Kia Spectra News

Getting young people to buy cars is tougher than it sounds. Fashion, mode and politics all play a role in addition to the classical considerations for car buying: price, features and performance. But Kia is determined to grow its business with younger buyers, as its current 52-year-old average customer is more elderly that it would like. Kia will have to be careful not to alienate too many of its existing customers, however, as those are the brand's proven loyalists. But at the same time, getting a new image across to a whole new segment of the population could prove more beneficial that...