Summary
- Kia is the biggest sponsor of the Australian Open and is planning to electrify the event by providing 130 electric or hybrid vehicles for transportation
- The models being used for transportation include EV5, EV6, EV9, Carnival HEV, Sorento HEV, and Sportage HEV
- Kia is showcasing its commitment to sustainability and innovation through its fully electric and hybrid models
- Kia is launching a global campaign called "What’s Your Next Move?" featuring EV models, including a documentary film about Rafael Nadal
- Kia is also organizing various events and initiatives to promote EVs, including showcasing the vehicles, influencer campaigns, and engaging with children at the tournament.
Article
Kia, the main sponsor of the Australian Open, is planning to electrify the two-week event by supplying 130 electric or hybrid vehicles for transportation. These vehicles include the EV5, EV6, EV9, Carnival HEV, Sorento HEV, and Sportage HEV. The company held an official vehicle handover ceremony at Melbourne Park with Kia Australia CEO Damien Meredith, Australian Open Tournament Director Craig Tiley, and Australian Open champion Ash Barty in attendance. Kia’s partnership with the Australian Open aims to promote sustainability and innovation through the electrified fleet.
The EV3, EV5, EV6, and EV9 models will also be displayed across the grounds for visitors to view and explore. Kia’s global campaign “What’s Your Next Move?” features the EV3, while the EV5 is highlighted locally in Australia. The company’s overall brand ethos of “Movement That Inspires” is showcased through various initiatives, including a documentary series called “What Moves You?” produced in collaboration with Tennis Australia. This series explores the personal stories of current tennis players beyond the court and promotes Kia’s electric vehicles as symbols of innovation and movement.
In addition to supplying vehicles for transportation, Kia is engaging customers globally by offering live match viewing and special tours of Melbourne Park to selected EV owners. Influencer teams will also attend the event as guests of Kia and create content from the Australian Open as they drive through Melbourne in Kia EVs. These activities aim to promote the adoption of electric vehicles and showcase the capabilities of Kia’s electric and hybrid models. The company is also involving children in Korea in tennis activities as part of the event’s initiatives.
This extensive campaign by Kia in conjunction with the Australian Open raises the question of how much impact it will have on the sale of Kia’s electric vehicles. Australia’s enthusiasm for tennis and the popularity of the Australian Open make it an ideal platform for showcasing and promoting electric mobility. It will be interesting to see the outcome of this partnership and how it influences consumer behavior towards electric vehicles in the region. The company’s commitment to sustainability and innovation through its electrified fleet demonstrates its dedication to promoting sustainable mobility.
Overall, Kia’s involvement in the Australian Open as the longest-running major partner reflects its dedication to pushing boundaries and inspiring movement. The electrification of the fleet and various initiatives related to electric vehicles aim to celebrate progress and empower individuals to embrace sustainable mobility. Through partnerships with Tennis Australia and innovative campaigns, Kia is connecting with fans globally and promoting the future of mobility through its electric vehicle lineup. The company’s efforts to showcase its electric models and engage with customers during the Australian Open demonstrate its commitment to sustainability and innovation.
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