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Just two months after its release accumulated sales surpassed 20,000 units, while sales in July alone totaled 8,740, setting a new monthly domestic record.

Thanks to the popularity of the van, Kia was able to achieve domestic sales of 42,305 cars in July, up 23.4 percent compared to the same period of 2013. 

As of August, accumulated sales of the Carnival totaled 16,000 units, while another 8,000 have been ordered.

The success lies in targeting middle-aged male consumers between 35 and 44, who enjoy heading outdoors with their children. Popular TV programs featuring celebrity dads going on various excursions with their children have fueled the demand for leisure vehicles.

And a Kia ad showing a father and his child going on a camping trip highlighted the intended purpose of the vehicle. Unlike ads by rival automakers, which focused on handling or other technical features, Kia turned to the emotional appeal of a father, child and the great outdoors.

The success offers hopes of a new burst in sales for domestic automakers, which have been languishing among a relentless onslaught from foreign brands.

Jose Antonio López

Passionated about Korean cars from Kia & Hyundai. Photographer. I love being in nature, hiking. Tech lover.

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