When it comes to stirring up controversy and commanding attention, Tesla CEO Elon Musk is a master of the game. But this time, Kia has managed to steal the spotlight in one of Tesla’s most significant markets—Norway. And they did it in the most unexpected way: by taking a playful jab at Musk himself.
Trolling Musk in Public
In what can only be described as a brilliant marketing stunt, Kia Norge (Kia’s Norwegian branch) took a direct shot at Musk through a cheeky advertisement. They posted a now-deleted Instagram post featuring their upcoming 300-mile range Kia EV3, complete with a bumper sticker that read:
“I bought this after Elon went crazy.”
This is a clear nod to the viral “I bought this before Elon went crazy” stickers that some Tesla owners proudly displayed after the U.S. presidential election, protesting Musk’s increasingly polarizing behavior.
However, Kia’s joke didn’t sit well with Tesla loyalists. The post quickly attracted backlash, with many calling the move unprofessional and desperate. Musk himself even responded on X (formerly Twitter), questioning whether the post was real. In response to the growing controversy, Kia Norge removed the post—but by then, the internet had already taken notice.
Public Reaction (Love It or Hate It?)
While die-hard Tesla fans were furious, much of the internet found the stunt hilarious. The move not only sparked debate but also gave Kia a surge in brand visibility—exactly what any clever marketing team hopes for.
This wasn’t just a one-time stunt either. Kia’s Finland division also joined in on the fun by taking out a front-page ad in the country’s largest newspaper, Helsingin Sanomat. The ad played on a Finnish phrase, replacing the word for “life” (elo) with “Elon,” turning it into a subtle dig at Musk’s political influence and behavior. The ad encouraged Finns concerned about purchasing an American EV to check out the Kia EV4 at an upcoming auto show in Helsinki.
At first glance, trolling the CEO of the world’s most famous EV company might seem like a risky move. But in reality, it’s a calculated strategy. Here’s why:
🔹 Musk’s Influence is a Double-Edged Sword – While Tesla has built a devoted fanbase, Musk’s controversial tweets, political comments, and erratic decisions have alienated many potential buyers. Kia saw an opportunity to tap into this growing discontent.
🔹 Tesla’s Reputation is Changing – Tesla was once the undisputed king of EVs, but increasing competition from automakers like Kia, Ford, and Volkswagen is chipping away at its dominance. Musk’s personal brand issues only make it easier for rivals to lure customers away.
🔹 Kia is Positioning Itself as the ‘Sane Alternative’ – By making fun of Musk, Kia is positioning itself as the logical, drama-free EV choice for buyers who want cutting-edge tech without the controversy.
Musk’s charisma and bold vision turned Tesla into a powerhouse. But as his public persona becomes more divisive, Tesla is starting to feel the impact. Sales are showing signs of slowing down, and more EV buyers are considering alternatives.
Kia, along with other automakers, knows this. By leaning into the narrative that Musk’s antics are driving people away from Tesla, they’re making a strong case for their own EV lineup.
Did Kia Just Win the EV Marketing Game?
Kia’s cheeky trolling might seem like just a joke, but it’s a brilliant marketing move. By targeting dissatisfied Tesla owners, Kia has not only grabbed headlines but also positioned itself as a serious competitor in the EV space.
The question now is: Will other automakers follow suit? If Tesla’s sales continue to face challenges, we might see even more brands taking bold swings at Elon Musk’s influence over the EV industry.
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