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Kia Rebrand: A Brand Strategy Case Study

It’s always fascinating to analyze the decision-making process throughout the development of a new brand strategy.

In 2021, Kia’s new branding caught the eye, quite literally, with a launch event that saw hundreds of unmanned drones lighting up the Seoul skyline with a flashy fireworks display.

The drones served to form the new logo design, lit up proudly in the night sky.

The whole event was slick, futuristic, and innovative.

A deliberate choice, given the brand’s new approach.

Let’s examine the story of Kia’s rebrand a little more closely.

A Brief History Of Kia

Kia Motors  company is a car manufacturer.

They’re the second-largest car company in South Korea behind long-term competitor  Hyundai .

However, Hyundai is the parent company and umbrella brand of Kia after they acquired the brand in 1998.

Founded in 1944, the company started from humble beginnings.

They made bicycle parts and steel tubing before transitioning to the automotive industry in 1952.

Over the decades, Kia has had fluctuating success, obtaining licenses as an automaker for Mazda and Honda until stopping operations in 1981.

They then reentered the market through a partnership with Ford.

After languishing as a bit-part player in the past, Kia Motors has been widely successful in the past decade.

The automaker leapfrogged Ford and Volkswagen to the number one spot for cars sold in the UK in the first quarter of 2022, while its market share in the US is steadily increasing.

The Rebrand Narrative

Brand strategists  try to communicate a consistent narrative to their audience through their messaging and experience.

When done well, this evokes desired feelings in the audience’s mind.

Think of the branding of two major car brands: BMW and Tesla.

One of these plays on ideas of reliability, German engineering, luxury, and automotive heritage.

The other frames itself as a sustainability and luxury pioneer, unapologetically accelerating the world’s  transition into sustainable energy .

This mentality is closely aligned, purposefully, to the personality of its controversial billionaire  CEO Elon Musk .

Luxury German Automotive Heritage vs Luxury Sustainable Energy Pioneer. 

These are two distinctly different narratives.

Yet, they both work since they resonate with different parts of the car-buying market.

The purpose of Kia’s rebrand, then, is to tell a new story to its target market.

They’re betting this will differentiate them from their competitors and carve out a larger market share.

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A Brand For The Future

In January 2021, the carmaker launched a rebrand with a Guinness-world-record-breaking light show.

Kia is the latest car company to rebrand as the crowded field of car manufacturers is increasingly saturated.

Each player is trying to find a competitive edge in a rapidly changing industry.

From Kia’s perspective, they are rebranding with a new brand image as they look to move into the innovative electric vehicles product category.

Alongside the new product direction, Korean carmakers have introduced redesigns of old models and hinted at a forward-thinking range of new models, taking electric cars on the next step toward widespread use.

They have revamped their  brand assets , including a radical shift in the Kia logo, a new slogan, and an updated approach to the graphic design featured on their website.

It’s all about telling a new story to their audience.

With this update, Kia is attempting to frame itself as a futuristic innovator, shown through sleek design and messaging that hopefully inspires the audience.

Kia is aiming for an upgrade to a ‘cool’ new  brand perception . It aims to be seen as a frontrunner in the green revolution in the automotive industry.

This is a move to solidify their presence in the car industry moving forward.

Let’s explore some of those new  brand elements .

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Kia logo: evolution.

A lot of thinking goes into logo design.

An effective logo will incorporate many brand elements and act as a reflection of the brand’s image.

This brand identity will run like a seam through all visual communication.

That’s why, when a company radically redesigns its logo, you can analyze the changes to evaluate exactly what the designers are trying to say.

Over the years since its inception, Kia has had six different logos.

We’ll focus on the iterations since 1994 and compare those with the latest revamp.

Kia Brand Identity: 1994-2012

1994 saw the adoption of the red and white color palette that we associate with Kia Motors.

Red and white are both eye-catching, attention-seeking colors. Kia chose them for these qualities, but they serve the secondary purpose of linking to the brand’s Korean heritage.

The logo features a wordmark – the letters KIA – in a simple, easy-to-read, bold typeface. 

The wordmark is then encased in a red oval, symbolizing the company’s global status.

This logo was a significant step away from previous logos that featured more design elements.

This logo was notable for its stripped-back, clean and crisp look.

Kia Brand Identity: 2012-2020

In 2012, Kia decided to update their logo by making it brighter.

This partial refresh saw no change to the design elements as the oval and wordmark remained.

The red, as mentioned, was brightened, while the lines became cleaner and bolder.

This is clearly an enhanced version of the first with a pleasing minimalist design.

So, what do these two logos say about the brand identity of Kia during this period?

Well, as is often the case, comparison bears the sweetest fruit!

Let’s look specifically at what changes with Kia’s new logo to see if we can note the narrative shift.

The New Logo

The redesign replaces the red and white with a monochromatic black and white design.

The simple, easy-to-read typeface makes way for a handwritten-signature-esque script of the three letters.

At first glance, it’s quite tricky to pick out the abstract ‘K-I-A’.

This stylized inscription looks energetic and youthful as the letters flow into one another, giving the impression of sophisticated movement.

While the typeface flows, it does so in an angular fashion.

A notable characteristic is the two angular rising slants forming parts of the ‘K’ and ‘A’ that provide some symmetry to the wordmark.

This is intentional and packed with meaning.

Says  Ho Sung Song, Kia’s president , the  “rising gestures embody Kia’s rising ambitions for the brand,”  while the symmetry  “demonstrates confidence.”

Of course,  the average joe doesn’t look at a logo and make deep analytical insights on what each feature connotes on a deeper level.

They do, however, subconsciously take in the shift in direction.

The brand immediately becomes more stylish with this colour choice by replacing the red with a black and white design. 

Luxury fashion brands have long understood the power of black as an indicator of sophistication.

Chanel ,  Dolce & Gabanna , and  Gucci , are perfect examples.

The angular slants of the wordmark certainly take on a futurist feel. 

Compare the design with the simplistic nature of the previous typeface, and it’s clear that this update notes a step toward modernity.

The design resembles other classic, black-and-white logos of tech-adjacent companies, such as Sony’s logo for the PS5, Chinese phone company Vivo’s simple black-and-white design, or even Apple’s half-bitten logo.

This alignment with tech companies is no accident.

Kia indicates its shift from basic, utilitarian, uncomplicated cars to forward-thinking, futuristic models.

Yet, it wants these futuristic models to become the norm instead of a niche product.

This is further supported by its new slogan.

The New Slogan: “Movement That Inspires”

Any brand strategist worth their salt will appreciate a slogan that works on numerous levels.

First of all, the phrase ‘movement that inspires’ could actually work as a description for the logo itself.

The word  ‘movement’  is not only a clear reference to the movement of a car, but also to the idea that the whole industry is undergoing a transformation as it looks to shift to a greener future.

Kia itself is mirroring this transformation by refreshing all facets of its business.

Effectively, it’s a new brand to match a new electric-car-focused era.

The rebrand “represents the company’s commitment to becoming an icon for change and innovation [reflecting] our desire to inspire customers as their mobility needs evolve.” according to CEO Ho Sung Song.

It’s rather grandiose, but their branding elevates them from the business of selling cars.

Instead, it frames them as the vanguard of a green revolution for the industry, serving the people’s needs as an ‘icon’ for innovation.

