Kia has officially ushered in a new brand logo and slogan which represents the brand’s transformation.
Update: After its logo change, the Korean carmaker went on to announce its first all-electric vehicle will be launched soon and shared some teaser images of its future electrified family. Assembled on the same Electric Globabl Modular Platform (E-GMP) as the Hyundai Ioniq, the new Kia electric vehicle is said to have up to 500 km of range and feature fast-charging capability. Interestingly, this E-GMP platform is scalable and can be set up to be either rear-wheel drive or all-wheel drive.
There will be an entire portfolio of electric vehicles, with the Korean brand going the simple route when it comes to names. The range will comprise EV1 to EV9, and you can see the family in the teaser images. We can spot a compact SUV and a small city hatchback, and it's expected the new-generation of Kia's electrified products to be revealed in the first quarter of 2021. The goals are ambitious too, with Kia targeting a 6.6 percent share of the global BEV market by 2025, and global annual sales of 500,000 BEVs by 2026.
Kia now has a new-look corporate logo and a new slogan to boot, all in the name of transformation.
Kia aims to establish a leadership position in the automotive industry at large and an overhaul of its corporate identity was deemed necessary as the brand embarks on its transformation. Kia’s new brand strategy including its new brand purpose and philosophy will be revealed on 15 January 2021 via Kia’s Youtube channel.
The new logo and slogan reveal forms part of Kia’s ‘Plan S’, which is a long-term business strategy that broadly-speaking aims to position Kia as a leading global automaker while also popularising electric vehicles and introducing a broad range of mobility services to markets all over the world,
Kia’s new slogan is ‘Movement that inspires’ which replaces the outgoing ‘The Power to Surprise’. The new logo is said to resemble a handwritten signature with a rhymical, unbroken line that is meant to convey inspiration and confidence while the rising gestures of the logo represent the rising ambitions of the brand and its new customer offering.
“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation”, said Ho Sung Song, Kia’s President and CEO. “The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes. Our new logo represents our desire to inspire customers as their mobility needs evolve, and for our employees to rise to the challenges we face in a fast-changing industry.”
The new Kia logo and slogan were unveiled in spectacular fashion in Incheon, Korea, where 303 pyrodrones launched hundreds of fireworks in a synchronised artistic display. The event set a new Guinness World Record for ‘Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously’.
You can watch the display below: