AD&P; > June 2013 > FEATURE > Kia Continues to Develop Clever Cars > Gary S. Vasilash > gsv@autofeldguide.com
Kia Continues to
Develop Clever Cars
p According to Michael Sprague, Kia Motors America
executive vp for Marketing and Communications, the Forte is
targeted at people—it skews male—who are in their late 20s
and early 30s earning from $50,000 to $70,000 per year.
When & Where
The frst Forte was launched in 2009
(autofeldguide.com/articles/the-kiaforte-designed-to-be-surprising) as a
model year 2010 car. The 2014 model
is all-new. So the replacement rate is
approximately 3.5 years between the
outgoing and the new models. This is
the ffth generation of the concept sedan
that had been known as the Spectra
prior to the launch of the 2010 Forte.
The Forte is positioned in the Kia
lineup between the Rio (autofeldguide.
com/articles/kias-latest-rio-) on one
side and the Optima (autofeldguide.
44
com/blog/post/2013-kia-optima-sx)
on the other.
and safety. They want to be perceived as
having made a "smart" choice.
And geographically speaking, the Forte
is manufactured at the Kia Hwasung
Plant in South Korea.
"Forte is for both sides of the brain,"
Tjoa says.
Think
Ralph Tjoa, Kia Motor America national
manager, Product Planning, says, "When
consumers shop for a small car, the
rational side of the brain dominates."
That is, they're looking for value,
economy, quality/durability/reliability,
Design drive
The Kia design studio in Irvine,
California, had the lead on the design of
the 2014 Forte. As designers are wont
to do, there were some non-automotive
things used as inspiration. Like an
archer. Tight, taut, potential energy.
And a cheetah. Lithe. Quick.