Photograph Courtesy Kia
SUVs and minivans have been converging for a while into a form factor people like. Maybe it's the labels that are outdated.
Although it's hard not to attach the term "van" to something with a sliding side door.
In case you missed it, the Kia Sedona is no more, replaced with the much more exciting-sounding Carnival (which is what overseas markets have been calling the Sedona since it was introduced many years ago) for the 2022 model year.
And now, Kia has introduced its marketing campaign for the Carnival, titled “What Else Ya Got?”:
The key theme we picked up on? The Carnival isn’t a minivan, it’s a pseudo-SUV.
Anything you can do in an SUV—taking the dirt bikes out for a spin, going off the grid in a trailer, bringing the boat down to the lake—you can do with the Carnival. And the styling certainly seems to reflect that, as we found ourselves having to search a little harder to find those minivan proportions.
If that’s the true message here, then that’s an approach we can get behind: As we've been preaching for years, minivans are cool.
You can run one on One Lap of America.
They're welcome at the $2000 Challenge.
Our community realizes they can make great alternatives to a pickup.
We realize there are plenty of people out there that don’t want to be seen in a minivan, despite how practical they are. So, if Kia can market the Carnival as a “un-minivan,” maybe those people might be more likely to get the minivan they need, and not settle for an SUV or crossover that doesn’t fully meet their needs.
Do you think Kia is on to something here and will be able to convert MPV naysayers into true minivan converts? Or will most people realize that the Carnival is nothing more than a thinly disguised minivan?
SUVs and minivans have been converging for a while into a form factor people like. Maybe it's the labels that are outdated.
Although it's hard not to attach the term "van" to something with a sliding side door.
I'm glad they did not cave and get rid of the sliding door. Looking at you, Chevy Traverse.
I got all hot and bothered when I saw the commercial showing it towing a big boat, as lack of towing capacity was the only complaint I had with my Sienna. Yeah, 3500 lb capacity- same as my Sienna. Apparently big boats are weightless in Marketing World.
The front end reminds me of an Explorer.
i think they have a winner on their hands. I totally get the appeal.
spandak said:The front end reminds me of an Explorer.
I had the same thought.. and Keith is right.. the styling is converging..
Anything named Carnival should have a deep fryer in the center console.
Perception is everything.
Marketing is all about perception.
If it works for them, congrats.
ShinnyGroove (Forum Supporter) said:I got all hot and bothered when I saw the commercial showing it towing a big boat, as lack of towing was the only complaint I had with my Sienna. Yeah, 3500 lb capacity- same as my Sienna. Apparently big boats are weightless in Marketing World.
I sent to video to my powerboat expert to ask him what kind of boat/trailer that is.
How much does an small Airstream weight? There is one of those too.
A 1999 Airstream 19' Bambi weights 3,600 lbs...empty! So, that doesn't work either.
I like it, but am not so sure about their marketing department. Carnival? Sonata? Maybe they'll buy the rights from Nissan for the Fairlady while they're at it.
The new Kia styling language looks like a Skoda.
Displaying 1-10 of 52 commentsView all comments on the GRM forums
You'll need to log in to post.
