Kia has fitted its Soul EV and incoming Sedona MPV with a new technology that will see the car greet motorists with a short tune when they start the engine. The jingle has been added to models on sale in the US, and is believed to be the first time such a feature has been used in the motoring industry.
The carmaker calls this approach ‘sonic branding’, and an audio signature is something that the likes of Intel also use in advertising. Kia hopes the tune will become synonymous with its brand, and it will also be heard when other vehicle actions are performed.
Kia noted in a statement: "For the first time in the automotive industry, the signature sound will be applied to convenience and safety functions of vehicles, such as welcome and goodbye sounds, in addition to various warning indicators."
To promote the jingle, the manufacturer has also released it as a mobile ringtone, allowing loyal motorists to show their devotion outside of their vehicle too.
"At Kia Motors we have been putting a tremendous effort into creating sonic branding with a unified signature sound that delivers Kia's distinctive brand identity to our customers," commented Ike Kwon, director of Kia’s Global Brand Strategy Group. As Kia looks to continue its impressive sales growth experienced in many markets, sonic branding and the new tune could be applied to models sold outside of North America.
Take a test drive of any new Kia vehicle to sample the thrill at the wheel and to fully appreciate their distinctive styling. Contact Lookers in Newcastle or Stockport to schedule your appointment when convenient.