"Build Them Where You Sell Them" Becomes "Sell Them Where You Build Them"
With Kia’s first US plant pumping out hot-selling new Sorentos, the Korean brand has been desperate to stake its claim to the transplant patriotism that has helped the Japanese automakers rise to dominance in the US market. In this latest ad for the new Sorento, Kia leaves the viewer with no room to doubt where the Sorento is made… and it’s already the second ad to feature Kia’s new West Point, GA factory. So, how does this all play back home in Korea? Hit the jump for the answer…
The old saying “build ’em where you sell ’em” started out as a production-planning motto, stemming from calculations about currency, production costs and shipping costs. Now, thanks to the recent politicization of the car industry, a transplant factory is nothing short of a brilliant marketing tool. In the mass market, where foreign-ness doesn’t hold the cachet it does in the luxury space, the fact that a brand employs Americans can not be ignored. After all, if Ford’s recent momentum can be attributed to its not receiving a bailout, auto brands must remain mindful of their macroeconomic impacts. The more brands like Kia tout their American-ness, the less justification import buyers have for going back to Detroit.
More by Edward Niedermeyer
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