In the mid 2000s, South Korea’s Kia was a relatively unknown car brand in Sweden. With the successful launch of the European custom made cee’d model in 2007, Kia saw an opportunity to increase market share and redefine its brand. The aim was to establish Kia as the sensible car of choice for the majority of Swedes.
For a number of years, Kia had been dissatisfied with its customer magazine. In 2008, Spoon was asked to develop something new, and the lifestyle magazine Kia Story was created. It blended automotive news with travel, recipes, celebrity interviews and portraits, with the intention of emphasising the use and enjoyment of the car, rather than technology and performance. More recently, Spoon has also produced online videos for Kia.
Kia Story is building the Kia brand and creates loyalty in Sweden.
Kia Story tell stories about real people and great cars.
Kia Story blends automotive news with travel, recipes, celebrity interviews and portraits, with the intention of emphasising the use and enjoyment of the car.
Several reader surveys have shown that Kia owners like the magazine and their Kia cars. In the most recent survey, 76 per cent of respondents rated the magazine as ‘good’ or ‘very good’. 78 per cent read at least half of each issue. Today, Kia is one of the fastest growing car brands in Sweden. In 2008, there were 21,000 Kias on Swedish roads. Today there are over 100,000. Kia is also the car brand with the most loyal owners in Sweden.
76 per cent of respondents thought the magazine was ‘good’ or ‘very good’.
78 per cent read at least half of every issue.
Kia Motors Sweden is a subsidiary of Kia Motors Europe, which is part of Kia Motors Corporation. Kia’s sales in Sweden have steadily increased in recent years and today (2014) its market share is just over five per cent. The parent company in South Korea has identified Kia Motors Sweden as a shining example of how a local market can excel.
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