Buying a compact should never be a compromise
Challenge
On the occasion of their twentieth year in Canada, vehicle sales for Kia had started to flatten out. Even worse, Kia was set to launch a completely redesigned vehicle, the Kia Forte, into the rapidly-declining compact car segment.
Solution
Our solution was simple: position the Forte’s styling, driving dynamics and innovative high-tech features against the segment’s often “ho-hum” reality. In other words, we set out to tell consumers that choosing the compact Forte will never feel like a compromise. We didn’t have to compromise with the results either.
Results
The Kia Forte experienced a 21% increase in market share – reaching an all-time high at the end of 2019.
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