Kia is turning the Times Square New Year’s Eve countdown into a rolling commercial for its all-new 2027 Telluride, using one of TV’s most watched minutes to relaunch its American flagship SUV.
At 11:59 p.m. on 31 December, the giant screen directly under the famous ball at One Times Square will hand over the final 60 seconds of 2025 to Kia’s second-generation Telluride and the team that builds it.
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A One Minute New Year’s Eve Showcase
For most of the final minute of the year, the digital countdown clock will be wrapped in visuals of the 2027 Telluride, highlighting its new exterior, “sanctuary” style cabin and updated tech and entertainment features. Kia calls it a “total takeover” of the clock, designed to make the SUV as much a part of the broadcast as the ball drop itself.
At the 20 second mark, the content switches from product to people. The display will salute team members from Kia Georgia in West Point, the plant that builds the Telluride, with some of those workers on site in Times Square when the ball drops. It is a neat way to underline that Kia’s big three row is both designed for the U.S. and assembled there.
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A Radically New 2027 Telluride Behind the Lights
Kia is spending this kind of money because the 2027 Telluride is more than just a facelift. Our first in person look showed a much bolder nose, reworked lighting, a more sculpted profile and a cabin that leans harder into upscale materials and tech. An available hybrid powertrain and a more serious X-Pro off road oriented trim expand the lineup beyond what the current generation offered.
If you want to see how far it has moved, the 2025 Kia Telluride vs 2027 Kia Telluride gallery makes the changes obvious. The new truck looks more upright and confident on the outside and more like a near luxury family hauler inside, which fits Kia’s goal of using the Telluride to anchor the top of its SUV range.
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What it Means for Telluride Shoppers
The Times Square splash also doubles as a handoff moment. The current 2025 Telluride remains on sale into 2026 with its proven V6 and familiar trims, and it is still possible to find deals as dealers clear space for the new generation.
Shoppers watching the ball drop who are not ready to wait can look at offers like current 2025 Telluride lease deals while they last, then decide whether the redesign and hybrid option are worth holding out for.
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