We’re getting off to a year of rebranding among several automakers. GM recently revealed its new modernized logo to signal its growing commitment to electric vehicles. Now Kia is making some brand moves of its own that also signal a shift towards electrification and a broader vision of mobility.
To get its message across, first and foremost, Kia is dropping “Motors” from its official corporate name. The change is part of its new brand strategy that shifts from one of traditional manufacturing to one of sustainable mobility and signals Kia’s plan to expand into new and emerging business areas by creating innovative mobility products and services to improve customers' daily lives. It’s also launching a new 'Movement that inspires' brand slogan that reflects a new purpose of inspiring consumers through products and services, and their experiences with the brand.
Ho Sung Song, President and CEO of Kia Corporation, comments: "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."
Kia’s future plans evolve a shifting focus towards electrification with a target of global annual sales of 500,000 by 2026. Kia will reveal the first of its next-generation electric vehicles in the first quarter of this year. The crossover-inspired design will be the first global model to bear Kia’s new logo and the brand expects to launch seven new dedicated battery-electric vehicles by 2027.
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