Innovation has been at the core of the automotive industry. KIA has decided to go with a futuristic image by changing its name and adopting a new badge. It's no longer KIA Motors; it's now called KIA. They have readjusted their focus from merely making cars to becoming the mobility brand of the future.
In the last few years, automakers have been moving towards electrification, and automotive journalists predicted 2020 to be the year of EVs. However, the pandemic forced automakers to defer their EV development plans. Early this year, Kia stirred the market by announcing its plans to release a full lineup of EVs within the next six years.
How KIA Reinvents Itself
Kia tells the world of its transformation by dropping ‘Motors’ from its name, but not only that. So what else is new with KIA?
New Slogan that Inspires
Their slogan ‘Power to Surprise’ now reads ‘Movement that Inspires,’ which aims to inspire KIA workers. According to the automaker’s head of Global Brand & Customer Experience, the new directions will inspire their people to work for KIA to the benefit of customers.
KIA Adopts a New Logo
Kia rebranding started with the new logo's unveiling, which was done on January 6, 2021. They described the new logo as a representation of the company’s goal of becoming an icon for innovation. The unveiling was grand, setting a new Guinness World Record for 'Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously.'
Back to KIA's new logo: the company says they took a two-sided approach in coming up with it. The first was the symmetry, which they say is meant to show their stability and commitment towards the future. The upstroke on K and A indicates their commitment to high standards in their cars.
Interesting Fact: KIA will use the new logo on a global model soon. The available details describe the new models to be all-electric and will share the E-GMP platform with the new Hyundai Ioniq 5 crossover EV.
All-EV Lineup in the Works
The Kia EV will have a range of over 500 km and a 20-minute high-speed charging time. They see this as the first step in their long-term strategy to enter the now-booming electric car market. The South Korean carmaker plans on a 7-model EV lineup by 2027.
Entry to the PBV Market
The company plans to enter the purpose-built vehicle (PBV) market. A PBV is a car that is focused more on the passenger experience than the driver. They come with amenities like swivelling captain's chairs (so passengers can sit facing each other), large tables, and increased leg space for maximum passenger comfort.
According to their projections, the demand in e-commerce and car-sharing industries will see the segment growing five-fold by 2030. They will target corporates first before expanding to the car-sharing space, and delivery PBVs are also in the pipeline.
Kia’s Focus: The Future
KIA is not here to play; its transformation aims to leave a mark in the auto industry. They started by winning the 2020 Car of the Year award with the Telluride SUV. Their unconventional approach to design is also giving them worldwide attention: like Kia’s signature car grille, the tiger nose. Thanks to their design language under Peter Schreyer’s influence, KIA received accolades for its unique vehicle designs in 2017, 2018, and 2019.
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