It happened again last night, at an ice cream stand while visiting in Massachusetts.
A couple in an Audi SUV were heading to their car, and changed course and approached me in my Kia, with the same excited questions - "Who makes that car?" "Stinger, never heard of it, who makes it?"
Again, when I told them it's made by Kia, it was the same look of mixed astonishment, disbelief, bewilderment, confusion, amusement, and maybe a bit of agony, and the squealed response,
"Kia?!?!?!"
The car has been out for 5 years. It's astonishing to me that so many people driving direct competitors, who Kia should have reasonably expected to cross-shop, are still completely unaware of the car.
If there was ever a case study for the importance of
proper marketing and advertising (and what happens when you don't have it), the Stinger is it.
Ditto for the Kia K900. I'm a hard core car geek and spend way more time reading all the usual magazines than is probably good for normal mental health, and I had never heard of the K900 until I saw the recent announcement that it's being discontinued.
For both cars, it's Marketing 101. No one will buy your product if they don't know it exists. So far, outside of a small group of dedicated enthusiasts (like, everyone here), Kia has failed to change their reputation and image as a maker of low-end entry-level economy cars.
(I personally don't care that no one seems to know what the car is, and greatly prefer having an underdog that's a
much better value in so many ways than the usual Gerr-mahn brag-mobiles so many people reflexively buy just for the
badge, but I'd like for Kia to make enough money on the car for it to be worth their while to continue it and even introduce an updated version).