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Kia India adopts new identity, drops ‘Motors’ from name; cars with new logo to launch in May

With a new logo and brand slogan ‘Movement that inspires’, Kia aims to become an enterprise that invests in and produces more than just vehicles to offer a long-range of sustainable mobility solutions

Kia Motors India announced a relaunch in India on Tuesday, adopting a new brand identity, a redesigned logo, a new brand slogan, and changing their name to Kia India, dropping the word ‘Motors’.

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After Kia’s home country South Korea, the new identity has been first unveiled in India. Kia Seltos and Kia Sonet will be updated for the Indian market with the new logo and will be unveiled in the first week of May 2021.

Speaking during the event, Ho Sung Song, President, and CEO of Kia Corporation, said that the new brand slogan, “Movement that inspires”, is at the centre of this transformation. “Movement has always been at the heart of our brand and moving people at the core of our business, and it will remain like this in the future, regardless of any changes taking place in the industry.”

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“Kia’s new brand slogan emphasises that movement is at the genesis of human development. It enables people to see new places, to meet new people, and to have new experiences. This connection is the essence of Kia’s new brand slogan, to enable human progress by providing innovative in-car spaces, exciting new products, and meaningful, convenient services that inspire customers and free up time for the activities that they enjoy the most,” Kia said in a statement.

Dropping ‘Motors’ from their name symbolises Kia becoming an enterprise that invests in and produces more than just vehicles to offer a long-range of sustainable mobility solutions.

Commenting on the rebranding, Kookhyun Shim, Managing Director, and Chief Executive Officer, Kia India, said, “This is a proud and historic moment for us as India becomes the first country to transition to the new brand identity after our headquarters in South Korea. Our decision to increase the production capacity stems from our deep customer understanding where a faster delivery of our products can enhance their buying experience tremendously. We are confident this transformation will accelerate our growth by not only strengthening our premium positioning in the market but also making us one of the most aspirational brands for consumers.”

Tae-Jin Park

The new logo, resembling a handwritten signature, is a symbol of the new slogan. “The rhythmical, unbroken line of the logo conveys Kia's commitment to creating moments of inspiration, while its symmetry demonstrates confidence in Kia products and services. The rising gestures of the logo embody Kia’s rising ambitions for the brand, and, more importantly, what it offers to the customers,” said Tae-Jin Park, Executive Director and Chief Sales and Business Strategy Officer, Kia India.

“Under the new brand slogan, Kia will focus on offering meaningful experiences to the customers, especially focused on the millennials and Gen-Z — the future of the country. With Kia’s new brand identity and our refreshed portfolio, we are extremely elated to have a purpose-driven business that will elevate the customer experience not just in terms of the features and connectivity inside the cars, but the overall engagement experience with our brand,” he added.

They will roll out a new ad campaign for the relaunched brand identity, portraying a child’s wandering imagination. Showcasing the ad at the event, Park said, “There can be no better ambassadors of change than kids. Their passion to explore something new is amazing and their potential to achieve the impossible makes them the future of mankind. Based on this insight, our brand film is a representation of our brand philosophy with the kids playing the central roles.”

Song said they will be changing the fundamental approach to their business. “First, Kia will be a purpose-driven brand. Second, Kia will be a customer experience-centric brand. Third, Kia will continuously strive to be a sustainable brand,” said Song.

Expanding on the third approach, he said their vision is to create sustainable mobility solutions for consumers and as part of that strategy they plan to introduce seven dedicated EVs and 11 EV line-up by 2026, while reaching 1.6 million eco-friendly vehicle sales by 2030.

To strengthen its reach in India, Kia is expanding its network to 360 touch points covering 218 cities, including tier-3 and select tier-4 towns by the end of this year. It also intends to attain full capacity utilisation of its state-of-art manufacturing facility in Anantapur in a move to facilitate faster production and delivery of its vehicles.

Hardeep Singh Brar

Hardeep Singh Brar, Vice-President & Head of Sales and Marketing, Kia India, said, “Kia is a futuristic brand and always on the move to be as close as possible to our consumers. We feel that regular product interventions and increasing brand accessibility are some of the key areas, which will help us in meeting this objective. Hence, we are taking a conscious decision to regularly refresh our existing product portfolio, launch new products at regular intervals and foray into newer markets to provide an aspirational experience to consumers who are keen on becoming proud Kia owners.”

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