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If you watched the Super Bowl and all of its commercials on Sunday, you might’ve noticed a trend. Almost all of the many automotive commercials that ran were for an electric vehicle. In total, seven different automotive brands ran eight ads, and six of them were completely EV-based. However, one make and model saw a massive jump in searches online following its Super Bowl ad: the Kia EV6 electric crossover.

Kia EV6 EV Super Bowl commercial

Was it the car or the dog? Most people probably noticed the adorable robot dog that followed the Kia EV6 around during the commercial. Is that what made them look up the new electric crossover? It’s possible and wouldn’t be the first time a cute animal was used for marketing purposes successfully. A popular song, a cute robot animal, and a funny premise make for a great Super Bowl ad.

Nothing in marketing works unless the product is good to begin. Since the Kia EV6 looks so good, the automaker provided some great shots of it parked on the street and driving. Even a clip of the owner (actor) plugging the charging cord into the crossover. In the end, the robot dog ran out of batteries right before reaching the EV6. Fortunately, the owner was able to recharge the dog with the EV6 charger, and the pair drove off together as friends.

How many searches did the Kia EV6 get post Super Bowl?

A silver 2022 Kia EV6, EV Super Bowl commercials surged the search volume for the electric crossover.
2022 Kia EV6 | Kia Media

We’ve all heard stories of how costly running an ad during the Super Bowl is. It’s one of the most viewed media pieces in the world every year. Millions of people seeing the ad are pretty much guaranteed, but is it worth the price? For Kia, the EV6 proved highly beneficial during the big game. Let’s just say the Las Angeles Rams aren’t the only ones who won that day.

Before the commercial, the Kia EV6 was getting steady traffic online, but nothing like this. The automaker saw a 921% increase in searches on the Cars.com website during and after the game. Compared to other models that aired commercials on Sunday, Kia’s new electric crossover topped the charts.

How much traffic did other EV Super Bowl commercials generate?

A brown robot dog sticking its head out of a 2022 Kia EV6, EV Super Bowl commercials surged the search volume for the electric crossover.
Robo Dog | Kia

While Kia received the best numbers thanks to its EV and a robot dog, other brands didn’t do too badly either. According to Market Watch, Cars.com received a 782% boost in searches for the BMW iX thanks to the commercial featuring Arnold Schwarzenegger as Zeus. Thanks to a Super Bowl ad, other automaker brands’ search traffic increased by the following percentages.

  • 341% for Toyota’s Jones Tundra race.
  • 120% for Nissan’s Ariya and Z action movie commercial with Eugene Levy, Dave Bautista, and more.
  • 58% for Chevrolet’s recreation of the Sopranos. Also, a 115% search boost specifically for the Chevy Silverado EV.
  • 187% search boost for all GM EVs combined, thanks to the Mike Myers Dr Evil character from Austin Powers making an appearance alongside Rob Lowe, Seth Green, and more.

When will the Kia EV6 be available?

The all-new Kia EV6 electric crossover is set to release in the United States over the next few weeks. Fortunately, the model is already available on the automaker’s website for building and pricing. Since reservations are open, we expect production to be in progress, and hopefully, enough will be ready by launch day. That’s how EV Super Bowl commercials led to a massive surge in search volume for the Kia EV6 electric crossover SUV.

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2022 Kia EV6: Availability, Price, and Specs

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Section Editor - SUVs

Tim Harding

Having spent half a decade managing the reconditioning and marketing processes for upwards of 400 vehicles monthly, Tim is no stranger to the automotive industry. He has a deep understanding of the many different types of vehicles on the road today and brings to the table valuable insight into the industry itself.

Tim earned an Associate’s in English and a Bachelor’s in Business Administration with a Marketing specialization from Ashford University. Tim joined MotorBiscuit as an Autos Writer in 2021, and his work can also be seen at Gamepur, Overtime Heroics, and Pro Game Guides.

Tim is most inspired by the constantly changing automotive industry. He looks forward to a future when cars, particularly electric vehicles, look and operate completely differently than they do today. Tim’s content draws on this inspiration while also providing MotorBiscuit readers with useful consumer advice.