bold initiative sent a strong message
to consumers, demonstrating Kia’s serious
commitment to quality.
To further strengthen its competitiveness,
Kia established a plant in Georgia.
Local production in the U.S. allowed
Kia to build greater trust among American consumers,
reduce logistics costs,
and respond quickly to local trends.
Equipped with cutting-edge facilities,
the Georgia plant became
Kia’s foundation for setting
new standards of quality
in the eyes of American consumers.
View of the Georgia Plant in the U.S.
-2020 Kia Telluride TV Commercial (Super Bowl, U.S.)
As Kia gradually gained recognition
in the U.S. market, it was poised
for another leap forward.
The first springboard came with
the launch of Soul. Its unique design
made Kia a fun and trendy brand
in the eyes of younger consumers.
On the heels of Soul’s legacy,
Telluride became the brand’s true game changer.
During the 2019 Super Bowl,
the most celebrated advertising event in the U.S.,
Kia told the story of Telluride being crafted by
residents of a small town in Georgia,
turning the vehicle into a source of
hometown pride. The ad struck a chord
that deeply resonated within American consumers.
Kia didn’t just provide American consumers
with mobility—it grew into a brand
that understands and captures
the hearts of the American people.
Telluride played a pivotal role in helping Kia establish itself
as a leading brand in the U.S. market.
The demand for Telluride was so high
that even constant expansion of
production facilities couldn’t keep up.
An American dealer described the situation
this way:
“Even after 4 years of continuous production
increases since its launch, we still couldn’t
keep up with the demand.
I’ve never seen anything like this in U.S. automotive history.”
With its outstanding design, spacious interior,
convenient features, and competitive pricing,
Telluride was named North American Car
of the Year in January 2020,
marking a pivotal moment in solidifying Kia’s stature
as a world-class automaker.
In 1994, Kia sold just 12,163 units in the U.S.,
yet it never stopped expanding its presence
in the American market.
A relentless pursuit of innovation and progress
has earned Kia various forms of recognition
over the years.
Sorento was named Best Family SUV of 2011 by
U.S. Consumer Reports, marking the beginning of
Kia’s growing recognition for quality and trust.
Building on this momentum, Kia went on to achieve numerous global accolades, culminating in 2020 when Telluride claimed three of the industry’s major titles—World Car of the Year from the World Car Awards (WCA), Utility Vehicle of the Year from North American Car of the Year (NACTOY), and SUV of the Year from MotorTrend.
In 2023, Kia made history when it topped the J.D. Power Automotive Performance, Execution and Layout (APEAL) Study, earning the highest number of first-place rankings in the industry.1 It was the first time a single brand had secured the top spot in seven different categories. The following year, EV9 was named 2024 North American Utility Vehicle of the Year™, proving Kia’s ongoing leadership in the era of electrification.
Together, these milestones told a bigger story:
that of a brand ready to redefine its identity.
In 2021, Kia took a giant leap forward,
completely overhauling its brand logo and corporate identity.
By changing its name from "Kia Motors"
to simply "Kia" and adopting a new logo
and slogan, Kia signalled its transformation
from a traditional manufacturer into
a sustainable mobility solutions provider.
From a once unfamiliar Asian brand,
Kia has earned the trust of customers worldwide
and grown into mobility provider
spanning all corners of the world.
Yet, Kia’s journey doesn’t end here.
With an aggressive and rapid transition
to electrification outpacing major competitors,
Kia is transforming the future by setting
new standards in global mobility.
