All-new Kia Soul
“Young people are crazy about smartphones, but older people also use them."
Michael Sprague, Executive Vice President (EVP) of Marketing and Communications at Kia Motors America (KMA) was confident that the all-new Soul, debuted for the US market in October, will be well-received by all age groups even though the model mainly targets young consumers.
“The 2013 Nissan CUBE or the 2013 Scion xB cannot compete with the all-new 2014 Kia Soul. Our new model is the best among compact multi-purpose vehicles,” said the vice president at the media launch of the all-new 2014 Soul, held in Minneapolis, Minnesota on October 2 (local time).
Sprague worked in Arthur Andersen & Co., Mazda Motor Corporation in Japan, and Ford Motor Company. Since joining Kia Motors America in 2008, he has been in charge of all aspects of the marketing department, including brand marketing, advertising, retail marketing, sponsorships, CRM, corporate planning, and public relations. In 2009-2011, he oversaw nine new vehicle launches.
The vice president is widely regarded as the driving force behind Kia’s rapidly-growing popularity among young customers, with its innovative and dynamic image in the US market.
Sprague commented, “The new model is aimed mostly at those in their 20s who like cool designs and cutting-edge technology. But we also target older customers, who like anything that young and dynamic. Even older folks like safe, comfortable, high-performance cars."
At the media event, he did not hide his expectations for the all-new Soul, for it is bigger in size, with a more innovative design and higher performance.