• by Tanya Gazdik , April 2, 2020

Kia Motors America is accepting applications for the second year of the brand’s The Great Unknowns Scholarship program. 

The application process is open to students across the U.S. planning to pursue a college undergraduate degree in the sciences, technology, engineering, arts or math. 

The automaker's AOR, David & Goliath, created a 60-second video to promote the contest that can be viewed on YouTube and Kia's social channels.

Recipients will be chosen based on academic performance and demonstrable ways they make a positive impact within their local communities. More information can be found at https://www.kia.com/us/en/give-it-everything. The students selected will be notified in mid-June. 

The Great Unknowns Scholarship was introduced in 2019 as part of the launch of Kia’s “Give It Everything” brand philosophy, aimed at giving back in meaningful ways, according to the automaker.

The renewal of the program comes when the automotive market is facing a devastating downturn in sales due to COVID-19. 

However, Kia’s first quarter was better than the majority of automakers'.  Its sales were only down 1% for the quarter, and the Sportage SUV actually had its best-ever first quarter sales. The automaker’s total March sales were down 19%.

While it is offering special financing to encourage sales as well as assistance for customers affected by COVID-19, Kia has not yet introduced creative that acknowledges the pandemic, as other automakers have.

A spokesperson tells Marketing Daily creative specifically addressing COVID-19 could be forthcoming. 

“To show both our customers and our dealer partners that we’re in this together, we implemented Kia’s Accelerate the Good program, which will help new and existing customers impacted by the uncertainty created by the COVID-19 outbreak with payment deferral programs that will continue until further notice,” said Bill Peffer, vice president, sales operations, Kia Motors America.