The EV market is all-parts-nuts right now, and that competition is about to get real. Once a loner up front, Tesla now has to contend with brands like Kia.

The Instagram post has gone viral, given that it has made many laugh and chat about it online.

Kia then took its campaign to Finland, where it bought a newspaper ad that alluded to Musk’s controversies.

The response to Kia’s ad tactic has been mixed. While some view it as innovative and timely, others fear it might backfire.

But as the EV market heats up, controversy management is key for brands like Kia.

So as we go forward here, perhaps Kia has a PR strategy for EVs to unveil.