Dispelling Outdated Perceptions

Car manufacturer Kia is shaking up the Finnish automotive market with a bold new strategy, urging drivers to rethink outdated perceptions when choosing their next car. Following the launch of its new EV3 electric vehicle last year, Kia’s distributor in Finland, Astara Finland, has launched a campaign reminding car buyers that premium brands, such as Mercedes-Benz, Audi, and Volvo, offer no technological advantage despite common misconceptions.

“Electric power has leveled the playing field for all car manufacturers. The well-known three-pointed star on the hood is no longer the same quality guarantee as in the combustion engine era, yet the market transformation hasn’t been reflected in pricing. So-called premium brands remain in a completely different price range despite no significant difference in electric car quality. Mercedes, Audi, and Volvo stand on equal ground with us, and our cars offer more value for money, particularly in terms of equipment,” says Miska Tammelin, CEO of Astara Northern Europe, which imports Kia in Finland.

The campaign’s first major push came right after Christmas with a bold front-page ad in Helsingin Sanomat, one of the Nordic’s leading media outlets. The ad showcased real marketplace listings for Mercedes-Benz, Volvo, and Audi merchandise, emphasizing that people are parting with branded swag and signaling a diminishing emotional attachment to premium car brands.

“Letting go of fan merchandise symbolizes change. Something significant must have happened when a 'Mercedes-Benz man' sells his Mercedes-Benz cap. He’s letting go of a part of what the brand means to him. More and more car buyers are becoming critical individuals who value price-to-quality ratios over brand prestige based on an old, dusty perception. We aim to nurture this shift as the automotive market continues to electrify,” Tammelin concludes.

Kia is unveiling its revamped brand strategy, which disrupts the premium car market in Finland and encourages consumers to make informed decisions. The targeted ads directly challenge premium car brands in Finland’s national media with bold headlines such as: 'Volvo is born EX,' 'ID is time to get behind the wheel of something new' (poking Volkswagen ID), and 'A gift idea for Volvo owners'—all featuring Kia EV3 visuals. Volvo EX30 is Kia's EV3 closest competitor in Finland.

“We want to help consumers understand that the electric vehicle market is completely different from the combustion engine era, whose outdated perceptions still linger. Many drivers remain loyal to brands based on past experiences, and our campaign aims to challenge those beliefs. The new Kia brand communication disrupts the premium segment and stands out in the traditionally conservative automotive industry,” says Niina Ahokas, Marketing Manager of Astara Finland.

With its new marketing campaign, Kia seeks to playfully challenge people to rethink the position of traditional premium brands in the market. Emotional attachment, rather than rationality, often plays a significant role in purchasing cars perceived as high-quality. Kia wants to usher in an era where new thinking is encouraged, even when choosing a car brand.

Kia’s EVs have won numerous accolades both in Finland and globally. The Kia EV3 was recently awarded Car of the Year in Finland 2025. Additionally, the Kia EV6 won European Car of the Year in 2022, and the Kia EV9 was named World Car of the Year in 2024.

Kia’s new brand concept was developed in collaboration with advertising agency Folk Finland.