Used-car platform company K Car said Tuesday it has launched its new 2026 brand campaign, “People Who Put Cars First,” and selected Karina of the K-pop group aespa as its brand model.
Through the campaign, K Car said it aims to highlight its expertise as the No. 1 used-car company, emphasizing a message of “professional staff who do not compromise when it comes to cars” and a platform for people who value and care for their vehicles.
The company said the campaign reflects its direct-operation model, in which it buys vehicles itself and takes responsibility from inspection and sales through post-sale support, portraying employees as “people who put cars first.”
K Car said the campaign uses a simple, witty setup to draw attention. In the video, even as the popular, trend-setting Karina walks by, K Car employees keep their eyes on a car, humorously underscoring an attitude of putting cars ahead of Karina.
The campaign will run across TV, YouTube and other digital platforms, as well as K Car’s app and website.
To mark the launch, K Car said it will run a promotion through March 31 called “Super Week” with total benefits of 5 billion won, offering discounts, free delivery and free quality-warranty coverage to reduce customers’ purchase burden.
The promotion includes: a “Weekly Special Price” discount of up to 5 million won; a nationwide free-delivery “Home Service Time Deal”; a “KW6 Free Special” offering warranty repair benefits of up to 10 million won; and a “KW3 Free Special” offering warranty repair benefits of up to 5 million won.
K Car CEO Jeong In-guk said the campaign was designed to help consumers easily relate to the idea that K Car is a company where people who value and love cars come together. “Based on uncompromising expertise, we will work to repay customer trust,” he said.
* This article has been translated by AI.
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