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Kia Repositioning For The Future

Only time will tell whether Kia’s rebrand will convert into sales and work to cement its place in the automotive industry.

It’s an excellent lesson in strategic branding that highlights the need for brands to evolve to match the needs of their audience or risk becoming irrelevant.

Brands don’t exist in a vacuum, and any branding strategy needs to consider the competition.

Brands must strategically position  themselves by considering the needs of their audience and how those needs are being met by competitors. 

This position relies on significant market research, something the marketing guys at Kia have evidently done.

They have found what they believe to be a market gap and have developed a strategy that aims to bring electric vehicles to the masses.

Electric cars are the future of mobility, so Kia has designed a brand to match this future in the hopes of stealing a march on the competition.

While Tesla may be the early headline makers in the area of electric vehicles, they play in a luxury market that doesn’t cater to all segments.

Kia aims to differentiate itself with sleek, modern designs while retaining its affordability. 

That distinction of the future, but for the everyday person, may turn out to be a winning strategy.

Over To You

Fuel any rebranding efforts with sufficient market research.

All brand assets, including logos and slogans, should reinforce consistent messaging.

Branding should evolve over time to match industry trends, considering competitor activity.

While analysis of design elements can often seem high-concept, the intended audience is receptive to shifts in brand direction.

Successful branding is telling the same story through each brand element.

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Very insightful and inspiring case study. The way you analyse it, is stellar. I learned a lot on how a brand can strategically differentiate from mainstream (car industry) competitors and niche (Tesla) players, by understanding clearly consumers deepest desires. Thank you for sharing this (successful) best practice.

Much Appreciated

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Kia Logo Design History and Evolution

Have you ever taken a moment to think about the origin of the Kia logo? Likely, you can easily spot the distinctive Kia emblem, but the story behind it remains a mystery for most people. Let's delve into the fascinating world of the Kia symbol and uncover its intriguing history.

The Kia logo has swiftly established itself as one of the most recognisable car logos worldwide. Its simplicity and elegance make it effortlessly memorable while effectively communicating the essence and values of the Kia brand to potential customers.

By skillfully utilising colour and style, the Kia emblem instantly conveys a sense of innovation and contemporary outlook, reflecting a brand constantly pushing boundaries and driven by passion.

Today, we'll journey through time, exploring the various iterations of Kia emblems. We'll delve into the evolution of the Kia car symbol, unveiling the fascinating changes and adaptations it has undergone over time. Buckle up as we take a closer look at the captivating world of Kia logo design .

Table of Contents

A History of the Kia Brand

As we're familiar with it today, the Kia emblem boasts a sleek and easily recognisable design—a simple, stylised word mark. The logo comes in two primary colour variations: the original red, which represents the brand's heritage, and black. Typically, it is presented against a clean white background.

At first glance, Kia's current logo appears as a contemporary, geometric form, skillfully crafted with lines and strategically placed white spaces. Yet, upon closer examination, one can discern the individual letters that form the iconic “Kia” name.

Like other prominent automotive symbols, the Kia logo conveys a sense of velocity, innovation, and distinction. Implementing broad, refined lines imparts a feeling of solidity and organisation to this emblem. Simultaneously, its almost abstract composition adds a touch of creativity and modernity.

In the past, Kia utilised an oval shape surrounding the wordmark to symbolise the Earth. However, today's iteration relies solely on simplistic typography, which is sufficiently captivating in capturing the hearts and minds of customers.

The Kia Logo Design Evolution

Oh, you won't believe the journey the Kia brand has embarked upon regarding its logo! Like many other contemporary companies, Kia has consistently poured their efforts into developing new and captivating logos, even recently. It is fascinating to see how their brand symbol has evolved into the iconic emblem we recognise today.

The core of Kia's brand identity lies in the name, which holds a profound meaning . Kia” originates from the Korean language and translates to “the Rise from Asia.” Right from the start, Kia set out on a mission to establish itself as the foremost representative of its nation in the global market . Talk about aiming for the stars!

Kia has undergone several significant logo transformations throughout its remarkable journey, each leaving an indelible mark. These changes have not been mere subtle tweaks; instead, they have been bold and dramatic alterations that have played a pivotal role in shaping the identity of the brand we know and love today.

It's fascinating to witness the evolution of Kia's logo as it has morphed over time, reflecting the growth and aspirations of the company. From its humble beginnings to its current iconic form, Kia's logo has captivated our attention and left us in awe. Who knows what exciting changes and innovations the future holds for Kia's logo? One thing's for sure: Kia's commitment to reinvention and staying ahead of the curve ensures that its logo will continue to evolve, making a lasting impact in the world of automotive design.

The Original Kia Logo: 1953-1964

Back in the day, when Kia was primarily involved in the production of bicycles and parts, they came up with a logo that showcased their expertise and craftsmanship.

Picture this: the logo featured a gear shape with three diamonds elegantly encircling it, while the company's name was framed within yet another diamond. It was quite a sophisticated design, especially compared to the more straightforward car logos we're accustomed to seeing nowadays.

Interestingly, even though the old Kia logo may seem complex by today's standards, it was a powerful emblem for its time. The strategic use of a monochrome colour palette was a deliberate choice to establish a sense of authority and professionalism for the brand.

Kia's original logo represented its strong roots in the bicycle and parts industry while embodying a timeless elegance that resonated with its target audience.

The year was 1964 when Kia first dipped its toes into the exciting world of car manufacturing. It was a time of great experimentation for the brand, not just in crafting automobiles but also in their quest for a striking logo that would make heads turn. They embarked on a journey of creativity, delving into uncharted territory to find the perfect emblem to represent their vision.

During this period, Kia briefly adopted a symbol that truly stood out—a vibrant green circle with a diagonal line stretching from its core. It resembled an upside-down “Q,” exuding quirky charm. This symbol became an emblematic representation of Kia's forward-thinking approach, a visual statement that mirrored their determination to defy convention and forge their path in the automotive industry.

This unique logo choice showcased Kia's willingness to think outside the box and venture into unexplored design territories. It signified their boldness to challenge the status quo and embrace innovation, characteristics that would later become defining traits of the brand.

Finding the perfect logo may have been filled with twists and turns. Still, Kia's dedication to pushing boundaries and embracing change ultimately led them to discover their iconic emblem. This symbol encapsulated their progressive spirit and set them apart from the competition.

In 1986, Kia changed its logo design by reintroducing the wordmark as the central element. This move marked a fresh start for the brand's visual identity . The logo featured a stylised rendition of the company name, crafted with a custom typeface that exuded a sense of boldness and strength. To add a touch of dynamism, the designers replaced the upper bar of the letter “K” with a curving line that resembled a gently waving flag. This artistic choice injected a subtle hint of movement and energy into the logo, further enhancing its appeal. By embracing this revamped logo, Kia demonstrated its commitment to a new era and made a lasting impression on the minds of its audience.

Ah, the 90s! It was a transformative era for Kia, marked by a momentous change in their logo. This particular logo alteration, which remains significant even today, laid the foundation for the most recent Kia emblem before the magnificent update of 2021—picture this: a sleek and modern Kia logo font adorning a vibrant red oval background.

During this pivotal time, Kia aimed for simplicity and clarity in their wordmark design, departing from the complexities of their previous logos. The objective was crystal clear: create a logo that effortlessly communicates the brand's essence . Kia embraced red as its primary palette to capture the company's vigour and zeal, infusing the emblem with vibrant energy.

