Quote Of The Day: Mo' Brands, Mo' Problems Edition
The issue is it’s yet another brand. And given the fact we’re trying to allocate our resources to other areas that make the most sense, does it make sense to introduce another brand out there?
Kia Motors America product planning boss Orth Hedrick uses a rhetorical question to explain why the Korea-based automaker dropped its EcoDynamics sub-brand plans for the US market. The badge appears on European-market hybrid versions of the Forte, Cee’d and Sorento, and was planned as a global sub-brand. Instead, Kia is introducing many of the EcoDynamics components like low rolling resistance tires, electric power steering and more efficient alternators on some standard models, and will roll out a hybrid version of the next-generation Optima. With countless unnecessary brands and sub-brands littering the marketplace, Kia is smart to keep consumer focus on the Kia brand… especially in terms of associating it with good fuel economy. [via Wards Auto]
This is a lesson that General Motors and Ford are learning well, but Chrysler not so much (why do we need "Ram"?). One could argue that Toyota's Scion makes sense to exist, but not with the current products.
AMG, M, F, BluMotion, SS, SVT, Type-S, SRT, TRD, IPL, Quattro, V, Mopar, Si, R, MazdaSpeed, S, RS, GT, 4Motion... I'm sure the list could continue for several pages. Way too many for the average consumer to really take notice.
Creating a separate brand for hybrids wasn't a great idea, but finding a catchy name for a hybrid system isn't a bad one. Toyota seems to have done OK with Hybrid Synergy Drive.
Good for Kia, not futzing it up with trying to make it more confusing for consumers.