The Kia EV6 has been a ground-breaking all-electric vehicle that has wowed drivers and fans alike. Back in February 2022, we got to test the EV6 during the 2022 Chicago Auto Show, and it definitely impressed us on both, the closed track and the open city streets. Silent yet powerful, that’s exactly the point Kia America wants to make with its all-new creative campaign, starring the most powerful vehicle in the automaker’s history, the 576-horsepower, all-electric Kia EV6 GT. Co-starring is professional driver Kris Martin, a hearing-impaired NASCAR and Le Mans driver.
“The Kia EV6 GT has set a new standard for performance, especially among electrified vehicles…Gone are the days of loud engines and noisy acceleration. The all-electric EV6 GT shows that you don’t have to announce yourself to illustrate your power. In this new era of electrification, the EV6 GT has the confidence to be quiet without losing any swagger or bragging rights.” – Russell Wager, vice president, marketing, Kia America
Co-created with David&Goliath, the 30-second ad spot comes with the slogan of its namesake, “Silence is Powerful”. With Martin behind the wheel, he shows off his six-time National Kart Championship skills as he races through a professional track and showing off the performance of the EV6 GT as he turns sharp corners, accelerates through straightaways, and even drifts a bit. When it comes to the power of this electric vehicle (EV), the sound of revving engines and performance-tuned exhaust systems have always been the highlight, but they’re not the only thing that resemble power, especially in the driver’s seat. Martin uses sign language in the video to describe the power of the EV6 GT, able to accelerate from 0-60 mph in 3.4 seconds.
The ad is a little quiet, and that’s pretty much the point. Although quiet, the Kia EV6 GT is powerful and tuned for performance. A dual-motor e-AWD powertrain packs a punch, sending power to all four wheels through two electric motors. Up front is a 160kW motor, combined with a rear-mounted 270kW motor, and together, they generate a combined power output of 430 kW (576 horsepower) and 545 lb-ft of torque. The power behind these motors is an energy-dense 77.4-kWh Nickel-Cobalt-Manganese (80/10/10) battery pack, and the body is the dedicated E-GMP platform, set to eventually be replaced as the Hyundai Motor Group (HMG) and Kia Corp move forward with their all-electric lineup, starting expansion with the HMG Metaplant in Georgia.
In addition to this ad spot, the new marketing campaign will feature a series of videos called “Sign Language Shorts”. Set for launch only on social media platforms, where attention comes and goes quickly, consumers can watch these videos that capture the message of the campaign – silence can be powerful. There will also be some marketing elements in the form of paid digital and print components via MotorTrend Magazine, launching on November 18th, 2022, and the Car and Driver Magazine, launching on November 29th, 2022.Want to test the power of the EV6 GT yourself? Come down to Miami Lakes Automall for a test drive of the Kia EV6.