But that's not all! The surrounding white space was purposefully chosen to evoke a sense of loyalty. It symbolised Kia's unwavering commitment to its customers and the trust they bestowed upon the brand. This harmonious combination of red and white seamlessly conveyed Kia's passion and allegiance, all within a logo that exuded simplicity and clarity.

So, there you have it—the 90s witnessed an iconic Kia logo transformation that set the stage for today's remarkable evolution.

You may have noticed that the latest version showcases the Kia symbol, alternating between a vibrant red and a sleek black hue. This contemporary design injects a sense of futurism, fun, and youthful energy into the Kia brand identity . Don't worry; the company employs a wordmark as its primary visual representation but with a modern twist.

What's particularly intriguing about the new logo is how the letters “KIA” seamlessly blend, forming a distinctive and innovative shape. They've become one entity, creating a truly unique visual experience.

Criticism of the New Kia Logo

Designers understand the immense significance of brand recognition , and car logos take the lead in worldwide acclaim. However, recent Google search data indicates that a specific car manufacturer's recent rebrand might not receive the anticipated reception.

In its grand unveiling, Kia proudly presented its new logo, creating quite a buzz. The company bid farewell to its previous, somewhat childlike text and opted for a sleek, geometric design with sharp angles. Yet, almost two years later, concerns have arisen regarding legibility, and we can substantiate this claim with factual data.

Shedding some light, Google search statistics have shed doubt on the logo's effectiveness.

There seems to be some confusion among drivers, with many mistakenly reading the new logo as “KN” instead of Kia. Surprisingly, it's not just a handful of people making this mistake; a Twitter user recently showed how widespread it is. Believe it or not, approximately 30,000 individuals per month are Googling ‘KN cars'. That's quite a significant number!

Now, when the time comes for Kia's next rebranding endeavour, I'd highly recommend that their designers look at our comprehensive guide on logo design. Trust me; they'll find it incredibly helpful in avoiding such mishaps and creating a logo that truly shines. After all, a logo is the face of a brand, and having a clear and memorable one is crucial.

We've all seen how logo failures can have a lasting impact on a company's reputation. It's not just about offending people or being challenging to read; it's about effectively communicating the brand's essence and establishing a strong visual identity. So, Kia's designers, if you're listening, take a moment to delve into our guide. It's filled with valuable insights, tips, and best practices to guide you through the logo design process, ensuring your next logo is a winner.

Wrapping Up

In the ever-changing branding landscape, few symbols have endured the test of time and captured the essence of transformation quite like the Kia logo. The logo has become a beacon of innovation, progress, and ambition from humble beginnings to its current dynamic form. Through a captivating journey of design evolution, the Kia emblem stands tall as a testament to the brand's relentless pursuit of excellence and its unwavering commitment to shaping the future of mobility.

From its origins in the early 1940s as a manufacturer of bicycle parts, Kia has grown into a global automotive powerhouse, and the evolution of its logo mirrors this remarkable ascent. As we delved into the historical narrative of the Kia logo, we witnessed the brand's ability to adapt, reinvent, and redefine itself in a rapidly evolving world.

The early iterations of the logo represented simplicity, reliability, and functionality—qualities that resonated with Kia's initial focus on bicycle production. However, as the brand ventured into the automobile industry, it embarked on a transformative journey, seeking to redefine its identity and establish itself as a force to be reckoned with.

The progressive evolution of the Kia logo reflects the brand's determination to break free from convention and embrace a bold and dynamic vision. The logo underwent a metamorphosis with each redesign , shedding its old skin and emerging with renewed vigour. The embodiment of this evolution lies in the confident strokes, the sleek contours, and the vibrant colours that have come to define the modern Kia emblem.

Beyond mere aesthetics, the Kia logo encapsulates the brand's core values and aspirations. It embodies a spirit of constant improvement and a drive to push boundaries, mirroring Kia's commitment to cutting-edge technology, sustainable mobility, and exceptional craftsmanship. It symbolises the brand's unyielding pursuit of innovation and its dedication to delivering superior experiences to its customers worldwide.

As Kia continues redefining the future of transportation and mobility, the logo will undoubtedly evolve further. It will serve as a canvas for the brand's future endeavours, reflecting its customers' changing times, shifting aspirations, and ever-evolving needs. The Kia logo is not just a mark; it is a living testament to the brand's unwavering determination to shape the future and leave an indelible mark on the world.

Stuart Crawford

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Movement That Inspires: Kia's New Logo And Brand Strategy Aims For The Future

Kia is reinventing its brand strategy and corporate mission with a literal bang. Most recently, Kia presented its new logo to the world by commissioning a world-beating fireworks display , an innocuous message of the brand's promise in solidifying its presence in the ever-changing automotive industry.

Kia is also dropping 'Motors' from its corporate name as the brand transitions from a manufacturing-driven business model to creating new and exciting mobility products and services to its future customers. "Removing the 'Motors' from Kia's corporate name shows our commitment to our long-term plan and business strategy," said Ho Sung Song, Kia's President, and CEO. "Kia wants to create sustainable mobility solutions for consumers, communities, and societies around the world."

Unsurprisingly, Kia has a new slogan accompanying its new logo. For many years, Kia vehicles have proven their 'Power to Surprise' slogan by offering value-driven products across its lineup. Now, Kia's new 'Movement that Inspires' motto is clearly aiming for the future. "We want to go from being a company that people work for to a company that people feel inspired to work for," said Artur Martins, Head of Global Brand & Customer Experience at Kia. "Consumers don't relate themselves with brands only because of the products, but are based on the experience they have when they buy the car and when they own the car, so those two elements are critical for our future."

The desire to move and attract new ideas is reflected in Kia's new logo, which drew its fair share of criticisms and praise upon launch. I like the new logo, and it bodes well with Kia's new brand identity headlined its latest offerings, including the award-winning Telluride SUV and K5 sedan . I'm also keen on driving the new Carnival minivan (previously known as the Sedona), which Kia confirms will be the first in North America to brandish Kia's fresh and modern logo.

"We designed the logo around two basic principles. The first is symmetry that symbolizes a sort of stability and confidence that we have towards the future," said Karim Habib, Head of Kia Global Design. "The second principle is the rising gesture that you see on the K and on the A, meant to symbolize a rise in what we want to achieve with the brand and what we provide in terms of the brand experience to our customers in the future."

However, the first global model to bear Kia's brand spanking new logo will be an all-electric crossover riding on a shared E-GMP platform with Hyundai's Ioniq 5 crossover EV . Kia is planning to launch seven new all-electric vehicles by 2027 in an attempt to grab a 6.6-percent share of the global BEV market by 2025.

According to Kia, it's next-gen electric vehicle will debut in the first quarter of 2021, promising over 310 miles (500 kilometers) of range and high-speed charging in under 20 minutes. Additionally, Kia is diversifying its core business to create eco-friendly mobility solutions in strategic regions worldwide.

The brand is currently developing a new lineup of Purpose-Built Vehicles (PBVs) for corporate clients. This segment is expected to grow five-fold by 2030, fueled by rapid demand in the e-commerce and car-sharing industries. Early last year, Kia and parent company Hyundai teamed up with California-based EV startup Canoo in developing an all-electric platform for future EVs. The collaboration aims to create a fully-scalable, all-electric platform that can be utilized for anything from purpose-built vehicles (PBV) to small electric vehicles for full-scale production.

