Kia announces new brand orientation and strategy
The first dedicated electric vehicle CV to be released in the first quarter
[교통신문 김정규 기자] “I think free movement and movement is a fundamental human instinct and an inherent right.” “From this moment when we introduced a new brand orientation and strategy for the future, we provide sustainable mobility solutions to customers and various social communities. The change of hunger has begun.”
Kia opened the’New Kia Brand Showcase’ through YouTube and its global brand website, revealing the core of a new brand orientation and concrete future strategy to provide sustainable mobility solutions. Through this event, Kia President Song Ho-sung showed a new mission and expressed his willingness to break away from the existing manufacturing-centered business model.
Kia’s new brand orientation focuses on the fact that’movement and movement’ is the origin of human evolution. People move and move from their existing location to find new places, meet new people, have new experiences, and gain inspiration.
Artur Martins, managing director of Kia’s Customer Experience Division, said, “Mobility and movement enabled the constant progress, development, and evolution of humanity and inspired us to draw new ideas.” “Connecting people through mobility is the Kia brand. It is the essence of the company and a milestone in the direction of the business, and in the future, we will continue to expand its scope further.”
Kia has expanded its business area into the area of sustainable mobility through a new brand future strategy. Along with the changed mission, it announced the full-scale start of the mid- to long-term business strategy’Plan S’that was announced in early 2020.
‘Plan S’is Kia’s mid- to long-term strategy to occupy a leading position in the future mobility industry by expanding the business to ▲ electric vehicles ▲ mobility solutions ▲ mobility services ▲ purpose-based vehicles (PBV).
Kia plans to establish a sustainable mobility production system by expanding the use of clean energy and recycled materials in order to expand its business into the sustainable mobility field.
In addition, to accelerate the popularization of electric vehicles, it is planning to introduce seven new exclusive electric vehicle lineups by 2027. The new products to be introduced are characterized by a variety of lineups from passenger cars to SUVs and MPVs. 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.
In addition, various PBVs are being developed for corporate customers. Purpose-based vehicles are composed of a modular body to meet the needs of various corporate customers based on a highly flexible skateboard platform. Based on partnerships with Canoo and Arrival, Kia plans to apply various bodies on an integrated modular 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’s first dedicated electric vehicle CV and a new design philosophy were also revealed. The first dedicated electric vehicle (project name CV) is scheduled to be released in the first quarter of 2021, and the dedicated electric vehicle has a driving range of over 500km and a fast charging system of less than 20 minutes based on E-GMP technology. A crossover design was applied. In particular, the exclusive electric vehicle will be unveiled for the first time with Kia’s new logo applied.
As the electric vehicle market expands, Kia has revealed its goal of securing a 6.6% share in the global electric vehicle market by 2025 and selling 500,000 electric vehicles per year by 2026.
Meanwhile, Kia is scheduled to hold a meeting at the end of January to explain Kia’s new design philosophy as well as the design direction of future products. We plan to design more original and progressive electric vehicles to make them feel like an enemy.”
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