2015 Kia K900 Gets a Boost From NBA All-Star LeBron James | Edmunds

2015 Kia K900 Gets a Boost From NBA All-Star LeBron James


Just the Facts:
  • NBA All-Star LeBron James signed a deal with Kia to be the ambassador for the 2015 Kia K900 luxury sedan.
  • The 2015 Kia K900 V8 is on sale now in "select markets with limited availability," according to Kia Motors America.
  • James is the most marketable player in the NBA, according to ESPN.

IRVINE, California — NBA All-Star LeBron James signed a deal with Kia to be the ambassador for the 2015 Kia K900 luxury sedan.

Word of the deal caused a buzz in the advertising market, since it is unusual for a big-name NBA player to hawk a brand that has had a value reputation. Kia is trying to catch up to traditional luxury automakers like BMW, Lexus and Mercedes-Benz.

The 2015 Kia K900 V8 is on sale now in "select markets with limited availability," according to Kia Motors America.

The K900 V8 starts at $60,400, including a $900 destination charge. An optional $6,000 VIP package adds a long list of amenities, including power reclining rear seats.

James, who plays for the Cleveland Cavaliers, is the most marketable player in the NBA, according to ESPN.

"Like Kia, LeBron James does not want to be confined by conventions or traditional definitions, and as our K900 luxury ambassador, his star power will cause people to question everything they think they know about our brand," said Tim Chaney, vice president of marketing communications at Kia Motors America, in a statement on Wednesday.

The first TV spot in the new Fit for a King campaign will debut later in October, the automaker said.

The Kia K900 flagship sedan targets the Mercedes-Benz S550 and Lexus LS 460.

Edmunds says: The endorsement of LeBron James should prompt car shoppers to take a look at the Kia K900.

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