Talks With Teads | Kia On Driving Sustainable Innovation and Authentic Engagement

In this exciting episode of “Talks with Teads,” filmed live at the New York Auto Show, we’re joined by Russell Wagger, Vice President of Marketing at Kia. Set against the dynamic backdrop of the Javits Center and just above the bustling Media Post Auto Summit, Russell shares insights into Kia’s award-winning year and their progressive marketing strategies.

Key Topics Explored:

Celebrating Achievements and Community Impact

Russell began highlighting Kia’s recent accolades, reflecting on a successful year. He expressed pride in Kia’s “Accelerate the Good” CSR program, which has notably contributed over four and a half million dollars to charities, including $1.8 million to St. Jude’s Children’s Hospital. This initiative not only supports local communities but also deeply involves Kia’s dealerships to amplify their impact across all 750 localities.

Sustainability and Consumer Education

Discussing sustainability, Russell emphasized the importance of integrating sustainable practices at Kia, such as using recycled materials in vehicle interiors. With growing consumer interest in electric vehicles—42% of new car buyers are considering an EV—Kia is committed to educating consumers about sustainability in the context of automotive design and use. 

Russell articulated this commitment, saying, “Consumers are trying to understand what sustainability means for them and how much they should care. And I think that’s actually on the OEMs to educate them, and we’re taking that mission on as part of our global strategy. We have a combination of some new electric vehicles. We just revealed the K4, which is one of our newest gas engine vehicles. We’re giving choices to customers.”

Innovative Marketing Approaches: eSports and Diverse Markets

A particularly exciting venture for Kia is their recent foray into the eSports arena, recognizing the substantial, diverse audience it attracts, far beyond just teenagers. By engaging with eSports leagues and teams, Kia aims to connect with younger demographics in meaningful ways. Russell also discussed increasing efforts to reach Hispanic, Asian, and Black audiences through targeted marketing strategies, aiming to resonate through culturally relevant storytelling.

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