One of our favorite new rides coming in 2019 is the all new Kia Telluride.
And yesterday, they showed super bowl ad revealing it to the public with a theme that fixated on the rural Georgia town and people that would build it. And honestly, the focus just seemed wrong.
And we think they missed a huge opportunity to position it and build customer excitement.
What do we mean by that?
Well, lets look at the market and give you our first impression on seeing the Telluride.
When we first laid eyes on it I said to myself "Dang, a BETTER LOOKING Lexus LX, that will cost a LOT less because it's a Kia."
And even though Lexus doesn't sell that many LX's anymore that SUV has a reputation that so many other brands would DIE to have. To the average consumer, the Lexus is an unbreakable RangeRover/tank with an interior that's as luxurious as the Louis Vuitton store.
A great vehicle but with a price, that in our opinion, has gotten way to high and hasn't been given a proper upgrade.
So when business conditions hit that sweet spot, it's the PERFECT opportunity for someone to sweep in a STEAL the market and image away. As Austin Powers would say, steal their MOJO.
So what would the theme of the ad been if we were hired to do it?
Here's the storyboard:
The ad showcases three typical scenarios:
1. A night on the town
2. A golf outing at the club
3. A family with kids going to sports practice/game
In each scenario, the Telluride is mistaken for the Lexus LX.
Scenario 1, the valet brings the Telluride up and says here's your Lexus sir/maam. the owner responds, It's not a Lexus, it's the new Kia Telluride. Valet person says "WHOA!"
Scenario 2, Valet finishes putting clubs in back and people get into all three rows. Valet says everything is loaded, your Lexus is ready and hands off the keys Valet person says "WHOA!"
Scenario 3, Family shows up to team practice/game and as they all get out another family says "Hi, I see you got a new Lexus, NICE!. Owner says It's not a Lexus, it's the new Kia Telluride. Other family in unison says "WHOA!"
Ad ends with close-up of Telluride luxury interior/exterior and announcer says "The all new 'AFFORDABLE' Kia Telluride. WHOA!"
Spies, chime in with your opinions...is this the theme they should have used or where they smart to mimic the Chrysler 'Made in Detroit theme?