"The new Kia is undergoing a full transformation to deliver meaningful experiences, products, technologies, and design that are all focused on you – our customers," said Kyungmi Lee, Head of Marketing Communications at Kia. "From now on, every time you encounter a new element of the Kia brand, we want you to be inspired."

Kia has come a long way from manufacturing steel tubing and bicycle parts to partnering with Ford in producing Mazda-based vehicles like the Kia Pride (also known as the Ford Festiva or Ford Aspire in other markets) in 1986. After declaring bankruptcy amid the Asian financial crisis in 1997, Hyundai acquired 51-percent of Kia to outbid Ford. At the moment, Hyundai owns a one-third stake in Kia and remains the brand's largest stakeholder, although Kia retains ownership in more than 20 Hyundai subsidiaries.

After wowing the automotive landscape with its newest offerings, I'm expecting bigger and brighter things for the new Kia brand, particularly the 2022 Carnival minivan arriving this summer. The Carnival is ushering the Grand Utility Vehicle (GUV) segment with minivan-levels of space, comprehensive luxury features, and bold styling reminiscent of larger seven-seat SUVs. "We want Kia to represent what we want to be as a brand and how we want to transform as a responsible mobility provider in the future," concludes Martins.

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Kia rebrands with new logo and philosophy

Massive changes will surely future-proof the global car maker.

By Kap Maceda Aguila

EVEN AS its 15-year-old slogan “The power to surprise” will be mothballed in favor of “Movement that inspires,” Kia Motors pulls off a, well, surprise.

Last week, Kia unveiled a vastly changed logo — embodying what it calls its “new brand purpose and ambitions for the future.” The company also drops the word “motors” from its moniker.

During an online showcase, Kia President and CEO Ho Sung Song said, “At Kia, we believe that transportation, mobility, and movement represent a human right. Our vision is to create sustainable mobility solutions for consumers, communities, and societies globally. Today, we start putting this vision into action with the launch of our new brand purpose and strategy for the future.”

The South Korea-headquartered car maker did some “deep introspection” and interviewed industry experts, Kia employees and customers, and even “those who have never considered buying Kia to objectively hear how people feel about us,” said Mr. Song.

“These voices are the reason for our transformation, the reason to reinvent ourselves, and the reason why we are relaunching the Kia brand,” he continued. Kia now rolls out a “new brand purpose, new corporate mission, new business direction, new design philosophy, and a new working culture that empowers (its) employees and puts… customers at the heart of actions and discussions.”

In a recent press conference, Kia Philippines Marketing Director Franz Decloedt said that the old tagline was better suited to an underdog brand. “‘Movement that inspires’ captures our brand purpose and (denotes a) future-leading quality. We are bold, connected, and expansive,” he underscored. “It’s not just a logo change.”

Kia wants to move away from what it calls its “traditional manufacturing-driven business model,” reflected in its dropping “motors” from its name. The firm promises to “expand into new and emerging business areas by creating innovative mobility products and services to improve customers’ daily lives.”

The new brand purpose envisions Kia as meeting “changing customer expectations about how they move, and how their movement impacts the world around them. Consumers are increasingly seeking out flexible, environmentally conscious, and integrated forms of transportation.”

Meanwhile, new brand strategy calls for the company to “respond to — and shape… changing expectations by developing a range of products and services to meet customers’ needs in markets around the globe. These will offer greater access to a wider range of environmentally conscious mobility products and services to meet growing demand from customers worldwide for flexible, customizable, individualized mobility solutions, enabled by data and new technologies.”

The company also vows to promote “more sustainable production” by using clean energy and recyclable materials, and commits to develop seven battery electric vehicles (BEVs) by 2027 — a lineup comprised of passenger vehicles, SUVs and MPVs “across several segments, each incorporating industry-leading technology for long-range driving and high-speed charging from Hyundai Motor Group’s new Electric-Global Modular Platform (E-GMP).” Kia is also looking at producing a range of purpose-built vehicles (PBVs) for corporate customers as the firm anticipates demand for these to grow five times by 2030, fueled by growth in e-commerce and car-sharing services.

The global brand said it will roll out the first of its next-generation BEVs (which will boast a crossover-inspired design) by the first quarter, but Kia Philippines stated that the earliest we can see these is next year.

The firm added that this vehicle will have a driving range of over 500 kilometers and promise a high-speed charging time of under 20 minutes. This new vehicle will also be the first to receive the new logo. “With its growing range of BEVs, Kia is targeting a 6.6% share of the global BEV market by 2025, and global annual sales of 500,000 BEVs by 2026.”

The rebranding will be cascaded here as early as the second half of the year, according to Kia Philippines, with the corporate image rolling out to dealerships within two to three years.

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When you set out on a new car search, there are many things you look out for – how many seats the vehicle has, what features it comes equipped with, how it handles the road; the list goes on and on. Beyond the car itself, there are also several brands that you search for cars from – Toyota, Jeep, Honda , Kia ; the options are endless. 

What drives your car deal search are many things. Your family may be loyal to one type of car, you may have had that brand before and had a great experience, or that brand’s logo may be one you recognize. 

For today’s article, we are going to look at one of those car brands. Kia is a car brand with a logo that you surely recognize. While you likely look at the logo without second thinking, you probably don’t know the story behind Kia and how its logo came to be.

Throughout the rest of this article, we’ll take a deeper dive into that. Not only will you learn more about this competitive car brand, but you’ll also be able to take away some key lessons from Kia’s logo design that you can implement with your business’ graphics. 

We’ll take a deeper dive into Kia’s evolution in a moment, but if you aren’t familiar with the car brand, let’s provide a brief overview.

Founded in 1944 by Kim Chul Ho in Seoul, South Korea, Kia has grown to be a key player in the competitive automobile industry.

Before entering the automobile industry, Kia started in a different market, bicycles. When Kia launched, Kia’s focus was on creating and selling bicycle parts and steel tubing.

It wasn’t long before Kia revamped their services to create cars and trucks.

Even though Kia was founded and manufactures vehicles in South Korea, the brand services customers all around the world.

Even today, Kia is the second largest automobile manufacturer in South Korea. The only brand that surpasses them is Hyundai, Kia’s parent company. 

The Evolution of Kia

1944: The early days of Kia

Born in 1905, Kim Chul Ho , founded Kia at the age of 39. Before Kia was named “Kia,” Kia was called Kyungsung Precision Industry. Ho founded Kia as a company focused on making bicycle parts and steel tubing, rather than automobiles. 

1952: Kia becomes Kia Motors

In choosing the name “Kia,” Ho chose a word that translates to “the rise of Asia,” and a word that was a shortened version of the past company’s name. This new name showcased the brand’s plan for innovation and creativity, all coming out of Asia. 

 It took time for Kia to learn about the automobile industry and release its first vehicle. Even though its name changed, Kia produced the first Korean bicycle in 1952.

By 1955, Kia’s bicycles were becoming rapidly popular, and this led the company to think about expanding its operations. This led them to produce a scooter in 1957, and a three-wheeled motorcycle in 1961. 

1972: Kia receives licensing to manufacture cars

Once Kia received the green light to manufacture automobiles, Kia set out to build a manufacturing plant for production. This plant was opened in 1973 and was called the Sohari Plant. 

