Kia Motors America has done a spectacular job of keeping ageism and age stereotypes alive with its new Racers commercial whose voiceover begins, “Car companies are like people. The old ones get slow and quiet. The young ones can’t sit still for a second.”
The spot does, however, feature some wonderful visual imagery and a new way to put cars through their paces. And positioning Kia as the young go-ahead car brand with fast car cred is a very clever strategy.
The commercial introduces the 201 horsepower Forte GT, with a turbocharged engine and sportier suspension setup, to its “race-inspired line-up” – the limited edition Stinger GTS and Stinger GT2.