Kia Benefits From Maintaining Digital Marketing During Lockdown

After continuing to invest in digital marketing during the lockdown, Kia has seen web traffic increase by 30% year-on-year.

David Hilbert, Kia UK marketing director, told AM that while some brands put marketing spend on pause during the crisis, the Korean manufacturer’s strategy was always to continue investing. For its e-Niro campaign with Robert De Niro Kia also continued with its TV advertising, while again, other rivals put spend on hold.

With dedicated models for the European market, Kia is planning to launch 11 EVs globally by 2025. In 2021, the first of Kia’s next-generation EVs will be introduced to Europe, constructed on a unique platform specifically engineered to accommodate an EV powertrain. A crossover design, a range of more than 300 miles, and a sub-20minute charging time will be offered.

Hilbert also put Kia’s 28% year-on-year increase performance partly down to the investment in brand awareness, while pent up demand can explain the increase in new car registrations in July.

Some manufacturers have marketed the fact they are able to offer payment holidays and putting post-lockdown deals together, Hilbert said Kia’s strategy is just to focus on confidence in the product.

Hilbert said “As a result, we had a greater share of voice in April and May and that’s really worked for us ahead of dealerships reopening in June. The e-Niro has seen a 460% surge in interest year-on-year and I think the lockdown has focussed customers’ minds on looking for more environmentally friendly driving.”

He said, “We’ve invested in our brand power, awareness and the product and less about customers looking for a deal. We still want to get customers into cars and dealerships with the safety measures we have in place. That’s been our focus.”

To help retailers better interact with customers in a way they prefer Kia is currently launching live chat and video technology across its dealer network.