“Kia is just not what ”

Russell Wager, Vice President of Advertising and marketing, Kia America

Kia pulled the sheet off the all-new 2027 Telluride, Telluride Hybrid and Telluride X-Professional three-row SUVs on the 2025 Los Angeles Auto Present. This gave Clear Fleet Report the chance to sit down down with Russell Wager, vice chairman of selling at Kia America, to debate the Telluride and the longer term for Kia.

Clear Fleet Report: Do you contemplate the all-new Telluride to be the flagship of the corporate?

Russell Wager, Kia: Completely. Not solely is it the flagship of our ICE (inner combustion engine) automobiles, which it had been, however now it’s taking on because the flagship of HEVs (hybrid electrical automobiles) each SUVs and sedans.

CFR: A bit concerning the Telluride historical past and philosophy.

Come on: That is the second technology Telluride that first got here out in 2018. There was an eight-year gross sales improve for the Telluride, which we contemplate a premium SUV. (Ed: Kia America reported its best-ever November gross sales on December 1.) We don’t suppose we’re a luxurious model, however know individuals are keen to pay a bit bit extra. They need the bottom mannequin to have artificial leather-based and never material seats, and extra superior know-how and security options. So our definition of premium is giving extra base options and extra decisions. It isn’t about high quality as high quality is top-to-bottom, however about further base parts that make it a bit bit extra premium.

CFR: Does the USA being the #1 marketplace for Kia drive the design of future fashions?

Ought to: The US is the #1 marketplace for Kia, however automobile designs are achieved right here (Irvine, California), Korea and Europe, so we’ve groups in every studio engaged on a number of merchandise, and never only for the markets they’re in. The Telluride was designed right here and there are others designed within the different studios that go in these markets. We see it as a pleasant competitors.

CFR: Kia provides the whole lot apart from a pickup truck. What are your line-up plans?

Come on: I like to begin with Kia is just not what . For 25 years we have been speaking about Kia being America’s greatest worth. It isn’t that we nonetheless should not a price, however now it’s to say we provide extra. We have now nice designs, functionality, engine decisions of ICE, HEV, PHEV (plug-in hybrid electrical) to EVs that give the shopper alternative. We don’t dictate what they’ve to purchase, however are prepared for no matter they want as an choice.

We don’t have a truck, however I might love one. We do have the Tasman in Australia and India however proper now that’s not destined for America.

CFR: Not getting political, however let’s contact on tariffs and the way they have an effect on your plans for 2026.

Come on: We have now come to peace with the very fact the $7,500 (EV) tax credit score went away and we’re nonetheless working by means of tariffs. We’re very optimistic with the announcement earlier this month with South Korea going from 25% to fifteen%. We’re nonetheless engaged on Canada and Mexico that haven’t been finalized. So there nonetheless is a few uncertainty within the system, however we do have our product plans for the 12 months and are executing our advertising plan towards that.

CFR: One thing that straight impacts tariffs is constructing Kias in America.

Come on: We make the EV9, EV6, Sorrento, Sportage and Telluride in West Level, Georgia. We will shift manufacturing between 5 fashions (based mostly on client demand and gross sales.)

CFR: So what huge is arising for Kia in 2026?

Ought to: The launch for the Telluride will likely be in Q1 with its kick-off on the Olympics (February 6 – 22, 2026, in Milan and Cortina d’Ampezzo, Italy.) We’ll once more be doing the ball drop (New York Metropolis, December 31/January 1) to inform individuals the Telluride has modified. We will likely be letting individuals know the Telluride has a brand new exterior design and the hybrid powertrain choice. We’d generally hear from somebody taking a look at a Telluride the mpg (miles per gallon) was inferior to others. So now we’ve it.

We may even give attention to the NBA All-Star Sport being held on the Intuit Dome in Los Angeles as that is one in every of our accomplice workforce’s (Los Angeles Clippers) area. We even have the FIFA World Cup that’s activating throughout the nation in June and July with Telluride being the main focus.

On the Kia Discussion board in Los Angeles we’ve set-up the Kia Related Dwellingin partnership with Wall Field, that demonstrates bi-directional charging. (Ed: That is referred to as vehicle-to-home (V2H) power capabilities, the place correctly geared up properties allow power switch from automobile to dwelling, conserving electrical energy on throughout outages.)

CFR: I’m interested by the way you measure the effectiveness of the New Yr’s Eve ball drop.

Come on: The measurement is solely an consciousness play, and what we see is site visitors for the week after the ball drop go up considerably on no matter product we featured. One thing that helped consciousness final 12 months was we helped somebody suggest on Instances Sq. Towers and this 12 months we’re doing one thing to spotlight our West Level, Georgia, staff, who’re doing nice job constructing our vehicles.

CFR: In closing, what’s the significance of the all-new 2027 Telluride to the corporate?

Ought to: It’s our halo automobile and exhibits individuals what is feasible in the event that they step into the Kia model. Now, not everybody can afford to step right into a mid-30s-to-50s worth level, in order that they contemplate the three-row Sorrento or possibly they don’t want three rows and go to the two-row Sportage. So, the Telluride creates a halo for our full SUV line-up, displaying our Kia automobiles should not simply trying good on the road, however has the flexibility to go to the far reaches for tenting out within the wilderness.

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Story by John Faulkner. Images by John Faulkner and Kia.