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January 15, 2021

With New Logo, Tagline, Kia Will Shift Its Design Direction as Well

After unveiling its new corporate logo and slogan, Kia has now revealed new details of a strategy that will push them forward.

Signaling that they are breaking away from its traditional manufacturing-driven business model, Kia will be removing the word, “Motors” in its name. With that, they will be expanding into new and emerging businesses by creating mobility products and services.

The new brand slogan, “Movement that Inspires,” represents Kia’s new purpose—one that enables people to see new places, to meet new people, and to have new experiences. With that, they will provide innovative in-car solutions, products, and even convenient services for their customers.

Among those confirmed by Kia are its plans to popularize battery electric vehicles or BEVs with seven new dedicated BEVs by 2027. These new models will include a range of passenger vehicles, SUVs, and MPVs across several segments, each incorporating industry-leading technology for long-range driving and high-speed charging from the Hyundai Motor Group’s new Electric-Global Modular Platform (E-GMP).

Kia is also developing a range of new Purpose-Built Vehicles (PBVs) for corporate customers. These specialized vehicles will be based on flexible ‘skateboard’ platforms, with modular bodies designed to meet the specific mobility needs of a broad range of corporate and fleet customers.

Hand in hand with this paradigm shift, Kia will show a new design direction that is reflective of their transformation.

Although Kia hasn’t mentioned which vehicle will benefit from this new design, it will likely be the all-new Niro—a fully-electric SUV. It’s expected to be the first vehicle to bear the new logo, and will be underpinned by the E-GMP platform.

Finally, Kia is ramping up collaboration and partnerships with global mobility solutions businesses, diversifying mobility services in global strategic regions. In 2018, the company invested in Grab, Southeast Asia’s largest ride-hailing service, food delivery and payment solutions company; and in Ola in March 2019, an Indian company offering peer-to-peer ridesharing, ride-service hailing, taxi, food delivery and other mobility services.

A new service, KiaMobility, was also launched in locations across Italy and Russia in September 2020, accelerating the company’s transformation to becoming a mobility solutions provider. KiaMobility will be introduced to several new markets in the years ahead.

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