I can’t even tell you how many times I’ve been driving around and have uttered the words, “Man that’s a pretty car. I might want one if it had a different logo on the grille.”
Isn’t branding a funny thing?
Throw a BMW logo on a Hyundai and suddenly the practical $30,000 Korean sedan looks like a $50,000 German luxury car. So much of the value we put on a car comes from the perception of the logo adorning its front and back ends.
I’ve long wondered why, once Kia came out with its modern and sexy car designs, it kept the same logo from the 1990s that people associated with ultra-cheap basic transportation. Seeing a beautiful car with the clunky Kia logo can immediately take $10,000 away from its perceived value.
Kia may have finally gotten the message and will remove the logo from an upcoming performance sedan, at least in its home market. Will that translate to more buyers? Continue reading >>>