There’s no question that Kia’s target market for the Soul crossover aren’t the daddy types that frequent golf clubs on a nice and warm Sunday morning. No, according to Kia, that’s not how they roll.
Instead, the Korea-based manufacturer has set its sights on a much younger market; the 20-somethings that are making their way up to the world to establish a name for themselves. And who better to epitomize this market than 20-year old golf sensation – and millionaire – Michelle Wie.
Nevermind that Wie is Korean herself, although Kia probably figured that having a local celebrity whose known worldwide to push and promote the Soul to her age group would be a great idea, but she is also one of the most recognized 20-year-olds in the world. Of course, it doesn’t hurt that she also has a strong influence as an endorser.
Needless to say, the Soul isn’t for the slacks-wearing, tucked-shirt hopping fathers with golf club memberships. It’s for the young, hip, and happening. That, after all, is how they roll.