Kia is within the midst of a product golden age, says James Morrell, the model’s supplier council chairman.

Shoppers might need gotten a style of it on New 12 months’s Eve, when Kia showcased the redesigned 2021 Sorento on the massive screens in New York’s Occasions Sq. throughout the well-known ball drop. The Sorento took a cross-country journey from Kia’s Irvine, Calif., headquarters within the days main as much as the spectacle to ship the “2021” numerals that lit up when the clock struck midnight.

Morrell stated the Sorento is only one piece of an ongoing blitz of contemporary entries. The Carnival, a minivan that is set to blur the strains between minivan and SUV, is predicted to reach later this yr together with a brand new electrical car on a devoted electrified platform.

Final yr, the Korean model launched the K5 sedan, which gives all-wheel-drive capabilities.

The Occasions Sq. placement, Morrell stated, exhibits Kia’s “continued dedication to make folks conscious of the entire nice merchandise that they’ve.”

The New 12 months’s stunt is simply the newest in a string of high-profile advertising pushes from Kia lately.

The model debuted the three-row Telluride crossover on a New York runway throughout Fashion Week in September 2018, then adopted that up a couple of months later with a Super Bowl spot for the utility car. The Telluride spot shunned the goofy antics of earlier Kia Tremendous Bowl adverts in a favor of a extra severe tone centered on the car’s Georgia roots.

The model additionally discovered its approach to the late-night comedy circuit in Might 2018 when its “saleskids” made an look in a “Jimmy Kimmel Reside!” skit.

Kia is “gaining share tremendously throughout the course of pandemic,” Morrell stated. “That continued enhance in quantity permits them to spend and market, and the sellers make cash and the sellers then put money into facility and digital processes and buyer satisfaction. So it is only a nice, virtuous cycle proper now.”