1992: Kia expands to the United States

While Kia’s founder passed away before this expansion happened, he undoubtedly would have been ecstatic to see Kia have a global expansion. 

1998: Kia merges with Hyundai Motor Company

During the Asian financial crisis, Kia was forced to pivot. This led them to agree to a partnership deal with Hyundai Motor Company.

With this agreement, Hyundai (still) holds a 34% stake in Kia Motors and Kia Motors has stakes in 22 subsidiaries belonging to Hyundai. Hyundai was able to outbid Ford for this partnership, a company that had been interested in Kia since 1986. 

Today: Kia continues to be a brand focused on innovation

While competition in the car industry is fierce, Kia has remained competitive. Through the release of new cars all over the world, and with 14 manufacturing plants in 8 countries, Kia has created a global presence. 

Roadblocks Along the Way

The first roadblock Kia faced, that we want to highlight, was in 1981. Chun Doo-hwan was a new military dictator who wanted to consolidate the automobile industry. Since Kia had to comply with this order, Kia was forced to temporarily stop the manufacturing of their passenger vehicles and put their focus elsewhere. This was soon after the brand had already begun manufacturing cars, which was certainly a bump in the road for them. 

Other roadblocks came later. In 2012, Kia gained some bad press after it was discovered that they inflated their fuel economy numbers in the United States. As a response to this press, Kia reimbursed the car owners that were affected. 

Beyond those roadblocks, Kia also dealt with the usual roadblocks that come along with the car industry. For instance, whenever vehicle parts were recalled, Kia would receive negative press and with the market being so competitive, Kia constantly had to be at the forefront of innovation and design to stand out and build brand loyalty. 

The Meaning of Kia’s Logo and Kia’s Logo History

Every brand’s story is different. Some keep the same logo for decades, others mix up their logo every few years, and others have a logo that has never been changed. For Kia, not only have they updated their logo through the years, but they have two separate logos.

This may seem like a confusing strategy, but it works for the brand. Rather than having one universal logo, Kia has decided to use one logo for the international market, and a separate logo for their local market in South Korea. The local market logo is much simpler and is only a simple, sleek “K.” For this article, we’ll be focusing on the international Kia logo that we see regularly. 

As you read through Kia’s logo evolution below, you’ll notice a few things. Rather than focusing on an array of symbols and colors, Kia’s designers opted to play around with the wordmark. This isn’t to say that the designers neglected using any symbols but rather, they opted to have the focal point be the Kia brand name.

What the designers were aiming to convey with the logo are the pillars that the car brand stood on – speed, creativity, and excellence. While this is just a brief overview, below we’ll take a closer look at each of Kia’s logos over the years. 

1944: The first version of the Kia logo

This logo showcases common themes you find with the first logo of many companies – it incorporates many different features and is far more complicated than the brand’s other logos. This first iteration also was when Kia had a different business focus, focusing on bicycle manufacturing and parts. When you remember that, this logo makes sense. It resembles a gear that would be commonly found on a bike with three diamonds around it. Rather than opting for color, Kia kept this logo in black and white to convey professionalism in authority to the industry.

1964: The second version of the Kia logo

Two decades later, Kia transitioned to car manufacturing.

With this shift, the brand needed a logo that could rebrand the company and serve as a placeholder until a more “permanent” logo was designed.

The company decided to go with this simple green emblem. This green circle has a sleek, sharp diagonal line extending from it, resembling the letter “Q,” except upside-down. 

1986: The third version of the Kia logo

For a logo that was only supposed to be a placeholder, Kia’s previous logo lasted for another two decades. In 1986, the company rebranded with a new logo that looked significantly different than the last iteration. This logo played around with a new color, blue. The letters were bold, just like the previous emblem was. A final addition worth noting is the blue line at the top of the wordmark, resembling a wave. This symbolizes that like an ocean always drifting along, the Kia brand is always moving forward. 

1994: The fourth version of the Kia logo

With the arrival of the 90s, Kia decided to rebrand their logo again, this time only electing for minimal changes. This logo was a different color, red, and also incorporated the entire brand name in the word mark. The font was stylized, the lines were thick and bold, and the wordmark was strategically placed inside an oval. Instead of keeping the stylized, youthful elements of the past version, this emblem was cleaner, more professional, and the red color conveyed the passion Kia has for this industry. 

2012: The fifth version of the Kia logo

For the logo iteration, only minimal changes were implemented. The lines were slimmed down and the red was more prominent.

This updated logo design stuck with the brand for a while and helped to build brand recognition and loyalty, not being updated again until recently. 

2021: The sixth (and current) version of the Kia logo

In 2021, Kia released a new logo to be the face of the car brand. This logo design shifted away from the design that was a staple of the brand since 1964. Instead of removing red from the logo altogether, this design is often depicted in black but is sometimes depicted in red still. The use of black conveys how Kia has evolved and what it holds for the future. This design provides Kia with a new youthful, futuristic, and fun identity. Instead of the typography used previously, Kia has shifted to a new stylized, unique font, that almost causes the letters to look like they have merged. 

Kia’s logo font:

Kia’s logo has not altered much through the years, but what has been the prominent part of the logo is its font. The typography and wordmark are always the focal points of the logo. Like many companies, Kia has a customized sans-serif font that is unique to the brand. The defining characteristic of the font is that it consists of bold, modern, capital letters. 

Kia’s logo color:

Kia hasn’t played around with many colors throughout the year with its logo. The official colors of the logo are red, black, and white. With the recent and current design, the brand alternates and chooses where to display the logo in black and white versus red. These color choices are powerful ones conveying strength, sophistication, professionalism, and innovation. 

Kia’s logo symbols:

At first glance, you may not associate Kia’s logo with having a symbol, but what the logo elements together form is in fact, a symbol. Every element of the design is strategically placed to create a symbol of passion, energy, innovation, creativity, power, and discovery, which are all pillars of Kia’s business model.

Almost 80 years since Kia was first founded, Kia has grown to be a global competitor in the automobile industry.

In 2019, Kia ended the year with an annual sales revenue of $2.8 million.

The overseas automobile market is an extremely competitive one, but Kia has managed to solidify its rankings as the second-largest car manufacturing company in South Korea. The only company that has surpassed them is Hyundai, Kia’s parent company. 

In 2019, Kia was also named one of the top 100 brands in the world by Interbrand and was listed as one of the top 50 car brands in the United States by Car Logo.

Beyond this ranking recognition, Kia has also gained a presence through sponsorship and publicity. For the 2014 FIFA World Cup in Brazil, Kia served as an official sponsor, and also during 2014, Pope Francis was spotted inside a Kia Soul, helping the brand gain international attention. 

Today Kia still has its headquarters in Seoul, South Korea with 14 manufacturing facilities in 8 different countries, including the United States.  

Lessons Learned from Kia

While other car brands have gone through countless logo redesigns, Kia has kept their redesigns minimal, only going through a significant rebranding recently, in 2021. Looking at Kia’s logo evolution, there are a few lessons we can all learn.

The first is to keep your logo consistent with your brand’s mission . Kia’s logo design is intentional and symbolizes how the brand sells globally and is focused on the future and creativity.

Another lesson is about simplicity. Instead of over-complicating the logo with many features, Kia’s design team kept the logo simple and sleek.

The final lesson is around color choice. Kia chose red as its main color to convey the passion that the brand has for this market. 

