Q. After researching the Tesla and Kia models listed below, select a primary and secondary VALS type for each car that you believe best represents their respective market segments. Using the descriptions provided in the About VALS document (See the below slides), provide an explanation why you selected each VALS type. Thank you!

Tesla - https://www.tesla.com/models/design#overview

Kia - https://www.kia.com/us/en/forte

About VALS document

About VALST Every nation includes people who are more or less impulsive or more or less deliberate, preferring the familiar to the novel; the same is true for other characteristics such as adherence to traditional values, me-first, and reliance on self. These attitudes connect to a broad range of behaviors such as brand preferences, the adoption of new products, and leadership qualities. VALS is a proprietary psychometric method that measures these and other predictive attitudes in conjunction with behaviors and demographics-for developing countrywide typologies such as US VALS. The types within a country persist through decades, as work since the 1970s has verified. US Framework and VALSTM Types VALS segments US adults into eight distinct types-or mindsets-using a specific set of psychological traits and key demographics that drive consumer behavior. The US Framework, a graphic representation of VALS, illustrates the eight types and two critical concepts for understanding consumers: primary motivation and resources. The combination of motivations and resources determines how a person will express himself or herself in the marketplace as a consumer. VALS assigns individuals as a VALS type on the basis of their responses to questions in the VALS Survey. VALS-typing populations of interest, such as customers or constituents, is the first step in a VALS approach to achieving strategic marketing and communication goals. Using VALS provides clients with: A fresh perspective by effectively "putting them inside the head" of their customers Rich, customized, consumer profiles or personas Distinctive communication styles of their best targets. The VALS Types: Innovators US VALS Framework High Resources Thinkers Innovators Ideals Achievement Self-Expression Thinkers Achievers Experiencers Believers Strivers Makers Survivors Low Resources 2020 by Strategic Business Insights. All rights reserved. www.strategicbusinessinsights.com/vals Believers Achievers Strivers Experiencers Makers Survivors