Kia’s Tribes of Arabia Series Showcases Tasman’s Capabilities Across Diverse Terrains

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.

FAQs

Which terrains are featured in the series?Mountain trails, urban roads, sandy deserts, and marshlands in UAE, Saudi Arabia, Kuwait, and Iraq.

Where can I watch the series?Episodes are available on Kia’s official YouTube channel, with new ones released every two weeks.

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