Kia Is Electrifying This Australian Open – CleanTechnica

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Australia’s EV market is coming alive, and the big sponsor of the biggest tennis event in the country is ready to help that along. Kia is the longest running main partner at the Australian Open (in other words, its biggest sponsor), and this year it is planning to electrify the two-week event. It may not be to the extent some CleanTechnica readers would like, but it’s very close.

As part of its support for one of the sport’s 4 majors (or “Grand Slams” as people now tend to call them), Kia is supplying 130 vehicles for transporting players, coaches, match officials, and others around the area. This year, all of them will be either fully electric or at least hybrids. Most notably, Kia will be putting countless people into the EV5, EV6, and EV9. (The Carnival HEV, Sorento HEV, and Sportage HEV will also be used.) In addition, the EV3 will be featured in other ways. This is the breakdown of the models being used for transport:

• EV5 — 15
• EV6 — 10
• EV9 — 25
• Carnival HEV — 30
• Sorento HEV — 25
• Sportage HEV — 25

(I know — it would be nice if the full electrics were used a bit more.)

“As the Major Partner of AO25, the brand held an official vehicle handover ceremony at Melbourne Park on January 8, attended by Damien Meredith, Kia Australia CEO; Craig Tiley, Australian Open Tournament Director; and Ash Barty, Australian Open champion. Following 24 years of support, Kia continues to be the Australian Open’s longest-running major partner,” Kia writes. Here’s a picture from that:

The EV3, EV5, EV6, and EV9 will also be displayed across the grounds for visitors to view and explore.

“We are delighted to share that this year’s fleet of 130 Kia vehicles is made up entirely of award-winning all-electric and hybrid models, demonstrating both Kia and the AO’s commitment to sustainability and innovation. When Kia’s iconic AO cars start appearing on Melbourne’s streets, the city knows that the AO has arrived, creating an unbeatable atmosphere and buzz,” Craig Tiley, Australian Open Tournament Director, says.

“Our partnership with the Australian Open has always been about pushing boundaries and inspiring movement, and this year we are excited to take it further with our electrified fleet,” commented Ho Sung Song, Kia President and CEO. “By showcasing our EV and hybrid models, we reaffirm our commitment to sustainable mobility while supporting one of the world’s most prestigious sporting events.

“Through our AO25 campaigns, immersive customer experiences, and collaborations with Tennis Australia, we aim to celebrate the spirit of progress and empower individuals to embrace their ‘next moves’. Kia’s electric vehicles are at the heart of this journey, embodying the future of mobility and connecting fans worldwide to the energy of this superb event.”

Kia has its “What’s Your Next Move?” campaign rolling out globally with the EV3, while the EV5 is featured for it locally in Australia. You may recall that Kia’s overall “brand ethos” is “Movement That Inspires.” This even includes a documentary film “Rafa’s Next Move” regarding Rafael Nadal. Kia says that it “illustrates Nadal’s story at the Australian Open and his day-to-day interests outside of tennis” (which I think is basically golf and football/soccer, but surely also family stuff and presumably some charity work). Kia adds the following about this series:

“Kia is teaming up with Tennis Australia again to produce an inspiring four-episode digital series titled ‘What Moves You?’. This series will explore the personal stories of current tennis players delving into what fuels their passion beyond the tennis court. Through candid interviews conducted inside the Kia EV5 and EV9, the series highlights how these athletes find inspiration in their lives and promotes Kia’s electric vehicles as symbols of innovation and movement.”

Interesting. And one has to think it was inspired a bit by things like Jerry Seinfeld’s “Comedians in Cars Getting Coffee” and James Corden’s “Carpool Karaoke.”

But we’re not done yet! Kia is doing more to get people into EVs, and into its order books. “90 Kia customers from around the world, selected through promotional activities after test-driving and purchasing Kia EVs, will join live match viewing and a special tour of Melbourne Park. Ten influencer teams will also attend the event as guests of Kia and create engaging content from AO25 as they drive through the city of Melbourne in Kia EVs.”

This is a seriously packed month of activities for Kia’s EVs in Australia. It’s the most extensive car campaign I remember from Kia or anyone else associated with a tennis tournament (and fancy cars are often a theme at tennis tournaments).

“In another initiative, 20 children in Korea have been selected as official Ballkids for AO25. These children will also enjoy once-in-a-lifetime experiences, such as being on the court with the world’s best players, engaging in tennis activities, and exploring Melbourne’s rich culture and iconic attractions.” Well, that, for once, doesn’t seem to have a lot to the with the EVs, but it’s still nice to see.

As a final thought, I do wonder how much a campaign like this will help sell Kia’s electric vehicles. How many more EV sales will the company gain from this big sponsorship and all of the elements of it? Australia is a huge tennis nation, and the Australian Open is one of the biggest events of the year there. It would be nice to know how much of a difference this makes.

Tune into the coming Australian Open (qualifiers have already started) and see what EV goodies you notice.