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Australia’s EV market is coming alive, and the large sponsor of the most important tennis occasion within the nation is able to assist that alongside. Kia is the longest operating principal companion on the Australian Open (in different phrases, its greatest sponsor), and this yr it’s planning to impress the two-week occasion. It might not be to the extent some CleanTechnica readers would love, nevertheless it’s very shut.
As a part of its help for one of many sport’s 4 majors (or “Grand Slams” as individuals now tend to call them), Kia is supplying 130 autos for transporting gamers, coaches, match officers, and others across the space. This yr, all of them can be both absolutely electrical or no less than hybrids. Most notably, Kia can be placing numerous individuals into the EV5, EV6, and EV9. (The Carnival HEV, Sorento HEV, and Sportage HEV can even be used.) As well as, the EV3 can be featured in different methods. That is the breakdown of the fashions getting used for transport:
- EV5 — 15
- EV6 — 10
- EV9 — 25
- Carnival HEV — 30
- Sorento HEV — 25
- Sportage HEV — 25
(I do know — it might be good if the complete electrics have been used a bit extra.)
“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. Right here’s an image from that:


The EV3, EV5, EV6, and EV9 can even be displayed throughout the grounds for guests to view and discover.
“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 Event 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 Music, Kia President and CEO. “By showcasing our EV and hybrid fashions, we reaffirm our dedication to sustainable mobility whereas supporting one of many world’s most prestigious sporting occasions.
“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?” marketing campaign rolling out globally with the EV3, whereas the EV5 is featured for it domestically in Australia. It’s possible you’ll recall that Kia’s general “brand ethos” is “Movement That Inspires.” This even features a documentary movie “Rafa’s Next Move” concerning 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 feel is mainly golf and soccer/soccer, however absolutely additionally household stuff and presumably some charity work). Kia provides the next about this sequence:
“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.”
Fascinating. And one has to assume it was impressed a bit by issues like Jerry Seinfeld’s “Comedians in Cars Getting Coffee” and James Corden’s “Carpool Karaoke.”

However we’re not accomplished but! Kia is doing extra to get individuals 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 can be a critically packed month of actions for Kia’s EVs in Australia. It’s probably the most intensive automobile marketing campaign I keep in mind from Kia or anybody else related to a tennis event (and fancy automobiles are sometimes 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.” Properly, that, for as soon as, doesn’t appear to have quite a bit to the with the EVs, nevertheless it’s nonetheless good to see.
As a ultimate thought, I do surprise how a lot a marketing campaign like this may assist promote Kia’s electrical autos. What number of extra EV gross sales will the corporate achieve from this large sponsorship and the entire parts of it? Australia is a large tennis nation, and the Australian Open is likely one of the greatest occasions of the yr there. It might be good to understand how a lot of a distinction this makes.
Tune into the approaching Australian Open (qualifiers have already began) and see what EV goodies you discover.

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