Input 2021.01.15 10:29 | Revision 2021.01.15 11:24
In the showcase that day, Kia released a video interviewing dozens of regular customers about what comes to mind when they think of the Kia brand. In the video, customers expressed various opinions, such as’I have never seen a product that I was admired’,’It should be more globally oriented’,’The sports utility vehicle (SUV) lineup is strong’, and’It should be a game changer company’.
In response, Kia President Song Ho-sung said, “There are some things that Kia has been doing well, but there are parts that we have to try,” he said. “The change of the Kia brand reflects the will to meet the diverse needs of customers around the world and open new horizons through expansion into new business areas.”
Kia unveiled a new brand slogan called’Movement that inspires’ along with a new mission at the showcase on this day, revealing its will to provide innovative mobility products and services that break away from the existing manufacturing-centered business model.
Artur Martins, head of Kia’s Customer Experience Division, explained the new brand slogan, saying, “Movement has enabled the progress, development and evolution of mankind and inspired new ideas.” “Connecting people through mobility is the essence of the Kia brand and a milestone in the business direction,” he said. “Kia will continue to expand its scope further in the future.”
Regarding the new logo, Kyung-mi Lee, head of marketing communication, said, “Kia is completely changing to provide customers with meaningful experiences, products, technologies, and designs, and we have reflected this in the new logo.” He expressed his confidence in the future. White and black represent endless opportunities.”
Kia announced the start of the mid- to long-term business strategy’Plan S’announced earlier last year along with the changed mission. Plan S is Kia’s mid- to long-term strategy to occupy a leading position in the future mobility industry by expanding its business to ▲ electric vehicles ▲ mobility solutions ▲ mobility services ▲ purpose-based vehicles (PBVs).
Karim Habib, managing director of Kia, said, “We plan to introduce 7 new exclusive electric vehicle lineups by 2027. New products to be introduced are named EV1 to EV9, and various lineups from passenger cars to sports utility vehicles (SUV) and multipurpose vehicles (MPV) “I will have.” Hyundai Motor Group’s electric vehicle platform E-GMP is applied to all car classes, and long-distance driving and fast charging technology are applied.
Earlier, Kia announced its goal of securing a 6.6% share in the global electric vehicle market by 2025 as the electric vehicle market expands and to sell 500,000 electric vehicles per year by 2026.
Kia is also developing a variety of purpose-based vehicles (PBVs) for corporate customers. Based on partnerships with Canoo and Arrival, various main bodies are applied on the integrated platform so that the functions can be adjusted according to the needs of users.
The industry predicts that the demand for purpose-based vehicles will continue to increase due to the rapid growth of e-commerce and car-sharing services, and the scale is predicted to increase by five times by 2030. Kia plans to introduce purpose-based vehicles that meet the needs of businesses and individual customers, such as shared service vehicles, low-floor logistics vehicles, and delivery vehicles.