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.

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Treasure Island will serve as San Francisco’s proving grounds for road pricing that adjusts in response to traffic conditions, as the city looks to minimize Bay Bridge car congestion generated by residents expected to move to the development site. When the first housing units on the artificial mid-bay island, formerly owned by the Navy, are occupied in 2019, the SF County Transportation […]