Now it’s Kia’s turn, as the Korean car manufacturer has its first Times Square billboard. This is a part of the launch campaign of Kia’s Sorento SUV, which made its debut at the LA auto show. The board is placed on the south end of the square, so the Sorento will be visible when the famous ball drops on New Years Eve.
“So we expect millions of people all over to see the new Sorento,” said Michael Sprague, vice president of marketing for Kia Motors America, during an interview at the LA auto show.
Kia’s billboard will remain in Times Square until March. In January, commercials will run in 16,000 movie theaters and will be focused on Kia’s new plant in West Point, Ga, where the Sorento will be built.
“This is to let customers know that we're investing one billion dollars here and providing 2,500 jobs,” Sprague said. “We want to instill confidence and trust -- that we're here to stay. The Sorento will be the largest launch ever. It is such an important vehicle to the company and the brand. We're trying to build an image and get away from the cheap brand image.”
The SUV has a 2.4-liter four-cylinder engine which breaks 172 hp or a 3.5-liter which produces 273 hp. Both engines will be mated to a six speed automatic gearbox.
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