Kia announces new brand purpose and strategy

Published January 22, 2021, 11:10 AM

by Inigo Roces

From motors to movement

Kia’s new logo, signifying its new strategy and vision.

There are big things in store for Kia. During a global announcement last week, Kia shared the many changes, renewed purpose, and bolder vision it has for the future. This change is marked by a new logo, a new brand slogan, and dropping ‘Motors’ from its company name to highlight its grander vision of providing mobility and services solutions.

This forward-looking approach is underscored by its new brand slogan, ‘Movement that inspires,’ part of a strategy which will see the company go beyond vehicle manufacturing and focus on creating sustainable mobility solutions.

Kia’s new brand purpose is now not just cars but movement. It’s quite appropriate as, 75 years ago, Kia started out building bicycles before moving on to manufacturing motorcycles and delivery trucks. By focusing on movement, Kia hopes to not just provide vehicles but enable human progress by providing innovative in-car spaces, exciting new products, and meaningful, convenient services that inspire customers and free up time for the activities that they enjoy the most.

Ho Sung Song, President and CEO of Kia Corporation.

“At Kia, we believe that transportation, mobility, and movement represent a human right,” said Ho Sung Song, President and CEO of Kia Corporation. “Our vision is to create sustainable mobility solutions for consumers, communities, and societies globally. Today we start putting this vision into action with the launch of our new brand purpose and strategy for the future.”

Under its new brand purpose, Kia hopes to seek out flexible, environmentally conscious, and integrated forms of transportation that consumers desire by developing a range of products and services to meet customers’ needs in markets around the globe.

These are all outlined in its long-term ‘Plan S’ business strategy, first announced in 2020. The plan calls for sustainable production of vehicles with clean energy and recyclable materials, as well as rolling out battery electric vehicles (BEVs) to join its global product line-up. Kia plans to launch seven new dedicated BEVs by 2027, ranging from passenger vehicles, to SUVs and MPVs.

Kia also wants to change the way companies and service providers move with Purpose-Built Vehicles (PBVs) for corporate customers to deliver parcels, food, or other items. It is already collaborating with innovators, having invested in Grab; Ola (a ride sharing service);  and many more innovative services in Europe.

As for the consumer, the new Kia will also be felt with its new design direction and philosophy that will manifest itself in a new design language for its vehicles. Expect familiar elements like the Tiger-nose grille and the new logo integrated into more eye-catching designs.

“We want our products to deliver an instinctive and natural experience that can improve the daily lives of our customers,” said Karim Habib, Senior Vice President, Head of Kia Global Design Center. “Our aim is to design the physical experience of our brand and to create original, inventive, and exciting electric vehicles.”

 
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