Kia Car Ad Touts Bike-Friendly Attitude

A new Canadian television ad for the Kia Sportage, filmed in San Francisco’s Financial District, markets an attitude of acceptance about the responsibility of sharing the road with bicycles. It’s quite a contrast from the conventional image of cars as an embodiment of power and dominance.

While the ad encourages drivers to share the road, it still reassures them that the car is “perfectly capable of ‘owning'” it, and its slogan suggesting that driving is a part of any real change does sound a lot like greenwashing.

It is refreshing, however, to see a car manufacturer’s marketing strategy that acknowledges the impacts of automobiles on the safety of cycling and prominently features San Francisco’s sharrow markings.

  • Mark D.

    Still not gung-ho about the mode of transportation that is the automobile (not talking about people here), but I like this reference to “co-existing”. Bikes and cars definitely will need to exist together for the time being.

  • Shannon T

    Greenwashing or not, it’s nice to see the “share the road” message directed at drivers. Until people who drive start to change their behaviors, even the most law-abiding, safety-conscious people on bikes are at risk.


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