The Korean marque switches focus to sustainable mobility solutions.
Kia had an outstanding sales year in 2020, and now that it has a lineup of models that the public can't get enough of, the company has started 2021 by focusing on other aspects of its brand. It started with the unveiling of an all-new logo on January 6, and now Kia has shared its new brand strategy and future plans in a comprehensive digital showcase that was live-streamed on YouTube.
To start with, Kia Motors has removed the 'Motors' from its corporate name and is now known simply as Kia. This change comes shortly after the brand's slogan was changed to "Movement That Inspires" as the company chases sustainable mobility in all spheres.
Notably, Kia also announced the launch of no less than seven battery electric vehicles (BEVs) by the year 2027 and teased nine models. They will include SUVs, MPVs, and passenger vehicles in diverse segments, optimized for long driving ranges and high-speed charging thanks to the Hyundai Motor Group's Electric-Global Modular Platform (E-GMP). This same platform will underpin the futuristic Ioniq 5, which was teased by Hyundai earlier this week.
Kia's first next-generation BEV is set to be revealed in the first quarter of this year and the company also teased several new EVs with only their shadowy profiles visible. These included a midsize SUV with some hints of a Telluride and a smaller hatchback. These cars will carry a simple new naming convention from EV 1 to EV 9.
The company also hinted at an "agile and dynamic machine" that looks like it could be a sporty coupe. In total, nine vehicles were teased in the presentation. The new lineup of BEVs will help Kia attain its goal of global BEV market share of 6.6 percent by 2025, with a target of 500,000 annual BEV sales by the following year. It would mark a drastic change from Kia's small footprint in the EV space, which was solely comprised of the Niro EV and Soul EV.
Added to this, Kia's purpose-built vehicles for corporates will feature flexible 'skateboard' platforms. This will be of benefit for several of Kia's partnerships, such as with startup Canoo, a company that manufactures electric lifestyle and multi-purpose delivery vehicles.
Other eco-friendly mobility services that Kia will be involved in include collaborating with businesses such as Grab, a ride-hailing and food delivery company in Southeast Asia. It's easy to see how the new slogan ties all of these plans together. "Movement has always been at [the] heart of our brand," said Artur Martins, Head of Global Brand & Customer Experience at Kia. "Movement helps humankind to constantly progress, improve, and evolve."
Karim Habib, Head of Kia Global Design Center, concluded by saying: "We want out products to deliver an instinctive and natural experience that can improve the daily lives of our customers."