Kia America is headed back to the Super Bowl next month, marking the brand’s 15th appearance in the big game. This time, Kia is using the platform to highlight its new 2024 EV9, the automaker’s first three-row, mass-market electric SUV aimed at U.S. buyers.
The 60-second Super Bowl ad will build on Kia’s reputation for creative commercials while positioning the company as a leader in sustainable mobility. Specifically, it will showcase the EV9, which just launched with limited availability and will eventually roll out to all 50 states. I estimate the cost is around $14m for a 60-second spot.
As Kia’s flagship model under its “Plan S” global electric vehicle strategy, the 2024 EV9 pushes boundaries. It supports vehicle-to-load (V2L) charging with its onboard generator, allowing drivers to power external devices. The EV9 also enables future vehicle-to-home (V2H) charging capabilities to provide electricity back to properly equipped houses.
This cutting-edge electric SUV recently earned the title of North American Utility Vehicle of the Year from the North American Car of the Year jury. This marks the third time in five years that a Kia vehicle has won top honors from the group, highlighting the brand’s strengths in utility and electric segments.
Super Bowl LVIII will be played on Sunday, February 11 2024.