Kia has a new logo, objective and strategy

16 Janvier, 2021, 12:09 | Auteur: Auguste Feret
  • Kia electric vehicles coming to Australia

Kia " s new broader vision as a mobility solutions provider, along with the removal of the "Motors" suffix from the brand's name, reflect the Korean company's commitment to the long-term "Plan S' business strategy.

Despite this, rebranding at the dealership level is expected to take longer, with Kia President & CEO, Hosung Song, telling Australian journalists today it could be two or three years before the entire process is complete internationally. "Our vision is to create sustainable mobility solutions for consumers, communities, and societies globally".

"Today we start putting this vision into action with the launch of our new brand objective and strategy for the future". Movement helps humankind to constantly progress, improve, and evolve.

But the company is also addressing the frequently cited criticism of electric vehicles and the impact their production has on the environment. "The ideas of our designers and the objective of the brand are more connected than ever, with our customers at the center of what we do". The slogan, therefore, is also the company's stated mission - to inspire customers through its products and services, as well as their experiences with the brand.

Kia has added meat to the bones of its Plan S it announced a year ago, outlining a more sustainable company and manufacturing culture that will deliver seven electric models before 2027, along with a shortening of its name. This was announced in 2020, and will see the brand establish a leadership position in the future mobility industry, expanding its business to encompass EVs, mobility solutions and services, purpose-built vehicles, and more.

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Kia also plans to account for 6.6% of the global battery electric vehicle (BEV) market by 2025 and post global annual BEV sales of 500,000 by 2026. The company plans to include electrified sedans, sport-utility vehicles and multipurpose vehicles in the new lineup.

Their purpose-built vehicles will be based on flexible "skateboard platforms" with modular bodies created to meet specific mobility needs, the automaker added. Kia has partnered with firms Canoo and Arrival to produce these vehicles, for which Kia claims demand will increase five-fold by 2030. Bespoke modular bodies will offer corporate customers highly specialised vehicles for a range of applications. The relaunched brand will introduce vehicles that are likely to cater the e-commerce and car-sharing services including low-floor vehicles and delivery vans.

"Changing our corporate name and logo is not only a cosmetic improvement".

Further to that, the company will diversify into "eco friendly mobility services, centred on electric and autonomous driving across major global cities". 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. Among the partnerships to facilitate this is a car-sharing joint venture in Madrid with energy firm Repsol, dubbed WiBLE. "Europe, the US and South Korea will be our main markets". It also aims to launch its KiaMobility initiative in more markets soon.

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