Kia's Bold Marketing Move: Ads in Norway and Finland Target Elon Musk

Kia launched provocative ads in Norway and Finland, mocking Elon Musk. The campaign stirred controversy among Tesla fans while highlighting shifts in the EV market. Read more about the reaction and implications.

Kia isn't afraid to take a jab—even if it ruffles some Tesla fans' feathers. In Norway and Finland, the automaker launched a bold ad campaign that pokes fun at Elon Musk while subtly hinting at shifting consumer preferences in the EV market.

It all started with an Instagram post from Kia Norge, showcasing its new EV3 with a bumper sticker that read: "I bought this after Elon went crazy." The phrase is a direct reference to the viral "I bought this before Elon went crazy" stickers, which gained traction among ex-Tesla owners frustrated with Musk’s political antics. However, the post quickly disappeared—likely due to an influx of angry comments from Tesla loyalists.

Kia Finland took things a step further, placing an ad on the front page of the country’s biggest newspaper, Helsingin Sanomat. The ad played on the Finnish phrase "Voi näitä elo päiviä" (which roughly translates to "Oh, these times we’re living in"), but swapped "elo" ("life") with "Elon," turning it into a pointed remark about Musk’s growing political controversies. The message was clear: if Musk's behavior makes you reconsider buying an American car, perhaps you should take a look at Kia’s EV4, which the company is heavily promoting in the region.

The response was swift and polarized. Tesla fans were outraged, calling the campaign unprofessional and desperate, while Musk himself reacted with disbelief, questioning whether the ads were even real. But on the other side of the internet, many found it hilarious and on point, especially given Tesla’s declining sales in Europe.

And that’s where things get even more interesting. Tesla has been losing ground in the European market. In the first half of 2024, its sales dropped from 185,200 to 161,300 units, with its market share shrinking from 19.8% to 17.2%. By January 2025, the numbers took an even sharper dive: sales in Germany plunged by 59%, while in France, they fell by 63%. Model Y, once the region’s best-selling EV, has now been overtaken by competitors.

The reason? Musk’s personal image is increasingly becoming a liability. Some European companies, including Rossmann and LichtBlick, have removed Tesla from their corporate fleets. Meanwhile, a segment of former Tesla enthusiasts is now looking at alternatives—like Kia, which seems to be capitalizing on the shift at exactly the right moment.

So, was Kia’s campaign a success? At the very least, it achieved what every marketing team dreams of: stirring emotions and grabbing attention. The real question is whether this translates into sales—or if it’s just another viral moment that will soon fade away.

Source: insideevs.com