At a press conference today Kia announced details of its new brand purpose and ambitions for the future during a digital showcase event and Motorhub was virtually there. Supported by a new brand slogan, ‘Movement that inspires’, Kia revealed it will go beyond vehicle manufacturing to create sustainable mobility solutions for customers… it has even dropped the ‘Motors’ part of Kia Motors from its name!
Ho Sung Song, President and CEO of Kia Corporation: “At Kia, we believe that transportation, mobility, and movement represent a human right. 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 the intriguing name of ‘Plan S’ Kia says its long term strategy will implement Kia’s desire to move forward with technology and to inspire consumers while respecting their valuable time. Another strategic objective is a commitment by Kia to diversify its business to offer eco-friendly mobility services, centred on electric and autonomous driving across major global cities.
Artur Martins, Senior Vice President, Head of Global Brand & Customer Experience at Kia, said “Movement has always been at heart of our brand, and moving people at the core of our business. Movement helps humankind to constantly progress, improve, and evolve. That is why at Kia we believe that movement inspires ideas”. Kia has been in the ‘movement’ industry for more than 75 years, and the company went on to create Korea’s first domestic bicycles and to manufacture motorcycles and delivery trucks. Today, Kia is one of the biggest auto-makers globally, providing high-value passenger vehicles to millions of people around the world.
The new Kia logo will appear on all new model years and facelifts. An all new global EV model, due to be revealed during Q1 this year will be the first to feature it. Based on new E-GMP technology, this dedicated BEV will boast a crossover-inspired design, while offering an electric driving range of over 500 kilometres and a high-speed charging time of under 20 minutes. By 2027 Kia says it will launch seven new EVs. These new models will include a range of passenger vehicles, SUVs and MPVs across several segments, each incorporating industry-leading technology for long-range driving and high-speed charging from Hyundai Motor Group’s new Electric-Global Modular Platform (E-GMP). Kia is also developing a range of new Purpose-Built Vehicles (PBVs) for corporate customers. These specialized vehicles will be based on flexible ‘skateboard’ platforms, with modular bodies designed to meet the specific mobility needs of a broad range of corporate and fleet customers. Partnerships with the likes of Canoo and Arrival will mean Kia PBVs can offer different bodies mounted on top of an integrated modular ‘skateboard’ platform, tailored to users’ functional requirements. The Korean firm also says it will turn to recyclable materials and renewable energy for more sustainable manufacturing.
Karim Habib, Senior Vice President, Head of Kia Global Design Center, explains: “We want our products to deliver an instinctive and natural experience that can improve the daily lives of our customers. Our aim is to design the physical experience of our brand and to create original, inventive, and exciting electric vehicles. The ideas of our designers and the purpose of the brand are more connected than ever, with our customers at the centre of what we do.”
President Song: “Changing our corporate name and logo is not only a cosmetic improvement. It represents us expanding our horizons and establishing new and emerging businesses that meet and exceed the diverse needs of our customers worldwide. More importantly, it also means adapting our working culture, enabling the creativity of all our employees and establishing an inspiring work environment.”