Kia Zigs as Auto Market Zags

It's a tough time for the auto industry, but when your brand focuses on cars that are good on gas and cost-conscious trucks, you're in a much better position than most...and why not advertise that?

 

That's Kia's thinking, as it bucks the industry trend and ups its marketing budget in the face of a downturn.  "I won't speak for others, but for us right now, it's the right time to spend," says Tim Chaney, the director of marketing at Kia.  "This is a great opportunity for us to increase our market share and demonstrate the high quality coming from Kia."

 

Chaney says Kia plans to spend 30% more on marketing than they did in 2007.