With the Super Bowl just two weeks away, Kia stands alone as the only automaker that has committed to running a commercial at this point.
The Korean brand, which has been a Super Bowl staple, will highlight the popular three-row Telluride. The utility vehicle has been freshened for the 2023 model year.
Kia sees the Super Bowl stage as a key piece in building awareness. It is pushing the Telluride during the game because the company "increased production in the [West Point, Ga.] plant, starting in September, by 20 percent, so we need to make sure we keep telling people to keep the demand," said Russell Wager, Kia America's vice president of marketing.