Kia Teases Its 13th Super Bowl Ad With All-Electric EV6, Robot Dog


Super Bowl LVI is a few weeks away, and automakers are starting the hype train for their expensive commercials. Kia released the first teaser for its commercial that will air during the big game on Sunday, February 13, and showcased the all-electric Kia EV6 crossover and the little robot dog that could star in it.

“The 13th Kia Super Bowl advert is at the heart of a comprehensive marketing campaign that will include a digital, social, out-of-home and very special CSR program in partnership with The Petfinder Foundation,” said Kia America vice president of marketing, Bet Russell.

Kia didn’t specify what, or who, we should see in the ad. However, Kia also announced that it is forming a partnership with the charity Petfinder Foundation, which can explain about the robo-dog in the teaser photo. The two of them will provide a “Kia Pet Adoption Grant” to help shelter animals find their forever home. More details will arrive before the big game night kickoff.

The Kia EV6 will start arriving at dealerships in a few weeks, so placing it in a commercial center makes a lot of sense for Kia. The EV6 is the brand’s first model launched under the new Plan S strategy focused on electrification for the future. The car comes in a number of configurations, though the EV6 GT is the hottest of all, spitting out 577 horsepower (430 kilowatts) and 546 pound-feet (740 Newton-meters) of torque.

When the EV6 goes on sale in the US, prices will start at $42,115, including a $1,215 destination fee but not a federal tax credit. The inclusion of the dog is interesting because Hyundai Motor Group bought Boston Dynamics in late 2020, and the company has already previewed its vision of a robot-filled future. Maybe we’ll see the evolution of the dream in a few weeks?


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