8/14/2013

Kia's Soul and Toyota's Scion were both supposed to be cool cars for millennials, but have wound up as top picks for retirees because they look young and have a low profile. Kia is taking advantage of the trend by developing newspaper campaigns for the Soul aimed at older buyers, while still advertising at younger events such as the MTV Video Music Awards. One unifying thread is budget similarities between retirees on a fixed income and young people struggling to find work.

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