Hyundai has managed to appeal to more upscale consumers. Now Kia wants in on the action.

Thus the new Kia Borrego, a mid-size SUV with an impressive list of features, standard three row seating, and an available 337hp V8 engine.

According to Colin Jeffery, ECD at Kia's agency, David&Goliath, "After spending time with the Borrego, it became very clear to us what the positioning and creative platform should be. The first time we took the Borrego out for a drive people were staring. At a traffic light in Manhattan Beach, a fellow driver actually asked us what kind of SUV we were driving. He was genuinely impressed."

July 7, 2008 by david burn | Permalink | 3 Comments