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The Australian Open has begun down in Melbourne, Australia, and Kia is sponsoring it for the 25th year in a row. As it has done in recent years, it’s featuring its electric vehicle models as part of this. This year’s theme is “Move Different,” which can’t be the most exciting theme phrase it’s ever come up with, but it’s something.
Electric vehicles are actually pickup up in popularity quite fast in Australia, perhaps because of how devastating various climate disasters are in the country. In December, 17% of new vehicle sales were plugin vehicle sales, and 10% of sales were pure battery-electric vehicle (BEV) sales.
KIA fleet handover during Opening Week prior to the 2026 Australian Open Wednesday, January 14, 2026. Photo by TENNIS AUSTRALIA/AARON FRANCIS
For the Australian Open, one of the four major tennis tournaments of the year, Kia is going to have 55 electric vehicles and 75 hybrids providing transportation for the hundreds of players. That includes 30 Kia EV9 SUVs and 25 Kia EV5 crossovers. It is lame, though, that the company will be using more hybrids than EVs. But this is the highest proportion EVs have ever held (40%) in Kia’s support for the Australian Open.
“The initiative highlights Kia’s leadership in electrification, introduces PV5 Cargo, and delivers exclusive fan experiences featuring Kia’s global brand ambassador Rafael Nadal,” Kia just announced.
Kia PV5 Cargo
The Kia EV4 will be the hero model at the event this year, and Kia will present Nadal with a special EV9 Art Car on January 31.
Kia will also be showcasing the PV5 Cargo, “the brand’s first all-electric Platform Beyond Vehicle (PBV) designed for versatility and sustainability. The PV5 was named the 2026 International Van of the Year (IVOTY), the most prestigious award for light commercial vehicles.”
Kia is also displaying the EV4, EV5, EV6, and EV9 at Melbourne Park. “Visitors can explore EV showcase booths featuring interactive technology displays and sustainability insights. The campaign highlights the EV4, Kia’s latest global electric vehicle, reflecting the brand’s commitment to expanding sustainable mobility options.”
Photo by TENNIS AUSTRALIA/AARON FRANCIS
January 14: Marat Safin and Damian Oliver sign a KIA. Photo by TENNIS AUSTRALIA/FIONA HAMILTON
I have to assume this campaign will lead to many more EV sales in Australia. People driving or riding in EVs for the first time are often blown away by the better drive quality experience.
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