The strategies of automakers to preoccupy the electric vehicle market are active. First of all, the appearance of changing the logo that resembles the company’s face or putting in a new brand stands out. It can be interpreted as an industry trend to prepare for the era of electric vehicles with a future-oriented image.
Starting from the new year, Kia Motors and GM have announced the activation of the electric vehicle market with a new logo. It is interpreted to mean that it will check BMW and Volkswagen, which have already transformed into a new image in the face of the digital era, and implement their own mobility strategy.
Kia Motors first introduced a new logo on an electric concept car
Kia Motors showed a performance in which a total of 303 drones form a new logo online on the 6th. It is known that this performance took place in Songdo, Incheon.
Kia Motors explained that the new logo was developed with three design concepts: Symmetry, Rhythm, and Rising. Kia Motors President Song Ho-sung explained, “It symbolizes Kia Motors’ will to lead change and innovation.”
Kia’s new logo is already familiar to the public. A new logo was engraved on the electric concept car’Imagine by Kia’, which was unveiled at the Seoul Motor Show in 2019, and garnered great attention from the public. At the time, the observation that Kia Motors’ own logo could change was dominant.
There is another reason why Kia Motors’ new logo was first engraved on the electric concept car. Part of the company’s will to focus on the electric vehicle business from this year is reflected.
A Kia Motors official said, “The new logo and slogan are part of the mid- to long-term strategy’Plan S’announced last year, and represent Kia’s commitment to establishing a leading position in the future mobility industry through business reorganization.
On the 15th, Kia Motors will unveil its brand strategy using the new logo. The strategy will be delivered through online channels such as YouTube. In addition, some facilities of’Bit 360′, a vehicle experience space in Apgujeong, Seoul, were supplemented to match the new logo design concept.
Kia Motors has already announced plans to release seven electric vehicle models, including CV, by 2027.
Cooperation in the domestic autonomous driving industry is also expected. As Kia Motors established Forty2Dot and Mobility-specialized corporation’Purple M’last year, it is expected that it will be able to showcase various autonomous driving mobility technologies using Purple M.
GM’s new logo symbolizing electrical plugs to be introduced at CES
On the 10th, GM unveiled a logo that symbolizes its own electric vehicle platform’Ultium’.
Sharon Gauchi, Managing Director of GM Global Industrial Design Division, said, “This new logo creation was a project that our team paid special attention to, and to create a logo representing not only our team members, but also our global staff of 164,000. He said, “In order to project the creative and innovative thinking of General Motors employees working around the world on the new logo, we were careful and given meaning at every design stage.”
The heart of the new GM logo is the underline inscribed under the’m’.
According to GM, the vivid blue-toned gradation symbolizes the clear sky of the future and the eco-friendly energy of the Ultium platform, where the vision of zero carbon emissions has been realized. In particular, the logo, consisting of rounded corners and lowercase letters, is more modern and inclusive, GM explains.
GM explained that the underline applied to the’m’ inherited the existing GM logo design and visualized the Ultium platform, and the empty space around the’m’ symbolized the shape of the electric plug.
From 11 pm on the 11th, GM plans to deliver its own strategy for electric vehicles directly to CES 2021, which will be held online.
GM’s new logo is expected to be imprinted on major business sites around the world, not directly on the car. The existing Chevrolet and Cadillac logos are still applied.
Hyundai Motor, Volvo to win with’name’ instead of logo change
Hyundai Motors and Volvo Motors Korea, which are launching new electric vehicles in the domestic market this year, are distinguished by their names with outstanding symbolism instead of logos.
In 2016, Hyundai Motor Company launched an eco-friendly model’IONIQ’. At the time, it started with hybrids and introduced electric and plug-in hybrid models. Rather than focusing on vehicle sales, the purpose was to strongly express the company’s commitment to eco-friendly models.
Overall, Ionic sales weren’t cool. Looking at the annual sales performance of Hyundai Motor Company, sales of Ionic electric vehicles in 2020 were only 1,509 units, down 26.7% from the previous year.
However, Hyundai Motor Company still sees the value of Ioniq highly. BTS was selected as the ambassador for IONIQ and released IONIQ’s theme song’IONIQ: I’m on it’. It is not a song in the regular album, but it is a strategy to reinforce the image of its own eco-friendly car through BTS, which has a great impact around the world.
Volvo’s’Recharge’ is a product line that encompasses plug-in hybrids and electric vehicles.
Volvo Automobile Korea has set up a strategy to launch the XC40 electric vehicle, one of the’recharge’ product lines, for the first time this year in Korea. The expected release time of the vehicle is in the second half of this year, and it is expected to compete with Tesla Model Y and Hyundai Ioniq 5.
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In the future, the automotive industry is expected to introduce new electric vehicles in the next few years using a new logo and its own slogan or brand name.
Mercedes-Benz plans to launch a variety of electric vehicle products using the EQ brand that has been emphasized. In Korea, electric vehicles such as EQS and EQA will be released. Volkswagen, which unveiled its new logo in 2019, will have ID.4. By launching an electric vehicle in Korea, it joins the market competition.