Cross-Cultural Marketing Shop, LimeGreen Retained By Kia Motors America For Multicultural Support
IRVINE, Calif., Oct. 20, 2014 /PRNewswire/ -- Chicago-based agency LimeGreen, LLC has been retained by Kia Motors America (KMA) to support its corporate diversity initiatives as a result of continued growth and influence of multicultural consumers in the United States. Initially targeting the African American market, LimeGreen's responsibilities are expected to expand to include other multicultural consumers. KMA's selection of LimeGreen will enable new diversity initiatives intended to build relationships and business within multicultural, urban communities.
"The entire LimeGreen family is excited to be in a position to contribute to the momentum of one of the most innovative brands in the automotive world," said Michon Ellis, Co-founder and CEO of LimeGreen, LLC. "As the U.S. market becomes increasingly diverse both ethnically and culturally, as proven by statistics, our agency is in a unique position to help clients such as Kia Motors strengthen their brand's positioning and truly resonate with new audiences."
Specifics of LimeGreen's duties are still being finalized. However, the agency is expected to help drive the U.S. multicultural communication strategy as well as Diversity and Inclusion efforts internally and externally for KMA. Tactical responsibilities will likely include creative strategy development and execution, sponsorship activations, media relationships, and community outreach.
"To reach multicultural consumers you have to understand how they are different, how they are affected by history, culture, life experiences and values, while speaking to them authentically so they connect with your brand in their mind and in their heart," said Rhonda M. Bolton, KMA's Head of Corporate Diversity Initiatives. "We have chosen to retain LimeGreen for a number of reasons; the company has a proven track record of helping their clients better understand diverse consumers at their core, and LimeGreen's leadership team has impressive knowledge capital in the areas of multicultural automotive marketing, Diversity and Inclusion, and social responsibility."
According to the latest Multicultural Economy Report from the Selig Center for Economic Growth, the buying power of minority groups in the U.S. has reached new heights and continues to outpace cumulative inflation. The total consumer spending power of the U.S. multicultural market—the population exclusive of non-Hispanic whites—was $3.2 trillion in 2013. Of that figure, U.S. Hispanics accounted for $1.2 trillion, African Americans $1 trillion, and Asian Americans $713 billion.
Multicultural consumers accounted for 24 percent of U.S. new vehicle registrations in the first nine months of 2013, according to data from IHS Automotive. By 2016, the multicultural consumer segment is projected to contribute nearly $14.0 billion to the auto industry.
This year, KMA posted the best first-half performance in company history. The momentum continued with record third quarter sales, including 40,628 units in September, up 6.9-percent over the same period last year. As Kia celebrates its 20th anniversary in the U.S., the fast-moving brand continues to grow and mature with year-to-date sales up 6.9 percent, and its aggressive new product cadence continues with two important new products—the all-new 2015 Sedona and the company's first all-electric, zero-emissions vehicle in the U.S., the Soul EV—now beginning to arrive in dealerships.
About LimeGreen, LLC
LimeGreen is a cross-cultural marketing agency focused on engaging diverse consumers where they live, work, shop, and play. With compelling consumer insights, LimeGreen develops impactful advertising and engagement campaigns that leverage a brand's unique value proposition to drive consumer consideration, trial and ultimately loyalty. The agency's clients include leading brands such as Discover Financial Services, McDonald's Corporation and Luster Products as well as sector innovators, such as EdisonLearning. Industry awards include Telly, Publicity Club of Chicago Golden Trumpet, and MarCom. Also, LimeGreen was previously named one of the "Top 100 Engagement Agencies in the United States" by Event Marketer Magazine. A certified Minority Business Enterprise, LimeGreen was founded in 2004 by Michon Ellis and Mike Stratta. For more information please visit: www.limegreen.net
About Kia Motors America
Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA proudly serves as the "Official Automotive Partner" of the NBA and LPGA and surpassed the 500,000 annual sales mark for the second consecutive year in 2013 following the launch of seven all-new or significantly redesigned vehicles. KMA offers a complete line of vehicles, including the rear-drive K900[i] flagship sedan, Cadenza premium sedan, Sorento CUV, Soul urban passenger vehicle, Sportage compact CUV, Optima midsize sedan, Optima Hybrid, the Forte compact sedan, Forte5 and Forte Koup, Rio and Rio 5-door subcompacts and the Sedona midsize multi-purpose vehicle, through a network of more than 765 dealers across the United States. Kia's U.S. manufacturing plant in West Point, Georgia, builds the Optima* and Sorento* and is responsible for the creation of more than 14,000 plant and supplier jobs.
Information about KMA and its full vehicle line-up is available at www.kia.com. For media information, including photography, visit www.kiamedia.com. To receive custom email notifications for press releases the moment they are published, subscribe at www.kiamedia.com/us/en/newsalert.
* The Sorento and Optima GDI (EX, SX & Limited and certain LX Trims only) are assembled in the United States from U.S. and globally sourced parts.
** 2015 K900 V8 available in select trims and in select markets with limited availability.
CONTACT INFORMATION:
Scott McKee
Director of Corporate Communications
Kia Motors America
(949) 468-4813
[email protected]
Fatima Khan
Assistant Account Executive
LimeGreen LLC.
(312) 432-1600
[email protected]
SOURCE LimeGreen, LLC
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