Kia Middle East and Africa has launched a five-part docu-series titled “Tribes of Arabia” to mark the regional debut of its first-ever mid-size pickup truck, the Kia Tasman. The series travels across the Arabian Peninsula, blending cultural storytelling with automotive performance to highlight the Tasman’s real-world versatility.
Docu-Series Bridges Culture and Automotive Design
Kia’s “Tribes of Arabia” series offers an in-depth look at local traditions while demonstrating the Tasman’s adaptability.
- Features five episodes across the UAE, Saudi Arabia, Kuwait, and Iraq
- Explores tribal customs, craftsmanship, and landscapes
- Highlights Tasman’s multi-terrain performance
Each episode introduces a different tribe and region, filmed in varied environments from mountains to wetlands. The series positions the Tasman as a vehicle designed not only for work but also for cultural connection and exploration.
Real-World Testing of the Tasman in Varied Terrains
The series allows Kia to showcase the Tasman’s terrain-specific capabilities in real driving scenarios.
- Rock terrain mode tested in Ras Al Khaimah’s mountains
- Urban driving in Saudi Arabia emphasises on-road comfort
- The desert mode in Kuwait demonstrates dune capability
- Mud mode handles Iraq’s wet marshlands
This setup confirms the Tasman’s engineered reliability across challenging environments. Each terrain mode is purpose-built, showing its range for both professional and recreational use.
Content Creators Lead the Cultural Road Trip
Influencers play a key role in documenting and narrating the journey.
- Eisa Alhabib, Abdulaziz Alfudhaili, and Hamed AlDaour are the primary hosts
- They interact directly with local tribes and share their histories
- Provides a human element to the Tasman’s technical showcase
Their participation lends credibility and relatability, turning the series into an experiential marketing campaign rather than a conventional product launch.
Tasman: More Than Just a Pickup Truck
Kia uses the series to emphasise the Tasman’s disruptive position in the pickup market.
- Combines off-road DNA with modern design and tech
- Designed for both professionals and leisure users
- Offers custom configurations via an online platform
With roots in over 20 years of development, the Tasman redefines pickup utility through technology and comfort. It’s framed not as a workhorse but as a lifestyle solution.
Creative Execution and Future Rollout
Production and distribution choices reflect Kia’s aim to reach digital-native audiences.
- Developed by Innocean MEA and McCann Content Studios
- Directed by Neel Kumar
- Episodes are released bi-weekly on YouTube
This digital-first strategy aligns with the viewing habits of younger, tech-savvy consumers who value authenticity and content driven by story.
Summary
“Tribes of Arabia” merges culture, landscape, and mobility in a documentary that serves both narrative and promotional purposes. The Kia Tasman is presented as a reliable, adaptable vehicle capable of navigating diverse conditions while resonating with a modern audience.
