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Kia Hires LeBron James to Shill the Slow-moving K900

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On: Tue, Oct 21, 2014 at 8:28AM | By: Teddy Field


Kia Hires LeBron James to Shill the Slow-moving K900

Kia’s bold move into the luxury segment hasn’t gone all that well. Their flagship Kia K900 was designed to compete with cars like the 2015 Lexus LS460, 2015 Jaguar XJ, and the 2015 Audi A8. But no one is taking them seriously. So they’ve fired Morpheus and hired LeBron. This should go well...

LeBron James is, depending on where you live, not a popular guy. He’s been playing basketball since 2003, when he became the number one draft pick right out of high school. He proved to be worth the hype, garnering Rookie of the Year honors with an average of 20.9 points per game, 5.5 rebounds, and 5.9 assists per game. James played forward for the Cleveland Cavaliers until he became a free agent in 2010, at which point, he dissed Cleveland fans and signed with the Miami Heat. Although his talent was undeniable, James’ blatantly egotistical ways made him one of the most disliked athletes in America.

Like LeBron James, the 2014 Kia K900 impressed people right from the start. The muscular styling looked handsome and dignified. The cabin is brimming with everything from real wood and Nappa leather to an LCD gauge cluster and top-view camera system. Power is supplied by a smooth 5.0L V8 that makes 420hp, and no matter what setting the adjustable suspension is in, your Kia Big is always going to be Cadillac soft.

The 2015 Kia K900 is sort of a best-of compilation. It’s filled with all the currently popular features, and the driving character is tuned not to offend. While it doesn’t do anything “unique”, the K900 really does give you a lot of car for the money. However, only 56 buyers were swayed by this value proposition in September, bringing the K900’s yearly sales tally to a mere 1,106 units.

The 2015 Kia K900 isn’t a bad car, it just suffers from a perception problem. Much like Mr. James. A marketing exec at Kia must’ve noticed these similarities, because the South Korean car giant just hired James to be its “K900 Luxury Ambassador”. He joins fellow NBA star Blake Griffin, and tennis star Rafael Nadal, as Kia’s sporty celebrity attention-getters.

Kia is planning to feature the 6' 8" basketball star in a new “Fit for a King” campaign, slated to air during 2014-2015 NBA season games, which get underway later this month. According to James, "I was a Kia K900 driver and fan before we decided to become partners, so I'm really excited to be Kia's first-ever luxury ambassador. This partnership is about the power of great style and performance. Kia and the K900 are out to challenge conventional wisdom and show people how to think differently, and I can relate to that. For me, a partnership has to be authentic and real to who I am, and that's what makes this one so special."

We agree, Mr. Jame, the 2015 Kia K900 is very much “real to who you are”. Just try not to ditch your K900 for a the new Caddy CT6… until your contract expires anyway.


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