This marked Kia's first-ever ground-up production developed specifically for the AAPI segment, built from AAPI purchasing behavior and lifestyle insights. As Kia's flagship vehicle, the All-New 2027 Telluride HEV was central to the brand's ambition to elevate its image — and with Asian Americans purchasing hybrid vehicles at twice the rate of the general market, its launch presented a pivotal moment to act on that ambition. Our goal: shift Kia's brand perception in the AAPI market from "value-focused" to "premium and tech-forward."