Russell Wager, CMO, KIA America

Unlike Hyundai and Nissan, Kia is waiting for more certainty around the long-term plan for tariffs.

As auto tariffs take effect, the exec said that the brand has not shifted any of its marketing or messaging amidst economic uncertainties. He also pointed out that March was a record-high month for sales year-over-year—however, he did not disclose a figure. 

Wager joined KIA in 2019 ahead of its 2021 rebrand that included a new logo, colors, and slogan to align with a focus on electric and hybrid vehicles. Since then, KIA has expanded its product portfolio with models like the EV6, K4, and Sportage, leading to a 50% increase in overall sales to date, said the exec.

In January, KIA reported its highest annual global sales with 3.1 million units sold in 2024. The brand’s total revenue also increased by 7.7% year-over-year at $75.8 billion and its targeting global sales of 3.22 million units for 2025.

When it comes to its ad spend, KIA plans no major change and is “following where the consumers are,” which has led it to shift from linear TV and digital to streaming TV, connected TV, and social media, Wager said.

“Each year we are evaluating all of the channels and making sure eyeballs are in places that we’re talking,” said Wager. “If not, we increase, and if some of them are going away, then we decrease.”

Given its hefty supply of inventory already in the U.S, Wager shared that KIA can “almost” get through June without succumbing to tariffs. Five of its most important vehicles—Telluride, Sorento, Sportage, EV9, and EV6—are all made at its plant in West Point, Ga.

“Until there is definitive direction on where things will go, whether tariffs are [temporary or] permanent, we’re still having to build a brand and drive traffic,” the exec said. “We haven’t changed anything as of right now.”