After years watching utes climb the top-car poll, Kia has finally bitten the LCV bullet. The new Kia Ute, yet to break cover, is being advertised using sporting faces in a pub setting.

Of the top-10 cars, 8 are LCV or SUV models, confirming Australia’s love affair with the passenger car is over. The top 2 vehicles, Ranger and Hilux, are utes (aka Light Commercial Vehicle). The Isuzu ute comes in at number 4, so Kia has cajoled the Korean HQ into bringing in the “most Australian Kia ever”.

The model is in final development ahead of its 2025 launch. Kia Australia has opened expressions of interest without revealing specifications or the model name. It is whipping up excitement in the same way the very first Commodore ad, whose catchline was, “Commodore is coming,” without revealing what a “commodore” was.

The ad places sports stars of the past in a pub, talking about what to name the new Kia ute, while weaving their own credentials into the conversation.

Kia Ute – new Australian ad features sports personalities 

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ABOVE: Kia Ute ad

Kia Australia Chief Executive Officer, Damien Meredith said, “Kia Australia has always been very candid about our desire to bring a Light Commercial Vehicle to the local market, so it is with great excitement that we are taking an important step towards it becoming a reality.”

 

“We are now officially taking Expressions of Interest (EOI) on the Kia Australia website, for both private and fleet customers, and we invite all ute-loving Australians to sign up and join us on the journey.”

 

“As an incentive, the EOI group will be kept up to date of the latest news and developments from now, right up until its Australian launch in 2025.”

 

“This includes an extensive local ride and handling program, covering tens of thousands of unrelenting Aussie kilometres, to ensure it meets the hard-working requirements of the Aussie public.”

 

A pub might seem a strange place to set a staged debate on the noteworthiness of a new motor vehicle, but apparently people talk when they get a little tipsy, including sports personalities. “The campaign is arguably the biggest cast of famous faces in an Australian TV commercial, boasting between them 29 Premierships, four Paralympic gold medals, four World Championships, 26 Grand Slams, 1 Golden Slam, three Melbourne Cups, six sporting captains, two Australians of the Year, two Young Australians of the Year and nine Hall of Fame entrants,” says Kia.

 

After viewing the ad, there is certainly no doubt it is Australian.

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