The EV6 isn't merely another new model for Kia, it represents a step-change in technology, design and brand positioning. The first model to wear Kia’s new brand identity, EV6 needed to show the world that Kia is not just competing in the premium EV segment, but leading it.
Our job with The Electric Experience was to invite customers to a product launch with high production values, unprecedented access to a prototype car and a detailed and engaging presentation. What made this launch significant is that we conducted it at every retail dealership in the UK, democratising this type of high-profile launch to all corners of the country.
Our proposition was based around creating an immersive audio-visual experience to build anticipation and hype, before revealing the car under a crescendo of noise, digital visualisations and smoke. This was then followed by an engaging presentation by one of our trained Product Presenters, who invited customers to explore the car and ask questions. With Kia breaking new ground for the brand with EV6, we had a significant target of conquest customers, who needed convincing that this was indeed a serious competitor in the premium segment.
The EV6 is built on Kia-Hyundai’s e-GMP platform – aground-up EV architecture with innovation and performance at its core. With 77.4kWh of usable battery capacity and a choice of rear- or all-wheel-drive, plus a 577bhp GT version coming in 2022, the car has the technical specifications to ably compete with Tesla, VW, Audi and other premium manufacturers. Standard equipment includes 19-inch alloys, LED headlights, leather upholstery, heated front seats, twin 12.3-inch curved displays, integrated sat-nav, a reversing camera and Apple CarPlay / Android Auto connectivity.
This combination of class-leading tech, performance and all-important range is compelling, yet our biggest hurdle remained the badge – convincing customers to consider Kia alongside the established players in a fiercely competitive segment of the market.