World Cup™ Advertisers Kia, Volkswagen Had Greatest Influence On Car Shoppers, According To Kelley Blue Book

World Cup™ Advertisers Kia, Volkswagen Had Greatest Influence On Car Shoppers,
                        According To Kelley Blue Book

Automakers Advertising in World Cup Doubled Search Activity over Industry
Average on KBB.com

PR Newswire

IRVINE, Calif., July 28, 2014

IRVINE, Calif., July 28, 2014 /PRNewswire/ -- Riding the wave of soccer fever
that swept the nation, automotive companies that advertised during the World
Cup 2014^® experienced twice as much growth in consumer interest on KBB.com
compared to automakers that did not advertise during the event, ^ 1 according
to Kelley Blue Book www.kbb.com, the only vehicle valuation and information
source trusted and relied upon by both consumers and the automotive industry.
The greatest traffic surge occurred the week the U.S. Men's National Soccer
team competed against Portugal and Germany, as many Americans tuned in to the
high-profile games.

Kelley Blue Book Logo.

"By creating entertaining, soccer-specific commercials, World Cup automotive
advertisers Kia, Volkswagen, Hyundai and Nissan successfully generated
interest around their brand and models, driving consumer research activity on
KBB.com," said Arthur Henry, analyst for Kelley Blue Book's KBB.com. "Each
advertiser also highlighted elements of the game that were relatable to the
casual American soccer fan."

Percent Increase of KBB.com Searches for Automakers Advertising During World
Cup^1

Brand      KBB.com Shopping Increase
Kia        18%
Volkswagen 18%
Hyundai    14%
Nissan     12%

Kia and Volkswagen tied for first place in this year's World Cup ad game.
FIFA's official automotive partner Kia along with Volkswagen both increased
nearly 20 percent in new-car searches on KBB.com after their respective ads
aired, which was more than any other automaker advertising during the soccer
series.^1Kia's commercials featured Brazilian supermodel Adriana Lima, and
the brand experienced a similar traffic surge on KBB.com when Lima previously
starred in the automaker's commercial that aired during the 2012 Super
Bowl^®. Volkswagen's consumer interest likely surged because the German
manufacturer benefits from its large following among soccer fans.

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^1The percent increase of the automaker's new-car searches on KBB.com during
the third week of the World Cup (June 22-28, 2014) compared to the second week
of the World Cup (June 15-21, 2014).
FIFA and World Cup 2014 are registered trademarks of FIFA, Super Bowl is a
registered trademark of the National Football League

About Kelley Blue Book(www.kbb.com)
Founded in 1926, Kelley Blue Book, The Trusted Resource®, is the only vehicle
valuation and information source trusted and relied upon by both consumers and
the automotive industry. Each week the company provides the most
market-reflective values in the industry on its top-rated website KBB.com,
including its famous Blue Book® Trade-In and Suggested Retail Values, and Fair
Purchase Price, which reports what others are paying for new cars this week.
The company also provides vehicle pricing and values through various products
and services available to car dealers, auto manufacturers, finance and
insurance companies, and governmental agencies. Kelley Blue Book's KBB.com
ranked highest in its category for brand equity by the 2014 Harris Poll
EquiTrend^® study and has been named Online Auto Shopping Brand of the Year
for three consecutive years. Kelley Blue Book Co., Inc.is a Cox Automotive
company.

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SOURCE Kelley Blue Book

Website: http://www.kbb.com
Contact: Chintan Talati, 949-267-4855, ctalati@kbb.com; Joanna Pinkham,
404-568-7135, jpinkham@kbb.com; Brenna Robinson, 949-267-4781,
berobinson@kbb.com; Natalie Kumaratne, 949-267-4770, nkumaratne@kbb.com
 
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