Kia Motors received some divine intervention this week, when Pope Francis chose a Kia Soul as his touring vehicle during his five-day trip to South Korea. The Pope, known for his predilection for smaller, compact cars, slipped into the backseat of a black Kia Soul after his plane landed in South Korea's capital of Seoul.
The pontiff's choice of car is a marked departure from his predecessors, who tended to favor larger, premium models, a move that many see as the Pope's continued efforts to show his humbleness and relatability.
For Kia Motors, though, this is a terrific moment for growing their brand on the global market. "This will help Kia by bringing far-reaching exposure through the mass media," Kim Jin-kook, chief executive of auto researcher Marketing Insight, said. "That exposure will be related to the pope, who has a very positive image among the public, which in return will trigger a halo effect for Kia."
The automaker also said they were honored by the Pope's choice. And many Seoul residents felt the same. "It was just funny, how he climbed into a tiny car like a cat going for a small cozy space," said Kim Ji-hwan to ABC News. "It's humbling and at the same time respectful."
The papal visit is scheduled for the next five-days, where Pope Francis is expected to travel over 620 miles visiting with officials and locals alike.
