I heard a radio ad this morning for Kia, the South Korean car manufacturer which is using "The Power to Surprise" as its tagline. Misappropriating it, really.
Now you don't have to convince me of the power of Surprise, but to convince North American consumers, Kia has a long, long way to go to. Better fill up that gas tank, boys. This from the company website:
"The Power to Surprise"- represents Kia's global commitment to surpassing customer expectations through continuous automotive innovation while epitomizing the exciting and enabling values of the Kia brand. Everything we do at Kia, from providing one of the best warranties in the business, having more standard features, or enabling someone to have a car in the first place, is done with this in mind. Throughout a full line of cars, from the all-new Rio - the most affordable four door sedan in America, to the reintroduced Sportage sport utility vehicle, and now the totally redesigned Sedona minivan, Kia demonstrates its ability to achieve The Power to Surprise...
Still awake? If so, are you thinking what I am? Sure does sound like the same-old-same-old, doesn't it? Buzzwords that no longer buzz. And the site itself is dull, standard and lame. Colorless and void of personality. The whole experience does to Surprise what Paris Hilton does to fame--devalues the concept.
Two last points
- If Kia REALLY embraced Surprise, their radio ads would wobble our earlobes. Their site would be filled with Easter Eggs, trap doors and a colorful design that screams Pow! Perhaps if they hired North Korea's Kim Jung II as Chief Marketing Officer...
- Wanna know a Surprising car company? Try Jaguar. I bought an X-Type two years ago. I didn't love it; I bought it because it was cheap. EVERYONE told me what a lemon it would be, how it would be in the shop incessantly, etc. As a former Mercedes driver, I was a little apprehensive, but again, I got such a great deal, so... End result? Two delightful years of a peppy, reliable, dependable, comfortable and luxurious car that is rugged and Jeep-like in the nightmarish North-Eastern winters. THAT'S the real "Power to Surprise."