ESPN’s Darren Rovell is reporting that Kia has snagged Lebron James to the the brand ambassador for the new Kia K900 luxury sedan. Kia has been doing very well, but the volume numbers for the K900 have not been very robust. With James plugging the vehicle, however, this will provide a huge shot in the arm for K900 sales along with the Kia brand image.

The K900 is a beautiful vehicle that should provide a nice halo effect for the Kia brand. But at over $60,000 it’s not something most Kia buyers can afford. So to increase sales Kia needs to attract more affluent buyers. James can help raise awareness for the vehicle and potentially drive sales. It will be interesting to see if this endorsement has a noticeable impact on sales volumes.