Kia Motors America launches a new advertising campaign that includes its new tagline, "Make Every Mile Count."

Kia hopes the campaign and tagline will better position the brand among its competitors as a "fun, affordable, safe alternative to the more expensive imports," say the Korean auto maker.

"With the company growing so rapidly over the past few years, and with so many new additions to our product line, it was time for our brand positioning to be updated to reflect that growth and clearly point in the direction where the company is headed," says Wally Anderson, vice president, marketing.

The new campaign was created by davidandgoliath advertising of Los Angeles and includes four new TV spots, two of which will support the launch of the all-new ’03 Kia Sorento midsize SUV next month.