Kia is ready to inspire in 2021.
As part of its five-year "Plan S" strategy, Kia will reinvent itself with new electric vehicles and an exciting new logo. According to The Korean Car Blog, Kia has already removed the "Kia Motors" logo from its headquarters and recently filed for a new brand slogan with the South Korean Intellectual Property Office. Kia's current brand slogan is "The Power to Surprise" but the automaker recently filed for the phrase, "Movement that Inspires."
We assume that this new slogan will coincide with the other changes as part of the Plan S strategy. Kia's Global CEO, Ho Sung Song has already said that the company's upcoming cars will be "more dynamic, stylish, and inventive," so it makes sense that the brand will switch to a slogan that epitomizes a new direction.
"The Power to Surprise" was a great slogan as Kia released model after model (like the Stinger and Telluride) that disrupted the market. With the change to "Movement that Inspires," it seems like Kia will look to move beyond its branding as an up-and-comer into a product that's worth lusting over. In addition to the new slogan, Kia will retire its black oval logo, replacing it with a more stylized font previewed on the Imagine Concept.
Styling from that concept will likely see use on one of Kia's upcoming EVs, the names of which were recently trademarked, including IK4, EV3, KIA EV2, EV6, and KIA EV5. We don't know which model will be the first to receive the new logo, but the upcoming Kia Sportage seems like a possible candidate.
Along with the upcoming EV models, Kia will likely make some name changes across the rest of its lineup. As we saw from the switch from Optima to K5, no Kia model is safe from rebranding. The most likely candidate to receive a new name is the Sedona, which is rumored to use the Carnival badge in the next generation. 2021 is already shaping up to be an important year for Kia.