Kia is a popular car brand that has been around for decades. But who exactly is driving these cars?
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In this blog post, we will take a closer look at the demographics of Kia owners and buyers.
From age to income level, we’ll explore the data to get a better understanding of who is behind the wheel of a Kia.
So, buckle up and let’s dive in!
Quick Demographic Facts About Kia Car Owners
Kia car buyers in the United States are primarily male (56%) and between the ages of 18 and 54 (91%). The majority of Kia car buyers are White (60%) and have a Bachelor’s degree (33%). In terms of income, 40% of Kia car buyers make between $50,000 and $100,000 annually.
Age Demographics for Kia Car Owners
Kia has a rather young audience, with the average car buyer being 39 years old.
Our research shows that the mide-size Telluride SUV has this age demographics:
- 16-24 year-olds account for <1% of Kia buyers
- 25-34 year-olds account for 13% of Kia buyers
- 35-44 year-olds account for 22% of Kia buyers
- 45-54 year-olds account for 26% of Kia buyers
- 55-64 year-olds account for 22% of Kia buyers
- +65 year-olds account for 16% of Kia buyers
Read also: Most common problems with Kia Cars.
Gender Demographics for Kia Car Owners
It’s interesting to note that while men are more likely to own cars in the United States, for Kia the data isn’t as skewed toward the male end as we see with other car brands.
This is probably because Kia has some popular car models among young mothers and families.
Ethnicity Demographics for Kia Car Owners
Kia car owners are predominantly white customers, just like most other car brands in the U.S. We see around 4% of Kia car owners in the African-American market, which also suggests a low percentage of Hispanic and Latino Kia buyers.
The demographics change when we look at who works at Kia:
- White: 51% of Kia Motors employees are white, which aligns with the general trend of self-identified white customers comprising the majority of car buyers in the United States, making up over four-fifths of the buyers.
- Hispanic or Latino: 18% of Kia Motors employees are Hispanic or Latino, reflecting a substantial portion of the consumer base.
- Black or African American: 15% of Kia Motors employees belong to this ethnic category.
Average Income Level for Kia Car Owners
We see most Kia buyers among the middle class, which also makes sense when examining the price range of the Kia lineup. Judging from recent campaigns from Kia, we suggest a $60-$80K per year household income as the target group.
According to Kia’s own marketing material (specifically the David vs. Goliath TV spot) the target audience is young millennials – specifically families and young drivers.
Here’s the super bowl ad:
Data for leasing Kia cars.
- Household income under $25,000 — 4% of these households lease a Kia car
- Household income $25,000 to $50,000 — 5% of these households lease a Kia car
- Household income $50,000 to $100,000 — 10% of these households lease a Kia car
- Household income $100,000 and up — 13% of these households lease a Kia car
These statistics provide insight into the income brackets of Kia car owners and suggest that a higher percentage of owners belong to households with an income of $100,000 and up. It’s worth noting that this data is specific to leasing a car and does not necessarily reflect overall Kia car ownership.
Other Interesting Facts About Kia Car Owners
- Kia Motors is headquartered in Seoul, South Korea.
- The company’s name derives from the Korean words “ki” (which means “to arise”) and “a” (which stands for “Asia”).
- Kia entered the US market in 1994 with the Sephia sedan.
- In 2020, Kia sold over 620,000 vehicles in the US.
- Kia has a global workforce of over 52,000 employees.
- In 2016, Kia ranked second in the J.D. Power Initial Quality Study, ahead of both Toyota and Honda.
- The Kia Soul is the company’s best-selling vehicle in the US market.
- Kia’s global revenue for 2020 was approximately $51 billion.
- Kia’s global sales for 2020 were approximately 2.6 million vehicles.
- In 2021, Kia debuted its first dedicated electric vehicle, the EV6.
- Kia has a global market share of approximately 3.5%.
- Kia has been operating in Europe since 1991.
- In 2020, the Kia Sorento SUV was named a Top Safety Pick+ by the Insurance Institute for Highway Safety (IIHS).
- Kia has an R&D center in Frankfurt, Germany.
- The Kia Stinger is the company’s first sports sedan.
- Kia has been named one of the “World’s Most Trusted Brands” by Reader’s Digest for several years.
- In 2020, Kia introduced the K5 mid-size sedan to replace the Optima.
- Kia’s brand slogan is “Movement that Inspires.”
- In 2021, Kia announced its new corporate logo and brand identity.
- The Kia Telluride was named the 2020 World Car of the Year.
- Kia has won numerous awards for its design, including the Red Dot Design Award and iF Design Award.
- The Kia Niro is a hybrid crossover SUV that has won multiple awards for its fuel efficiency.
- In 2020, the Kia Carnival MPV was named a Top Safety Pick by the IIHS.
- Kia offers a range of electrified vehicles, including hybrids, plug-in hybrids, and battery electric vehicles.
- In 2020, Kia ranked first in the J.D. Power Initial Quality Study for the mass-market segment.
- The Kia K900 is the company’s luxury sedan.
- Kia has a partnership with the Australian Open tennis tournament.
- Kia offers a seven-year/100,000-mile warranty on its vehicles in the US.
- The Kia Forte is a compact car that has won multiple awards for its value and reliability.
- Kia has a goal to become a leading EV brand by 2026.