What is Kia’s new brand strategy?

At the start of the 2021 year, we at Kia, announced exciting changes signaling a new beginning with a facelift of our brand. We first kicked off this transformation with our New Logo Unveiling Show which featured more than 300 synchronized drones that launched fireworks painting the sky with our new logo.  Along with our new logo is our new slogan, “Movement that inspires,” which represents our aim to change the future for the better and not only be a respected company but a company that people feel inspired by and want to work for. In line with our brand transition, we plan to remove “Motors” from our corporate name to show our commitment to our plans of creating innovative and sustainable mobility solutions for all.  Although it seems like a simple change in name, by removing the word “Motors” it shows our determination of changing our business to not only focus on automobiles but establish ourselves as a leader in the market of future mobility with our mid to long-term strategy, known as “Plan S.”

As announced at the end of 2020, our new brand strategy, also known as “Plan S” includes an expansion toward the field of sustainable mobility and a focus on enhancing the lives of our clientele through experiences.  This comprises electric vehicles (EVs), eco-friendly vehicles, purpose-based vehicles (PBVs), and mobility solutions and services. Additionally, we plan to expand the use of clean energy and recycled materials during the production stage of these vehicles.  

To specify, we plan on releasing 11 battery electric vehicles (BEVs) by the end of 2025.  Each of these will be made with the ability to handle long-range driving and quick charging based on the Electric-Global Modular Platform (E-GMP) by Hyundai. With this technology, the vehicles will have a driving range of approximately 500km/per charge, with a charge time of 20 minutes or less.  Most importantly all 11 vehicles will come in various classifications (e.g., hatchbacks, minivans, SUVs, etc.)  With the launch of these vehicles, by 2025, we plan on attaining our goal of a 6.6% share of the global BEV market and global annual sales of 500,000 BEVs within the following year.

In addition to the expansion of BEVs, the up and coming vehicles known as Purpose Built Vehicles (PBVs) are expected to undergo a drastic increase by 2030. These unique vehicles will vary from skateboard-like platforms to car-sharing, delivery, and many others. To be more specific, these skateboard-based platforms are limber and can accommodate the distinct needs of their users with the main target audience being corporate or fleet use. We also plan on progressing our business model to incorporate self-driving vehicles and delivery cars, as well as robotaxis in the future.