Kia Sorento

Kia Sorento

Kia Motors America Inc. said it is passing on advertising in Super Bowl LV, following a decade-long run of marketing during the big game as more advertisers rejigger strategies this year.

The Irvine-based automaker said it will shift to a boost in spending around youth-related charities in keeping with a program it launched in 2019 called “Accelerate The Good.”

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Kia, along with Fountain Valley-based Hyundai Motor America Inc., said they would skip Super Bowl advertising this year to focus their marketing strategies elsewhere, joining a list of advertisers changing plans around the game.

The changes have also led to other marketers planning Super Bowl advertising debuts, including Newport Beach-based Chipotle Mexican Grill Inc. (NYSE: CMG), which bought time for a spot to air in the second quarter.