Kia's ad push for the Carnival MPV has a flair normally seen in spots for versatile utility vehicles.
The stylish people hauler breezes down a desert road pulling a boat, showcasing its towing chops as well as blind-spot monitoring and lounge-style seating that reclines. Throughout the ad, a series of life moments such as camping and dirt-bike riding play out as the Carnival passes by.
Despite the prominent sliding door on each side, the M-word is never uttered. Kia says the minivan label doesn't quite fit the Carnival, which replaces the Sedona in its North American lineup this year, and it says some consumers agree. So it's using the term MPV, which stands for multipurpose vehicle — and even treating it as part of the vehicle's name.
"Most of our customers, when we did clinics, they looked at it and they didn't see it as a minivan," Russell Wager, vice president of marketing for Kia Motors America, told Automotive News. "That's …