This is a chronicle. This means that the content is the writer’s own opinion.
Kia must change. Radically. New logo and their slogan “Power to surprise” is replaced by “Movement that inspires”. And in a way you have succeeded, the surprises are really gone…
When a brand is about to undergo a monumental change, it is easy to get lost in value words. Kia does just that and that 20-minute YouTube presentation.
The focus is on that the customer is most important and that the customer’s mobility is the brand’s mission. By moving, we get the opportunity to think and the ideas that are born during a journey are the ones that are important. The car is thus no longer in focus, but a mobility solution that provides space to think and think about things. Deep or fuzzy, you decide.
In addition to the new logo, with three solid pillars and elements that strive upwards / forwards and thus should convey progressivity, we also get to know Kia’s new colors during the presentation.
These are Midnight Black and Polar White. Black and white in pure Swedish. It can be considered quite interesting when other car manufacturers want to be associated with blue or green in one way or another.
Now on Friday morning participated I at a Q&A for journalists from all over the world. We had a Zoom meeting with Hu Sung Song, Artur Martins (Senior Vice President, Head of Global Brand & Customer Experience) and Karim Habib (Chief Designer).
Not even here were there any sketches or predictions about new models. But a first electric car will be presented during the first quarter of the year.
Karim promises that the Kia tiger nose grill will survive but transform into several different expressive forms. The answers did not become more concrete than that.
“The shift from the traditional manufacturing-driven business model means that the company name is being changed, from Kia Motors to Kia only. At the same time, it is developing its operations in new business areas with new innovative products and services in mobility.”
That’s what the press release says. The question is whether or not this is the biggest news anyway, (combustion) engines have almost become an insult. Kia wants to deliver mobility solutions, but it is almost impossible to turn a blind eye to the fact that it is a car manufacturer, after all.
– Free movement is a human right and Kia’s vision is to create sustainable mobility solutions for all people around the world. Today, we are implementing this vision with the launch of our new brand and the new future strategy, says Hu Sung Song, President and CEO of Kia.
Kia, which was started 75 years ago and began its career with the manufacture of bicycles, now also launches the business strategy, Plan S (S for shift). The strategy announced in 2020 aims to bring Kia to a leading position in the global car market with a focus on electric cars, custom-built vehicles (Purpose-Built Vehicles, PBV) and a range of innovative mobility solutions. At the same time, Kia will promote more sustainable production by using renewable energy and recyclable materials.
Kia’s ambition is to make electric cars available to more people and therefore plans to expand the model range with seven new dedicated electric cars by 2027.
It sounds like a low number, but expect that this is about basic models, which can then come in several variants. And there will be performance models, electric, it reveals Hu Sung Song in any case.
Kia is currently present in 190 countries and it is estimated that the work of changing logos and introducing the new design language at all dealers will take two to three years.
Kia – a mobility solution. You are not the first car manufacturer to apply this new name to your business, but just one in a row. Perhaps that is why it feels far from a concrete presentation as an anticlimax. Or were you inspired?
I’ve had enough of “corporate bullshit”.
Source: Senaste nytt från auto motor & sport by www.mestmotor.se.
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