It drew attention by removing the oval-centered logo that Kia Motors has maintained for a long time and unveiling a new logo that expresses the will to lead a leading role in the future mobility industry.
Industry interest is focusing on whether this new logo, inspired by the’energy of Seoul’, will become a symbol that will lead Kia Motors as a leader in the new mobility era such as electric vehicles and autonomous vehicles.
On the 6th, Kia Motors explained that the three design concepts of’balance, rhythm, and rise’ were reflected in the new logo. Kia Motors President Ho-sung Song explains that in the automotive industry environment that is leading change and innovation and is facing a period of great transformation, we will proactively respond to changes in future mobility needs.
On the 15th of this month, Kia Motors plans to hold an online showcase that specifically explains the new logo and slogan. Additional information on upcoming vehicles is expected through this showcase.
Karim Habib, Director of Kia Design Center “Seoul’s energy inspires Kia Motors as well”
On the 6th, Kia Motors uploaded the logo introduction video of Kia Design Center Director Karim Habib on various channels (including overseas channels) such as’KyaTV’ on the 6th. The purpose is to explain how you were inspired before developing a new logo.
Center head Habib mentioned’Seoul’s energy’ at the beginning of the video.
“Seoul is full of conflicting charms,” he said. “The new coexists with the old. You can find tremendous speed and energy while also finding fantastic tranquility.”
“The energy of Seoul gives me a lot of inspiration,” said the head of the Habib Center. “And that energy also inspires Kia.” It can be interpreted as an explanation that some of the symbolism of Seoul was reflected in this new logo.
“We think movement, transportation, and mobility are all important human rights,” he added. “I hope design can help.”
New corporation’Purple M’in line with Kia Motors’ new logo concept’Balance’
On July 20 last year, Kia Motors has already established’Purple M’, a mobility specialized company, in partnership with’Forty-to-Dot’, a self-driving transportation system (aTaaS) startup.
Forti-to-dot operates its own mobility service integration platform,’UMOS’ (Urban Mobility Operating system). With this platform, various future transportation means such as autonomous vehicles, drones, and delivery robots can be used, such as Car Hailing, Car Sharing, On Demand Taxi, and It can cover all mobility services such as smart logistics, food delivery, and online shopping.
PurpleM expressed its ambition to professionally provide an electric vehicle-based customer-customized’e-mobility’ service by actively utilizing the UMOS system. The goal is to provide the eco-friendliness and convenience of movement that electric vehicles provide at the same time.
The establishment of Purple M is in line with’balance’, one of the three brand directions of Kia Motors’ new logo.
An official from Kia Motors explained, “’Balance’ expresses not only customer satisfaction in the existing business area, but also the confidence to present a new customer experience through the provision of future-oriented products and services.”
Kia Motors is cooperating with Forti-to-dot in various mobility areas, such as coating Forti-to-Dot’s UMOS platform on the vehicle subscription service’Kia Flex’ in November last year. Even as Forti2Dot has already started developing autonomous vehicles based on Kia’s Niro EV, cooperation between the two companies is expected to increase in the future to expand the mobility business.
Kia Motors to Reorganize Electric Vehicles to Expand Dedicated Charging Services
Electric vehicles are also the symbol of Kia Motors’ new logo.
On December 21 of last year, Kia Motors reorganized its customer experience center focusing on functions to lead the electric vehicle era.
Kia Motors has made plans to release 7 exclusive electric vehicle models by 2027 with a customer-oriented reorganization.
The first and foremost condition for the customer-oriented customer experience headquarters to succeed is the charging solution. Providing a convenient and safe electric vehicle charging method is the shortcut to the success of the electric vehicle business.
In 2019, Kia Motors has partnered with E-Mart and electric vehicle charger specialist’STRAPIC’ to introduce a priority electric vehicle charging service for Kia Motors.
The’Electric Vehicle Priority Charging Service’ is a service that allows customers with Kia Motors electric vehicles to use the ultra-fast charger installed at major E-Mart branches nationwide.
According to Kia Motors, customers with their own electric vehicles check the availability of 27 units of Kia Motors’ priority 100kW class super-fast chargers installed in 21 E-Mart locations nationwide through’Kia Motors Lounge’ of’EVRO’, a charging service application of STRAPIC Convenient functions such as reservation, authentication, and simple payment can be easily used.
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However, as of two years later, Kia Motors’ plans to expand the electric vehicle charging service first have not come out clearly. Kia Motors is confident that it has presented a blueprint for transition to the electric vehicle business system, such as increasing cooperation with domestic and overseas charging infrastructure companies, but it is still not widely known to the general public.
Kia Motors is expected to present concrete plans for the electric vehicle business at the event of introducing the new logo on the 15th. Among them, more attention is expected to be paid to the crossover type pure electric vehicle’CV’.
