- Kia Middle East and Africa’s “Tribes of Arabia”, a cinematic five-part series marks the regional debut of the Kia Tasman, the brand’s first-ever mid-size pickup truck.
- Each episode spotlights a different tribe and their customs, rituals, and way of life, from Ras Al Khaimah, UAE to Basra, Iraq, passing through Saudi Arabia and Kuwait .
- A first-of-its-kind cultural project by an automotive brand in the region, “Tribes of Arabia” portrays the Kia Tasman as a versatile, multi-dimensional disruptor, built for both modern adventurers and professionals.
Dubai, United Arab Emirates, July 1, 2025: In an exciting announcement, Kia Middle East and Africa unveils Tribes of Arabia, a cinematic, documentary-style road trip series that charts an unforgettable journey across the heart of the Arabian Peninsula. Created to mark the regional launch of the Kia Tasman, the five-part series merges cultural discovery with automotive adventure, showcasing the rugged performance, cutting-edge technology, and bold design of Kia’s first-ever mid-size pickup truck.
From the mountains of Ras Al Khaimah to the historic lands of Basra, Iraq, passing through Saudi Arabia and Kuwait,Tribes of Arabia takes viewers off the beaten path to connect with the region’s most enduring communities: its tribes. Through first-hand encounters, the series explores their traditions, rituals, and way of life, highlighting a rich cultural heritage shaped by both history and modernity.
Spanning vast deserts, towering mountains, and remote villages, the series follows three main characters, including automotive influencers & content creators Eisa Alhabib, Abdulaziz Alfudhaili, and Hamed AlDaour as they engage with each tribe, uncovering their unique stories, craftsmanship, and deep-rooted ties to the land. Each episode offers an intimate look at a different tribe and the legacy they continue to uphold.
Jimmy Chamata, Head of Marketing at Kia Middle East and Africa commented: “Tribes of Arabia is a first-of-its-kind cultural project, not just for Kia, but for the entire automotive industry in our region. We’re telling a story that’s deeply rooted in culture, resilience, and identity, and we are proud to authentically capture the rich tribal spirit of the Arabian Peninsula. At the heart of this journey is the Kia Tasman, our boldest statement yet. More than just an ordinary pickup, the Tasman represents a new kind of mobility: one that moves effortlessly between work and adventure, modernity and heritage, challenge and comfort. It’s designed for those who live life to the fullest.
“With its advanced safety features, smart technology, bold design and power that you can rely on, the Tasman is creating a new culture around what a pickup can be. And Tribes of Arabia is the perfect stage to introduce that vision to the region, and the world.”
Spanning five powerful episodes, Tribes of Arabia follows the Kia Tasman across the UAE, Saudi Arabia, Kuwait, and Iraq to connect with five remarkable tribes and their living legacies.
In Ras Al Khaimah, UAE, the Shihuh tribe shares their mountainous chants and enduring spirit, echoing the Tasman’s rugged capabilities. The team navigated rocky mountain paths using the Tasman’s Rock terrain mode, showcasing its agility in rough terrain. In Jizan and Riyadh, Saudi Arabia, the focus turned to urban exploration as Eisa and Abdulaziz Alfudhaili encountered the flower-adorned tribes of the Asir region and the weaving heritage of the Shammar women, originally from Hail, whom the team met in Diriyah, Riyadh.
These journeys were taken on mostly urban roads, reflecting the Tasman’s smooth performance in city environments. In the outskirts of Kuwait City, the Tasman faced the vast desert landscape while visiting the Shammar tribe near their camel farms. Here, dune bashing across sandy terrain demonstrated the power of the Tasman’s Desert terrain mode, built for mastering soft surfaces. The final episode in Basra, Iraq, leads to the Al-Ahwar wetlands to meet the Marsh Arabs. As the team drove through muddy and wet terrain near the marshlands, the Tasman’s Mud terrain mode proved powerful, reinforcing its capability in challenging, waterlogged conditions.
Along each path, the Kia Tasman proves itself as a bridge between past and present. The documentary captures the multi-dimensional nature of the Kia Tasman, which is designed for both work and adventure to push boundaries on weekdays while escaping them on the weekends.
Designed for modern adventurers and professionals, the vehicle emerges as a disruptor in the pickup segment by blending boldness with refinement, cutting-edge technology and industry-first customisation. Backed by two decades of Kia’s research and off-road DNA, the Tasman redefines what a pickup can be.
The campaign was brought to life by Innocean MEA (Marketing Agency) in collaboration with McCann Content Studios (Creative Agency) and directed by Neel Kumar.
The teaser and first episode are now available to view using the below links:
Teaser: https://www.youtube.com/watch?v=FhURXJcQPIs
Episode 1: https://www.youtube.com/watch?v=Xb-Lpwo9NwU
Subsequent episodes will be released bi-weekly.
Customers can visit https://kia-tasman.com/ to personalize their Tasman, selecting their preferred color, features, and configurations ahead of the official launch. For more information, please visit https://kia-tasman.com/
Kia Corporation
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Kia (www.kia.com) is a global mobility brand with a vision to create sustainable mobility solutions for consumers, communities, and societies around the world. Founded in 1944, Kia has been providing mobility solutions for more than 75 years. With 52,000 employees worldwide, a presence in more than 190 markets, and manufacturing facilities in six countries, the company today sells around three million vehicles a year. Kia is spearheading the popularization of electrified and battery electric vehicles and developing a growing range of mobility services, encouraging millions of people around the world to explore the best ways of getting around. The company’s brand slogan – ‘Movement that inspires’ – reflects Kia’s commitment to inspire consumers through its products and services.
For more information, visit the Kia Global Media Center at www.kianewscenter.com