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Why Kia’s confusing new logo might actually be good for business

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Take a drive on an American highway and look at the logos around you. Among the Toyota emblems and Subaru star clusters, you might spot another logo that, if you squint, looks kind of like the letters “KN.”  It actually spells “Kia,” but has led to thousands of people Googling “KN car” every month. 

James I. Bowie, a sociologist at Northern Arizona University who studies trends in logo design and branding, recently wrote about the Korean automaker’s logo for Fast Company . He spoke with “Marketplace” host Kai Ryssdal about a wider design trend (crossbar-less A’s) it’s a part of. The following is an edited transcript of their conversation: 

Kai Ryssdal: Could you help me understand, first of all, why Kia, a successful car brand decided to change its logo in the first place?

James I. Bowie: I think, you know, two years ago, when they brought out this new logo , I think they’re maybe looking to project more of an upscale feel. They focused on this idea of mobility and movement, I think, looking to the future, and the logo was a handy way to signal that change that they were looking for.

Ryssdal: OK, but have they succeeded? Because as I said, up in the introduction, people are confused by this thing, including me to be completely honest with you.

Bowie: I think they have succeeded. It’s been two years. Their stock appears okay. 

Ryssdal: And also we’re talking about it right? So that’s a win. 

Bowie: Yeah, I think the fact that 30,000 people a month are Googling “KN Car” because they don’t seem to be able to read the logo might sound initially like a bad thing. But I think it shows that people are curious, like, ‘Hey, what’s that cool car I saw?’ In my opinion, that’s better than people ignoring your product altogether.

Ryssdal: Fair enough. So in a certain world in the design world, and in the consumer curiosity world, this has become a tad trendy. Is that a good thing?

Bowie: You know, the trends in logo design seem to kind of come and go. In this case, we’re talking about crossbar-less A.

Ryssdal: Right. You jumped ahead to the next question on my list. Let’s explain crossbar-less A and how it applies in this context and then more widely.

Bowie: Well, both the old and the new Kia logos have a crossbar-less A. The new one is a little more elaborate in design, and perhaps a little harder to read. That’s a trend we’ve seen going back to the 1960s as kind of a shortcut that designers can take to maybe project an image of, you know, futurism, or modernism. We’ve seen this trend go from being 1% of A’s in logos in 1978 up to 2% in 2000, and up to 9% in the past year. I think up to a point, there’s a benefit to following one of these graphic design trends.

Ryssdal: So two things about that. No. 1, it’s interesting to me that there is a set of specialists in this country who track the percentage of crossbar-less A in logos.

Bowie: Yeah, I think that’s me.

Ryssdal: OK, yes, that’s you. But also, if everybody’s doing a crossbar-less A, is anybody doing crossbar-less A? You know what I mean?

Bowie: Yeah, exactly. Once it becomes too common, it becomes sort of like the slang word that your mother starts using. You know, perhaps this trend has gone too far. 

Ryssdal: How did it come to be, by the way — this is a little off-topic, but whatever — that you as a sociologist started studying and becoming an expert in logos?

Bowie: Well, it’s a long story, your program is not that long. But in the 1990s, I was in graduate school interested in the sociology of organizations in the sociology of culture. And I started noticing in the late 1990s, there were all these dot com companies that had these switches for logos, and it was it was really prevalent at the time. And I realized, oh, logos actually are interesting intersection of these two areas that I’m interested in, organizations and culture, and started kind of following this topic, discovered that the United States Patent and Trademark Office maintains data on the graphical makeup of logos. Oh, wow. And yeah, long story short, yeah.

Ryssdal: That’s quite the dataset. All right, last thing, and I’ll let you go. Do you have an absolute favorite logo out there?

Bowie: Wow, that’s, that’s a good one. Well, just for entertainment purposes, I really like the logo of Yellow, the trucking company. They have a fairly simple wordmark , saying their name “Yellow” and it’s inside of kind of a trapezoidal holding shape, but that shape is orange. And it’s just one of these kind of non sequiturs that always tickles me every time I see it. 

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Kia unveils rebrand with dramatically different logo design resembling a handwritten signature

The car brand revealed its new logo and brand slogan in a world-record-breaking light show in Seoul that rivalled any international New Year’s celebration.

Car brand Kia has unveiled its new logo and brand slogan, the latest in a string of car companies revamping their image for a rapidly changing contemporary market. Displaying a dramatically different typographic approach, shape and new colour scheme, the new logo is far from a brand tweak, but reveals a bravely large step away from its old image. It launched the new logo in an epic firework and light show in Seoul, South Korea, where it is headquartered, that gave many of the global New Year’s celebrations a run for their money, the mark created from drone lights in the sky that shot out jets of sparks. This also set a new world record for the “most unmanned aerial vehicles launching fireworks simultaneously”.

Kia’s old logo was its word mark in all caps but separate letterforms, its signifying detail being the missing horizontal bar on the ‘A’, which has stayed for the rebrand. The three characters also had a distinctive serif flick on the top left, a subtle hint at conveying movement. This detail has been shed in the redesign by its in-house team, and the type is now joined up, designed to resemble a handwritten signature, a “rhythmical, unbroken line,” the brand says in a statement. The word mark places heavy visual emphasis on the acutely angled ‘K’ and ‘A’ forward slants, and has a new similarly angled chamfer to the top left of the ‘K’ and bottom right of the ‘A’ that mirror each other. The brand says its symmetry “demonstrates confidence” while the “rising gestures” of the logo (referring to the sharp slants) “embody Kia’s rising ambitions for the brand”. Overall this carries forward the feeling of movement from the old logo, but in a more sophisticated way. While the type is less clearly legible than the old logo, the mark is nonetheless a bolder and more coherent, modern symbol.

The branding also replaces its red, white and black branding with black on white, though it may reveal more colourways in a forthcoming full brand strategy presentation on 15 January. This, and the new typography, aligns the brand more strongly with its parent company Hyundai. However, unlike Hyundai, Kia has removed its oval shaped badge for this rebrand – something the recent rebrands of Nissan , Toyota , BMW , and Vauxhall haven’t done.

Kia also announced its new brand slogan, “Movement that inspires” – replacing its former slogan “Power to surprise” – adding that its “bold transformation and all-new brand purpose… represents [its] ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business”.

“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation”, says Ho Sung Song, Kia’s president and CEO. “The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes. Our new logo represents our desire to inspire customers as their mobility needs evolve, and for our employees to rise to the challenges we face in a fast-changing industry.”

Gallery Kia rebrand (Copyright © Kia, 2021)

Kia old logo

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Brand Breakdown: The Case of Kia

Nov 9, 2023 | Read time: 5 min.

RJ Licata , Sr. Director of Marketing

Brand Breakdown Series

Welcome to the Brand Breakdown series , a monthly deep dive into the marketing strategies of leading global brands.

We’ll be exploring the winning, and losing, strategies that are pushing the boundaries of traditional marketing through the lens of owned asset optimization (OAO), a new approach to building consumer connection.

Subscribe today for unique insights straight to your inbox, exploring how the world’s most recognizable brands are connecting with consumers. 

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There’s a difference between getting noticed and being known. In the world of marketing, within that somewhat subtle difference lies an ocean of opportunity. 

