Kia Middle East and Africa has unveiled Tribes of Arabia, a cinematic road trip series celebrating the launch of its new mid-size pickup truck, the Kia Tasman. Spanning five episodes, the series journeys across the Arabian Peninsula, capturing a cultural tapestry of ancient tribal legacies while showcasing the Tasman’s off-road prowess and modern engineering.
From the mountains of Ras Al Khaimah in the UAE to the marshes of southern Iraq, Tribes of Arabia charts a bold path that merges automotive adventure with cultural immersion. Developed in partnership with Innocean MEA and McCann Content Studios, and directed by Neel Kumar, the documentary follows three popular content creators—Eisa Alhabib, Abdulaziz Alfudhaili, and Hamed AlDaour—as they navigate some of the region’s most remote and storied landscapes.
Each episode is anchored around a tribe and their enduring heritage, with the Tasman acting as the team’s transport and connector. In Ras Al Khaimah, the journey begins with the Shihuh tribe, famed for their highland chants and resilience. The Tasman’s Rock terrain mode enabled the team to traverse jagged mountains with ease, reflecting the vehicle’s agile handling.
In Saudi Arabia, the series shifts to urban and highland environments. In Jizan, the Asir tribes welcome the crew with floral crowns and poetry, while in Riyadh’s historic Diriyah, the weaving craft of the Shammar women takes centre stage. Here, the Tasman demonstrates its smooth city performance, showcasing its adaptability beyond the rugged.
Kuwait’s vast desert provides a contrasting challenge as the team visits camel farms near the Shammar tribe’s traditional grounds. Dune bashing under the scorching sun gave the Tasman’s Desert terrain mode a chance to shine, mastering soft sands without hesitation.
The final leg leads to Basra, Iraq, where the Marsh Arabs of the Al-Ahwar wetlands preserve their way of life among ancient reed houses. Driving through muddy, waterlogged paths, the Tasman’s Mud terrain mode reinforced its off-road credibility in challenging wet conditions.
“This is more than just a vehicle launch,” said Jimmy Chamata, Head of Marketing at Kia Middle East and Africa. “Tribes of Arabia is a cultural project that connects tradition and innovation. The Tasman is not just about power—it’s about possibility, and this series showcases how the vehicle moves seamlessly between heritage and modernity.”
Kia positions the Tasman as a disruptor in the pickup segment, blending bold design, advanced safety features, and smart technology. Designed for both professionals and explorers, the Tasman supports industry-first customization and boasts the DNA of over 20 years of Kia’s off-road research.
With Tribes of Arabia, Kia not only introduces a vehicle—it crafts a narrative. Through breathtaking visuals and authentic encounters, the series paints a picture of the Arabian Peninsula’s past and future, with the Tasman as a bridge between the two.
