Kia is reinventing itself with new logo and strategy

Late last week the folks over at Kia announced that they’re reinventing their brand strategy and corporate mission – with a literal bang. The company presented its new logo to the world by commissioning a world-beating fireworks display.

Alongside this, Kia will also dropping ‘Motors’ from its corporate name as the brand transitions from a manufacturing-driven business model to creating new and exciting mobility products and services to its future customers. “Removing the ‘Motors’ from Kia’s corporate name shows our commitment to our long-term plan and business strategy,” said Ho Sung Song, Kia’s President, and CEO.

Unsurprisingly, Kia has a new slogan accompanying its new logo. For many years, Kia vehicles have proven their ‘Power to Surprise’ slogan by offering value-driven products across its line-up.

Now, Kia’s new ‘Movement that Inspires’ motto is clearly aiming for the future. “We want to go from being a company that people work for to a company that people feel inspired to work for,” said Artur Martins, Head of Global Brand & Customer Experience at Kia. Martins continued to add that consumers don’t relate themselves with brands only because of the products, but are based on the experience they have when they buy the car and when they own the car.

The desire to move and attract new ideas is reflected in Kia’s new logo, which drew its fair share of criticisms and praise upon launch. We like the new logo here at TWLFD, and it bodes well with Kia’s new brand identity headlined its latest offerings, including the award-winning Telluride SUV and K5 sedan. I’m also keen on driving the new Carnival (previously known as the Sedona), which might even be the first in South Africa to brandish Kia’s fresh and modern logo.

However, the first global model to bear Kia’s brand spanking new logo will be an all-electric crossover riding on a shared E-GMP platform with Hyundai’s Ioniq 5 crossover EV. Kia is planning to launch seven new all-electric vehicles by 2027 in an attempt to grab a 6.6-percent share of the global BEV market by 2025.

According to Kia, it’s next-gen electric vehicle will debut in the first quarter of 2021, promising over 500 kilometres of range and high-speed charging in under 20 minutes. Additionally, Kia is diversifying its core business to create eco-friendly mobility solutions in strategic regions worldwide.

The brand is currently developing a new lineup of Purpose-Built Vehicles (PBVs) for corporate clients. This segment is expected to grow five-fold by 2030, fuelled by rapid demand in the e-commerce and car-sharing industries.

At the moment, Hyundai owns a one-third stake in Kia and remains the brand’s largest stakeholder, although Kia retains ownership in more than 20 Hyundai subsidiaries.

After wowing the automotive landscape with its newest offerings, I’m expecting bigger and brighter things for the new Kia brand, particularly the 2022 Carnival arriving this year.

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Papi Mabele

Papi Mabele has a marketing background, he is a digital marketing expert with extensive experience in launching and building global brands in the emerging markets. Papi is also an avid tech writer, enthusiast and all round tech junkie. As a freelance writer and analyst he has been numerously published in Popular Mechanics (SA), GQ South Africa, Premier Magazine, Driven Magazine, Bloem News, Courant, The Weekly, Enthooze Magazine and PiE magazine amongst others.