Kia is making sure that the arrival of the 2011 Sorento is given an advertising launch that will blow everyone away. In fact, it is Kia's biggest launch ever and it will start off with a billboard in New York City's bustling Times Square that will be up until March.
The board, which is found on the south end of the square, will surely be seen when the famous ball drops on New Years Eve.
In an interview at the L.A. Auto Show, Michael Sprague, vice president of marketing for Kia Motors America, said that it expects millions of people all over will see the new Sorento.
Through mid-January, 60-second commercial spots will be seen in 16,000 movie theaters that will focus on Kia's new plant in West Point, Ga., where the Sorento will be built.
Sprague said that it wants to get across the message to customers that it will be investing one billion dollars here and providing 2,500 jobs. He added that Kia is aiming to "instill confidence and trust" and that the company is "here to stay."
He narrates further that the Sorento, which made its North American debut at the L.A. Show, is "such an important vehicle to the company and the brand."
The SUV comes with a new 2.4-liter four-cylinder engine making 172 hp and a 3.5-liter pushing 273 hp. Both are mated to a new six-speed automatic transmission. The redesigned SUV goes on sale next month.