Kia's first midsize luxury SUV has been thrust onto the American market, and to assist marketing and promotion of the SUV, Kia has developed a national interactive promotional tour called the "BorregoExperience."
Starting September 16, 600 individuals and families became part of a product research study for the Borrego through extended Borrego VIP Test Drives based in Los Angeles, Dallas, and Phoenix. The individuals and families received brand-new SUVs to test drive, which also allows Kia to monitor and analyze consumer feedback. The feedback is important to ensure the vehicle will be well-tailored to the American masses, especially those unfamiliar with Kia vehicles.
Also part of the BorregoExperience is a nationwide sweepstakes and national exhibition with a paid test drive. The sweepstakes allows licensed drivers 18 years of age and older to enter for a chance to win one of five new Kia Borregos. The national exhibition has been touring great American cities since May 2008. Test drivers of the Borrego can receive a $20 gift card.
The next stops for the tour are in Cleveland, Phoenix, Indian Wells, and Tampa. The Cleveland, Ohio, stop will be from September 20 through 21, Phoenix, Arizona, stop from October 3 through 5, Indian Wells, California, stop from October 10 through 12, and Tampa, Florida, stop on October 25.
By Benson Kong
Source: Kia Motors Press Release
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