It worked!
Minivans were once the preferred family vehicle in America. The Sedona, a minivan that sounded very American from Kia, was also once available. The Sedona has been extinct, and SUVs have taken over families all across the globe. This is true in name. The Kia minivan is now known as Carnival. However, Kia does not want it to be called a minivan.
This is the message from Kia’s Carnival ad campaign. It includes rough footage of dirt bikes, campsites, and trailers being tow. Kia refers to the Carnival as a multi-purpose vehicle. In a press release, the automaker further emphasizes the versatility of the Carnival’s capabilities.
Russell Wager (Kia’s vice-president of North American marketing), stated that the Carnival MPV is a new segment in vehicle design – the multi-purpose vehicle. “The Carnival MPV is versatile, capable, comfortable, and reliable and gives owners what they need when they need it.” The Carnival MPV is versatile enough to be used for everything from daily commutes and long-haul trips to camping adventures, family vacations and moving duties. All the rest.
You don’t have to agree with the first sentence of that quote. Kia doesn’t seem to be aware of the many traditional MPVs that have been around for decades in Europe, and even the Ford C-Max here in the States. Mazda sold a vehicle called MPV . However, we recognize that the definitions of MPV, SUV and minivan are very mixed at this time. It’s still not a new market segment.
We are not anti-Carnival, however. We understand what Kia wants to sell. The Carnival’s straight lines, slabbed sides and large nose give it an SUV-like look. It’s also a great looking vehicle. You know what, though? Those sliding doors on the side are a minivan. That’s it. Kia, get it now.