You might remember the now-infamous Kia logo redesign, was initially received as a failure as far as brand recognition strategies go. Some argue that, in an attempt to follow a more elevated and futuristic design trend, Kia caused undue confusion around their logo, a critical asset for any brand to get right in the game.

Design critics pounced on its illegibility, and marketers have been writing about the hit to Kia’s brand recognition and branded search ever since its debut. 

But what one industry expert calls confusion, another could call interest, curiosity — or attention . 

When we look at the data, we see consumers flocked to Google to ask questions about both the “kn car” and “Kia logo” along the same trending timeline.

Data source: Google Trends

Does this signal confusion? In the context of the story, it could. 

Attention and opportunity? Without a doubt.

Whether Kia set out to or not, they created 1.6 million new annual branded searches with a single marketing initiative. Those searches were driven in part by the human psychology behind any rebrand or redesign: our predisposition to notice things that are unfamiliar—like a new car logo that’s suddenly everywhere.

Capturing (accidental) attention with owned assets

Ultimately, Kia succeeded in sparking attention and getting noticed—even if people didn’t know it was them at first. Sometimes the best marketing strategies leverage a little mystery, even when not on purpose.

But was Kia able to control the demand they created? 

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Many argue the move was an industry failure as far as a brand recognition strategy goes. But if you look at performance and impact from the perspective of consumer attention, the script starts to flip.

As more consumers took notice of the new logo, they searched for information about “kn car.” Keyword datasets expanded and annual search volume ballooned, sparking a viral news cycle about how many people were searching for a car that didn’t exist.

But generating attention doesn’t automatically translate to true opportunity or positive impact.

This is especially true if you fail to capture and control the demand you’ve created, missing opportunities to connect with consumers by not showing up with content optimized to meet their needs.

To their credit, Kia marketers took notice of the new interest and thoughtfully published content about kn cars on owned domains at the same time that Google began to associate the term with the Kia brand.

• New Kia Logo
• What is a KN Car?
• Redesigned Kia Logo Unveiled | What is a “KN” Car?

Data source: Semrush

As a result, individual Kia dealership webpages protected a good chunk of the search market share against news organizations for “kn car” queries, owning 55% of the total market share for this topic. 

Outperforming publishers for online attention has become critical in being able to make direct connections between the Kia brand and consumers.

Kia now controls about 40% of the total search market share they generated, according to data from Carina, Terakeet’s proprietary insights platform.

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Using OAO to outperform competitors

Ultimately, Kia skillfully harnessed the power of their owned platforms and created valuable owned assets to capitalize on the opportunities they created, but let’s explore how an intentional, longer-term owned asset optimization (OAO) strategy could yield even better outcomes in consumer connection.

While Kia controls about 40% of the total search market share they generated, publishers still own nearly 58%.

Data source: Carina – Terakeet

This is arguably because publishers are creating content that’s better optimized for what people are really looking for right now—or what they mean in the specific moment when searching phrases such as “kia logo.”  1

But just because third-party publishers are winning, doesn’t mean Kia can’t. With an OAO strategy, any conversation about your brand—whether you started it or not—is an opportunity to gain control and connect.

“The expanding portfolio of digital assets at the core of OAO retains value even if the brand shifts focus, as opposed to advertising, where value only comes while the brand is spending. OAO gives the brand-consumer data and proven messaging to draw from when optimizing campaigns in other channels. 

— Pat Danial, Chief Technology Officer

If we look at the plot points of Kia’s logo redesign through the lens of OAO, the strategic formula begins to reveal itself:

• Prior to launching the redesign, Kia updated their website to reflect their new logo.
• As consumers encountered the change IRL and across online channels, they took their winding journeys , leaving consumer data behind in the form of organic search queries.
• Both Kia marketers and third-party publishers drew insights from that data and optimized owned assets — in this case, pages on their site — to answer queries and connect with consumers.

Connecting with consumers by meeting their needs

Conversations evolve and intent changes in real-time, all the time. This is where nimble publishers have been able to gain more of a foothold for the branded “Kia logo” topic. 

A more proactive, and holistic, owned asset optimization strategy could help Kia transform attention into real connection. By employing a persistent cycle of monitoring and interpreting consumer intent data , Kia can create content optimized to meet the needs of their consumers, expand their online presence, and build valuable relationships with their audience. 

While Kia successfully positioned themselves to meet and answer specific consumer questions around the “KN car,” adopting a comprehensive OAO strategy would further safeguard their brand, and help them leverage evolving topics and consumer behavior to create more connections and ultimately boost brand revenue.

Brand Breakdown

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‘Movement that inspires’ – Kia presents its new brand purpose and future strategy

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• New brand strategy and future ambitions revealed in digital showcase
• Corporate name changed from ‘Kia Motors’ to ‘Kia’
• Company puts its ‘Plan S’ long-term strategy into action to create sustainable mobility solutions for customers
• Seven new dedicated electric vehicles to launch by 2027
• Kia turns to recyclable materials and renewable energy for more sustainable manufacturing
• Kia’s first dedicated BEV and new design philosophy to be revealed soon

January 15, 2021 – Kia has announced new details of its new brand purpose and ambitions for the future during a digital showcase event. Supported by a new brand slogan, ‘Movement that inspires’, Kia today reveals new details of a strategy which will see the company go beyond vehicle manufacturing to create sustainable mobility solutions for customers.

Signaling the brand breaking away from its traditional manufacturing-driven business model, Kia has announced a new corporate name. Removing the ‘Motors’ from its name (previously ‘Kia Motors Corporation’), Kia will expand into new and emerging business areas by creating innovative mobility products and services to improve customers’ daily lives.

Ho Sung Song, President and CEO of Kia Corporation, comments: “At Kia, we believe that transportation, mobility, and movement represent a human right. Our vision is to create sustainable mobility solutions for consumers, communities, and societies globally. Today we start putting this vision into action with the launch of our new brand purpose and strategy for the future.”

The ‘New Kia Brand Showcase’ can be viewed on the Kia Global YouTube channel from 09:00 Korean Standard Time on Friday January 15, 2021 (01:00 CET, January 15 / 16:00 PST, January 14): https://youtu.be/U67RlX9ibfo

Introducing Kia’s new brand purpose and slogan: ‘Movement that inspires’

Kia’s new brand slogan, ‘Movement that inspires’, is introduced today at the heart of a brand manifesto which reflects Kia’s new purpose of inspiring consumers through products and services, and their experiences with the brand.

Kia’s new brand purpose emphasizes that movement is at the genesis of human development. Movement 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 – 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.

Artur Martins, Senior Vice President, Head of Global Brand & Customer Experience at Kia, said “Movement has always been at heart of our brand, and moving people at the core of our business. Movement helps humankind to constantly progress, improve, and evolve. That is why at Kia we believe that movement inspires ideas.”

Kia has been in the ‘movement’ industry for more than 75 years, and the company went on to create Korea’s first domestic bicycles and to manufacture motorcycles and delivery trucks. Today, Kia is one of the biggest automakers globally, providing high-value passenger vehicles to millions of people around the world.

Under its new brand purpose, Kia will meet changing customer expectations about how they move, and how their movement impacts the world around them. Consumers are increasingly seeking out flexible, environmentally conscious, and integrated forms of transportation.

Kia’s new brand strategy is to respond to – and shape – these changing expectations by developing a range of products and services to meet customers’ needs in markets around the globe. These will offer greater access to a wider range of environmentally conscious mobility products and services to meet growing demand from customers worldwide for flexible, customizable, individualized mobility solutions, enabled by data and new technologies.

