Kia is releasing a new series of branding campaigns to forge a new identity for its flagship SUV, the Sorento.
A series of three new 15 and 30-minute ads, titled "Conquer Your Mountain," "Ready to be Conquered," and "Moab Conquest," demonstrates its rugged off-road prowess, with Moab, Utah as its backdrop in one of the spots.
Check them out, and see if your opinion is swayed one way or another.
2019 Kia Sorento | "Conquer Your Mountain"
2019 Kia Sorento | "Ready to be Conquered"
2019 Kia Sorento | The SUV Goes to Hell and Back in Moab, Utah
"This campaign mirrors Kia's mindset as a challenger brand, as Kia and the Sorento have overcome roadblocks, both real and perceived. From off-roading up a mountain to commuting back and forth to work, or a weekend full of running errands, these are the hurdles that drivers conquer every day," said Saad Chehab, vice president, marketing communications, Kia Motors America.
To date, the Kia Sorrento has won numerous accolades, slowly coming out of the shadow of his big sister Hyundai. Awards have included J.D. Powers "Highest Ranked Midsize SUV in Initial Quality" two years in a row.
Our favorite commercial by far is the "The SUV Goes to Hell and Back in Moab, Utah" with two hosts attempting to scale the Hells Gate obstacle course with an oil pan skid plate, disconnected sway bars, and all-terrain tires.
Watch the rawness of the video as the back right bumper gets starched during the inline. In the end, the Sorento reaches the top to a cheering crowd.