A Great Korea Move... The Pounds 14,500 Off-Roader ; Kia Offers Chance to Join the Stylish Suv Set at a Bargain Basement Price

Summary

---

Most of us like to think we are reasonably fit, reasonably good looking, reasonably successful and reasonably with it. We certainly don't want to appear dull and that's largely the mentality behind the appeal of off-roaders and sports utility vehicles, according to market research by Kia Motors UK.

Lawrence Hamilton, the Korean-owned company's general manager for marketing, says: 'Customers see SUVs as aspirational. They represent an off-the-shelf lifestyle change, or at least the perception of it.'

See the full content of this document

Extract

---

A Great Korea Move... The Pounds 14,500 Off-Roader ; Kia Offers Chance to Join the Stylish Suv Set at a Bargain Basement Price

So strong is that aspiration that would-be buyers say London Mayor Ken Livingstone's anti off-roader stance and comments actually make them more likely to want to drive one, not less.

But to attract buyers who these days see such cars as fashion items, in much the same way they view mobile phones the vehicle has to be seen as...

See the full content of this document

---