Kia Europe has debuted “The Power of Firsts,” a multi-channel marketing campaign timed to the rollout of the EV2, the automaker’s smallest and most affordable electric vehicle. The campaign spans television, cinema, digital platforms, print, and social media across European markets.
The EV2 starts at €26,600 (approximately $31,100 USD) in Germany. It offers two battery options and up to 281 miles of WLTP range in its long-range configuration.
Highlights
- European campaign launch: “The Power of Firsts” is a 360-degree marketing push developed with agency INNOCEAN Berlin, spanning TV, cinema, print, digital, and social platforms.
- EV2 pricing undercuts expectations: German orders opened at €26,600 (~$31,100 USD), below earlier estimates of €30,000-plus.
- Two battery options: A 42.2 kWh standard-range pack delivers up to 197 miles WLTP. A 61 kWh long-range pack offers up to 281 miles WLTP.
- Second campaign phase planned: Creator-led social content collaborations are scheduled for summer 2026.
Campaign Strategy and Execution
The campaign uses emotionally driven storytelling rather than spec-sheet marketing. A series of short vignettes depicts personal milestones, with the EV2 appearing as a backdrop rather than the central focus. Kia described the approach as an attempt to connect with new customer segments beyond its existing buyer base.
“The EV2 represents a significant step in broadening access to electric mobility within Kia’s line-up,” said David Hilbert, Marketing Director at Kia Europe. “With ‘The Power of Firsts’, we want to place the focus on the human experience. The campaign positions the EV2 as a companion to meaningful first moments and demonstrates Kia’s ambition to connect with customers in an authentic, meaningful way that reflects how they live today.”
“A campaign of this nature is, coincidentally, a first for Kia,” added Gabriel Mattar, CCO at INNOCEAN Berlin. “It evolves over time, going from a traditional film to a social second chapter. A testimony of Kia’s constant search for innovation and inspiration in everything they do.”
The modular campaign structure allows adaptation across formats and markets. A second phase in summer 2026 will feature content creators revisiting personal milestones with the EV2 integrated into their narratives.
EV2 Product Overview
The EV2 is a B-segment subcompact crossover SUV measuring 4,060 mm long. It rides on Kia’s E-GMP platform with 400-volt architecture and is built at the company’s Žilina, Slovakia, plant.
Key specifications include:
- Battery options: 42.2 kWh (standard range) and 61 kWh (long range)
- WLTP range: Up to 197 miles (standard) and 281 miles (long range)
- DC fast charging: 10% to 80% in approximately 30 minutes
- Power output: 145 hp (standard range), 134 hp (long range)
- Interior: Triple-screen ccNC infotainment system with dual 12.3-inch displays and a 5.3-inch climate control screen
- Features: Vehicle-to-Load (V2L), Plug & Charge, wireless Apple CarPlay and Android Auto, over-the-air updates
Note: WLTP range figures are manufacturer estimates based on European testing standards. EPA-certified figures are not available, and real-world range will vary based on driving conditions.
Competitive Positioning
The EV2 slots below the EV3 in Kia’s electric lineup and competes directly with the Renault 5 E-Tech, Volkswagen ID.Polo, and Jeep Avenger Electric. At its German launch price, it undercuts several competitors while offering longer range and a more comprehensive technology package.
In the UK, pricing starts at £24,245 after a £3,750 Kia discount applied in anticipation of government EV grant eligibility. Standard-range models are expected to deliver first, with long-range variants following from summer 2026.
The EV2 is a Europe-only model. Kia has not announced plans to sell it in the United States.
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