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Kia Planning Record Spending On Advertising

Ford also ramping up marketing efforts for big launch of new 2011 Explorer.

by on Dec.09, 2010

The writing's on the wall - and plenty of other places as Kia gets ready to launch the 2011 Optima.

Fast-growing Kia is planning to spend a record amount on advertising as it moves forward with plans to expand its market share.

The first phase of the campaign begins with the launch of the 2011 Kia Optima – and includes  the largest campaign in Kia Motors America’s history.  It will start this weekend with a made-for-cinema 60-second spot, which will run at movie theaters nationwide.  Titled “Sweet Dreams,” the ad is based on the premise that “nobody ever dreamt of driving a midsize sedan. . . until now.”

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“Consumers told us that traditional midsize sedan offerings were missing the excitement and fun found in other segments, but the Optima is the latest result of our design-led transformation,” said Michael Sprague, vice president, marketing & communications, KMA.  “It breaks from tradition by combining dynamic styling with powerful and fuel-efficient performance and has the high levels of quality and safety consumers have come to expect from Kia.”
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Kia Reports Big Bump In Earnings

Hyundai’s “weak” sibling defies critics.

by on Nov.01, 2010

The launch of the new Optima is expected to drive a strong performance for Kia during the fourth quarter and beyond.

Defying critics, the once-bankrupt Kia has posted a 66% increase in earnings for the third quarter, and with strong global demand and some critical new product in the pipeline the Korean carmaker is looking at further gains in the final three months of the year, according to forecasts.

Net income for the quarter ending September 30 soared to 666.6 billion won, or $593 million, compared with 402 billion during the third quarter of 2009, the maker reports.  Significantly, that was more than 30% better than the 504 billion won forecast by a consensus of industry analysts compiled by the Bloomberg news service.

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Revenues rose by 26%, to 5.69 trillion won reflecting a 24% global increase in unit sales.  Notably, in the Korean home market, Kia volumes were up 25%, even as the maker’s “stronger” parent brand, Hyundai, reported a decline of 12%.

The latest and projected numbers underscore the dramatic turnaround underway at Kia, which was taken under the Hyundai wing when it nearly collapsed in 1999, during the Asian economic meltdown.

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Kia Uncovers a Quartet of New Products in New York – and Promises More

Korean maker aiming for big bump with 2011 Optima, exploring wagon options with Forte 5-door.

by on Apr.01, 2010

Kia has big expectations for its 2011 Optima midsize sedan, one of four new models unveiled at the New York Auto Show.

Aiming to build on its current momentum, Kia rolled out a quartet of new products at the New York International Auto Show – and promised more will soon follow, including the brand’s first hybrid-electric vehicle.

The most significant of the new offerings on display at Jacob Javits Center is the 2011 Kia Optima, an all-new update of the Korean carmaker’s midsize sedan.  Like its sibling brand, Hyundai, Kia has been putting an increasing premium on styling, and the ’11 Optima is no exception.

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“This is a design to be benchmarked in the future,” declared Peter Schreyer, the German designer who has been leading the automaker’s move towards more expressive styling.  If anything, said several observers, after the news conference, the 2011 Kia Optima is more up-market and distinctive than the well-reviewed new Hyundai Sonata.

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