The Time May Be Right: The 2017 Kia Cadenza Limited

The 2017 Kia Cadenza Limited.

Three years ago, Kia launched the new-for-2014 Cadenza.  The ad campaign called the car "impossible to ignore".  Car shoppers managed.  I can't find the '14 sales figures, but in 2015, they sold all of 7,343 of them, which puts it in Buick Cascada territory.  2016 was worse, with sales down to 4,738, which makes it the 225th best selling car in America (the list only goes to 298), outselling the Porsche Panamera but running behind its similarly targeted cousin, the Hyundai Azera.

Part of the problem, as I wrote at the time, was that Kia was promoting the '14 Cadenza as a luxury car when, in fact, what they'd built was a very good full-size family sedan with several features usually found on more upscale cars.  Commendable, especially at $35,100, but not a luxury car.  Even with another six grand-plus worth of options that took the bottom line to $41,900.

New Car Review: 2014 Kia Cadenza

Credibility.  It's a big deal.  Especially when you're trying to get people to embrace a new concept.  Like Kia making a different type of car.
                                                                                                                                                                 


And that's where details matter.  Kia wants you to believe they've built an extraordinary near-luxury sedan. They want you to believe the woman driving the car is going to her 20th high school reunion.  Which would make her 38. Two years shy of 40. Her name is Teresa Moore, she's a supermodel and she's a lot closer to her 20th birthday than to her 20th high school reunion. There's a reason you didn't notice her in high school. She was across town in day care.

There's another version of the ad that uses mainly the night driving shots and blurbs from reviews including one from CNET that says "The Cadenza proves Kia can do luxury."  Okay, CNET said that (at least in the headline of its review).  But it's hype.

Both those things are small in the world of advertising, but it's especially a shame to see them related to the Cadenza because the Cadenza should be viewed and promoted as what it is...an amazing achievement in large family cars, a compelling competitor to the new Chevrolet Impala, Toyota Avalon, Ford Taurus, Nissan Maxima and Hyundai Azera.