Posts Tagged ‘community’
Kia Motors is one automaker that continuously finds ways to get involved with the community and the youth. The Great Unknowns Scholarship is a huge boost for the automaker, offering scholarships to students in the U.S. planning to pursue a college undergraduate degree in one of the following discipline areas: Sciences, Technology, Engineering, Arts, or Math (STEAM). Finally, art is appreciated in the world, not just “STEM”, anymore. Another movement by KMA is known as “Accelerate The Good”, having played a part in multiple donations to communities and organizations that help the homeless and hungry youth. Recently, KMA continued its efforts to make a difference with a $250,000 donation to Covenant House.
Covenant House is the largest, primarily privately-funded charity in the U.S. Focused solely on helping homeless and trafficked youth, Covenant House is a sanctuary for many on the streets today. A quarter million is surely a huge help, making it easier to acquire the resources Covenant House needs to provide for those in need. Kia Motors is also no stranger to Covenant House. Back in 2020, during the Super Bowl (yeah, that still happened), Kia Motors was touting its “Give It Everything” slogan, and for every yard gained during the game, Kia Motors donated $1,000 to three of its charity partners – Covenant House, Positive Tomorrows, and StandUp For Kids. This initiative totaled to $1 million.
Connecting with the community and the local youth can sometimes be a challenging aspect for an automaker. How does one connect without also trying to sell a product? The year of 2020 and the pandemic gave many automakers a chance to help their local communities and give back, getting involved and offering free vehicles for transportation of goods. Kia Motors is one of these automakers and is known for getting involved with the youth in the community most recently in the last few years. Always hosting or sponsoring some new function, Kia started the Great Unknown Scholarship in 2019 and started a donation initiative to fight homelessness. Kia is also known for getting involved with entertainment, such as sponsoring the 2019 European League of Legends (LoL) Championship Series and up and coming K-Pop band BLACPINK. As 2020 comes to a close, Kia Motors continues to get involved with the community and connect with a younger generation.
It’s a smart play, anyone in the business world knows this. As the years go by, a new demographic is going to be dominating the automotive market. Generation Y and Gen Z will eventually be the only consumers automakers will have to appeal to, so why not get involved with similar interests? As mentioned, since 2019, Kia has been sponsoring the LoL, and starting next year (2021), Kia has a multi-year naming sponsorship with DAMWON Gaming, the winner of the 2020 LoL World Championship. Playing under the name of DWG Kia going forward, the team will be getting new logos and uniforms along with many numerous marketing campaigns between DWG and the Kia brand for sweet exposure and possibly more sponsors.
Does anyone remember MoceanLab (pronounced as it sounds, Motion-Lab)? It’s an experiment of sorts started by Kia Motors, and largely the Hyundai Motor Group, in California, aimed at launching its own fleet of self-driving cars via a car sharing program that will basically give Hyundai its own autonomous ride-hailing network. We last heard about this MoceanLab was in November 2019. After the holidays, COVID-19 started to quickly spread, and the pandemic did a number on a lot of industries, including the automotive industry. Kia Motors was quick to bounce back and get started on the development of new vehicles for a post-pandemic world, including micro EVs and Purpose-Built Vehicles. Becoming part of the solution, Kia Motors has also joined many automakers and organizations in aiding its community in its COVID-19 relief efforts, and Kia Motors continues to push forward by providing eco-friendly transportation to frontline personnel through its mobility service venture – MoceanLab.
“We recognized the critical need for safe and hygienic transportation during the pandemic, and wanted to offer an innovative mobility solution, particularly for frontline workers…We are pleased that MoceanLab’s ‘LA Heroes Fleet’ is contributing to the city’s fight against COVID-19, and we will continue to work closely with the City of Los Angeles to find more opportunities to make a positive impact in the region.” – Kyounglim Yun, Executive Vice President and Head of Open Innovation Strategy Division of Hyundai Motor Group