Kia Norway recently found itself in hot water after a controversial Instagram post mocking Tesla CEO Elon Musk sparked backlash from electric vehicle supporters on social media. The post, which has since been deleted, featured a Kia EV3 with a sticker that read, “I bought this after Elon went crazy.” This type of sticker has become popular among some Tesla owners who have grown disillusioned with Musk’s increasingly political nature and his involvement with the Department of Government Efficiency (DOGE).
The post quickly garnered attention globally but faced criticism from various quarters, including Tesla advocates and employees. Prominent Tesla advocate Sawyer Merritt, with over 800,000 followers on X, described the post as a “Bad look,” while others joked that Tesla Norway might retaliate by cutting off Kia’s access to Tesla Superchargers. Even Elon Musk himself reacted to the post on X, expressing disbelief, “They really did that?”
Tesla Senior Staff Engineer Yun-Ta Tsai also weighed in on the controversy, highlighting that Tesla never runs negative ads on other OEMs. Tsai emphasized the efforts made by Tesla to share its supercharging infrastructure with other OEM fleets, indirectly benefiting their customers. He criticized other OEMs for spending more time on negative ads targeting Tesla instead of focusing on their own customers.
In response to the backlash, Kia Norway’s Communications Manager Christian Lagaard explained that the Instagram post was meant to be a joke. Lagaard clarified that the post was an attempt at humor inspired by a social media trend, intended to showcase alternative electric vehicle options. However, he acknowledged that the humor may have been lost in translation and apologized for any offense caused. As a result, Kia Norway decided to remove the post to prevent further confusion or provocation.
In conclusion, the incident serves as a reminder of the power of social media and the importance of sensitivity in marketing communications. It highlights the fine line between humor and offense, especially in a competitive industry like electric vehicles. Kia Norway’s swift response to the backlash demonstrates a commitment to rectifying the situation and maintaining a positive brand image.