Automotive · National conquest

Kia reaches $2.1B in estimated vehicle revenue.

Datasys buyer intelligence supported 48,652 conquest sales across five regions, connecting regional audience strategies to vehicle purchases.

estimated vehicle revenue

conquest sales

A Kia Sportage parked in front of a perforated concrete wall

The challenge

Conquest changes by region.

Kia’s regional partners shared one goal: win buyers outside the brand. But the likely buyer in one region was not necessarily the likely buyer in another.

An SUV audience could not stand in for sedan, EV/PHEV, or minivan demand.

What Datasys did

Build for each buyer.

Datasys built each audience around the region and vehicle class, reaching 17.35M consumers across five regions.

Each population was activated through segment-specific email, while a common sales-matching method kept results comparable across regions.

Five regions: East, South, Southwest, West, and Central, each with a distinct market population.
SUV: Family, utility, ownership, and in-market context.
Sedan: Lifecycle and purchase signals shaped for sedan demand.
EV / PHEV: Electrification interest and relevant intent.
Minivan: Household and family-use context.

The results

48,652 conquest sales.

The independent agency-of-record process matched 30,069 SUV sales, 10,297 sedan sales, 5,705 EV/PHEV sales, and 2,581 minivan sales across cumulative 30-, 60-, 90-, and 120-day windows.

Using the case study’s approximate $43,000 average MSRP, those sales represented roughly $2.1 billion in estimated vehicle revenue.

Matched sales by vehicle class48,652

SUV
Sedan
EV / PHEV
Minivan

SUV sales matched

sedan sales matched

EV/PHEV sales matched

minivan sales matched

Measurement note

Estimated vehicle revenue uses an approximate $43,000 average MSRP. Sales are cumulative matches under the independent AOR process; the estimate is not actual transaction revenue or measured incremental lift.