Editor’s NOTE: The Multi-S was launched as the Kia Rondo late in 2006.
Small Minivan Explores Reaction at Best-Attended U.S. Auto Show
As the Chicago Auto Show has a reputation for having the highest attendance figures of all U.S. auto shows, what better place to test a possible new people mover? While this concept was first shown last September on Kia‘s stand at the 2005 Frankfurt auto show, Chicago marked its first North American appearance. AutoPacific and VehicleVoice contributors were on hand at both showings, and can promise that there were no real changes between Frankfurt and Chicago, aside from Kia showing a gasoline engine in the States and a diesel in Frankfurt.
In Korea and Europe, where North American minivans are too large and the exception rather than the rule for family transportation, Kia sells a minivan smaller than the Sedona. The second-generation of this vehicle is being developed under the codename UN, and it is expected to join the U.S. lineup before the end of 2006. While the final verdict on the Kia’s U.S. nomenclature is not in, Multi-S is reportedly in the running.
The UN will be a more modern and fully featured than the example currently sold in international markets, making it more competitive in Europe as well as giving it a chance in the States. The concept dimensions indicate a vehicle slightly bigger than the Mazda5 and that the U.S. version is likely to get a four-cylinder gasoline engine mated to a five-speed automatic transmission.
Kia Motors America Vice President of Marketing Ian Beavis characterized Multi-S competition as “drawing from station wagons, vehicles like the Mazda5 and even small SUVs. The Multi-S did pretty well against the new Toyota RAV4 in research.”
Editors NOTE: Since this was written, Dave Schembri has landed at Roger Penski’s smart operations in the USA. Schembri had been head of smart at Mercedes-Benz USA prior to joining MMNA. Wayne Killen joined Hyundai Motor America as Director of Product Planning in early 2007.
Mitsubishi Motors North America announced on Friday, February 17, that Executive Vice President of Sales and Marketing David Schembri and Vice President of Marketing Wayne Killen had resigned from the Company. In a statement by Mitsubishi, “Both left to pursue other opportunities.”
The former Mitsubishi marketing duo joined Mitsubishi at a time when sales were off drastically from prior years and no rebound in sight. Just stabilizing losses and rebuilding from a lower base of sales may have been considered a success, but even after a year with Dave Schembri running Sales and Marketing the Titanic couldn’t be turned.
Schembri joined Mitsubishi Motors North America in February 2005 after serving as the chief of the Maybach brand at Mercedes-Benz USA and then head of its still-born smart division. With the demise of smart’s efforts in the USA shortly following the 2005 North American International Auto Show in Detroit, Schembri moved westward to Mitsubishi headquarters in Cypress, California.
Wayne Killen, brand manager for the ill-advised Maybach brand at MBUSA joined Schembri at Mitsubishi in August 2005 as Vice President of Marketing. Working for Mitsubishi Motor Sales of America early in his career (1987 – 1989), Killen had most recently spent ten years at Mercedes-Benz USA. At MMNA, Killen was responsible for advertising, brand experience marketing, product and marketing public relations and product strategy.
During their tenure at MMNA, Schembri and Killen launched the 2005 Mitsubishi Eclipse and Mitsubishi Raider pickup and had just completed the public introduction of the soon-on-sale Eclipse Spyder.
The duties of Schembri and Killen are beeing handled by Hiroshi Harunari. Harunari has bee co-Chief Operating Officer of Mitsubishi Motors North America since January 2006. Rich Gilligan, former head of Mitsubishi’s manufacturing operations in Normal Illinois continues as the other co-COO.
These moves at Mitsubishi demonstrate the level of exposure senior managers take at some import-brand distributors. Last Fall, Peter Butterfield was ousted from his position as head of Kia Motors of America. In January, after a very confident presentation at the 2006 North American Auto Show in Detroit, Bob Cosmai fell at Hyundai Motor America. While Schembri and Killen had not yet been able to stabilize MMNA’s fortunes in the USA, Butterfield and Cosmai were managing companies that have healthy growth and prospects.
The Kia Connection Gives Hyundai a New Minivan
Hyundai‘s Entourage, the minivan that almost didn’t happen, was introduced at the 2006 Chicago Auto Show, where AutoPacific and VehicleVoice correspondents took a first look.
Hyundai also used the venue to introduce the latest Accent hatchback, and both entries get Internet marketing support with their own websites. Entourage continues Hyundai’s the company’s formula of value pricing and high levels of standard safety equipment. Though Hyundai is comparatively late to a mature but also highly competitive segment, the Entourage offers a competitive package and checks all the necessary boxes. Our first look at the Entourage reveals a minivan with a competitive package, though the fit and finish are not at best-in-class levels yet.