Kia Corporation’s broader vision for sustainable mobility

Reflecting the brand’s broader vision for mobility, Kia has announced today a new corporate name as it expands into new business areas to promote sustainable mobility. By removing the ‘Motors’ from its name, Kia’s new corporate name shows a commitment to its long-term ‘Plan S’ business strategy. This was announced in 2020, and will see the brand establish a leadership position in the future mobility industry, expanding its business to encompass EVs, mobility solutions and services, purpose-built vehicles, and more. Alongside these efforts, Kia will simultaneously promote more sustainable production through the usage of clean energy and recyclable materials.

Kia is focused on popularizing battery electric vehicles (BEVs), and plans to reinforce its global product line-up with the introduction of seven new dedicated BEVs by 2027. These new models will include a range of passenger vehicles, SUVs and MPVs across several segments, each incorporating industry-leading technology for long-range driving and high-speed charging from Hyundai Motor Group’s new Electric-Global Modular Platform (E-GMP).

Kia is also developing a range of new Purpose-Built Vehicles (PBVs) for corporate customers. These specialized vehicles will be based on flexible ‘skateboard’ platforms, with modular bodies designed to meet the specific mobility needs of a broad range of corporate and fleet customers. Partnerships with the likes of Canoo and Arrival will mean Kia PBVs can offer different bodies mounted on top of an integrated modular ‘skateboard’ platform, tailored to users’ functional requirements.

Demand for PBVs is expected to grow five-fold by 2030 due to rapid and sustained growth in e-commerce and car-sharing services. Bespoke Kia PBVs will be tailored to meet the needs of corporate and fleet customers. For instance, these could include car-sharing vehicles, low-floor logistics vehicles, and delivery vehicles.

The change in the company’s corporate name also means transforming the organization’s working culture. President Song explains: “Changing our corporate name and logo is not only a cosmetic improvement. It represents us expanding our horizons and establishing new and emerging businesses that meet and exceed the diverse needs of our customers worldwide. More importantly, it also means adapting our working culture, enabling the creativity of all our employees and establishing an inspiring work environment.”

Development of eco-friendly mobility services

Another strategic objective under Plan S is a commitment by Kia to diversify its business to offer eco-friendly mobility services, centered on electric and autonomous driving across major global cities.

In addition, Kia is ramping up collaboration and partnerships with global mobility solutions businesses, diversifying mobility services in global strategic regions. In 2018, the company invested in Grab, Southeast Asia’s largest ride-hailing service, food delivery and payment solutions company; and in Ola in March 2019, an Indian company offering peer-to-peer ridesharing, ride-service hailing, taxi, food delivery and other mobility services.

Kia is also establishing other mobility services, including WiBLE, a car-sharing joint venture with Repsol, Spain’s major energy corporation, in Madrid. Launched in September 2018, WiBLE operates 500 Kia Niro Plug-in Hybrid EVs (PHEVs) through a free-floating method that allows users to freely rent and return vehicles within the service area. WiBLE remains one of Europe’s most successful shared mobility schemes, with over 130,000 members having registered since its inauguration. A new service, KiaMobility, was also launched in locations across Italy and Russia in September 2020, accelerating the company’s transformation to becoming a mobility solutions provider. KiaMobility will be introduced to several new markets in the years ahead.

Coming soon: Kia’s first dedicated BEV and a new design philosophy

The first of Kia’s next-generation BEVs will be revealed in the first quarter of 2021, embodying Kia’s shifting focus towards electrification. Based on new E-GMP technology, this dedicated BEV will boast a crossover-inspired design, while offering an electric driving range of over 500 kilometers and a high-speed charging time of under 20 minutes. This will also be the first global model to bear Kia’s new logo.

With its growing range of BEVs, Kia is targeting a 6.6% share of the global BEV market by 2025, and global annual sales of 500,000 BEVs by 2026.

Kia will also reveal more information about the new design direction of its future products and services in the weeks ahead, with a new design philosophy which reflects the brand’s transformation.

Karim Habib, Senior Vice President, Head of Kia Global Design Center, explains: “We want our products to deliver an instinctive and natural experience that can improve the daily lives of our customers. Our aim is to design the physical experience of our brand and to create original, inventive, and exciting electric vehicles. The ideas of our designers and the purpose of the brand are more connected than ever, with our customers at the center of what we do.”

Press Contacts

Elon Musk’s compensation package case will haunt Tesla for years

I believe that Elon Musk’s compensation package will haunt Tesla for years as lawsuits are already piling up.

Everyone is pointing fingers at who they think is responsible for this situation. Here’s my take.

We are less than two weeks away from Tesla’s annual shareholders meeting during which we will know the results of the shareholder vote on Musk’s compensation package and incorporation move to Texas.

Many shareholders falsely believe that the issue will end there.

Shareholders will vote either for or against these two proposals. The truth is that not much will change after June 13th.

If shareholders vote yes again on the package, at best, it will be used as evidence that shareholders still support the deal for the appeal process in the case, which is still months away.

As for the incorporation move to Texas, many shareholders believe that this would allow Tesla to circumvent the judge’s decision in Delaware. However, Tesla and the judge recently had communications over that concern, and Tesla reassured the judge that they will continue to litigate the case in its proper jurisdiction : Delaware.

The next step is a hearing over the compensation that the lawyers for the shareholder who sued Musk and Tesla are asking for, which is a ridiculous $6 billion.

The compensation will likely be greatly reduced by the judge, but they will likely still get a nice payday, and the vultures are already circling to get more.

A new lawsuit was filed last week against Musk and Tesla directors over alleged insider trading by the CEO and breach of fiduciary duty by board members.

Regardless of the results of the votes later this month, Tesla will likely face other lawsuits regarding its corporate governance, which is being increasingly exposed by Tesla and Musk’s reaction to the judge’s decision over his compensation package.

For example, Musk has threatened not to work on AI products at Tesla if he doesn’t get 25% control over the company despite saying that Tesla is worthless without AI.

Electrek’s Take

I think I managed to distill my thoughts on Elon’s compensation package at Tesla into something a little clearer. I have been reporting on this for months, and I’m tired of it, but unfortunately, I think it will be a story for months, if not years, to come

Like many Tesla shareholders, I wasn’t happy about Elon selling shares from his previous CEO compensation package to buy Twitter.

But I understand that it is his right to do so.

He can do what he wants with his money, but he did lose credibility in my eyes because I remember him saying this:

He got a lot of people to believe in Tesla through commitments like this and then he broke it to buy Twitter of all things.

But Fred, that’s old.

OK, he also said this:

And then sold billions of dollars worth of Tesla shares in the following months.

All good. It’s not great for his credibility, but again, his money.

Now, what about this new 2018 compensation plan?

Do I really believe Elon is looking for 25% control of Tesla because he is scared of what Tesla’s AI will do if he has less control? No. I don’t buy that for a second.

Am I worried that he will dump his shares in a very poorly planned manner like he did the first time? Yes, I am.

But once again, it is his money, sort of, and he can do whatever he wants with it. I think he did incredible work at Tesla, especially between 2018 and 2021. He deserves it.

However, I can believe all that and still understand why Judge McCormick had to invalidate the package in her decision.

There’s no doubt that this litigation started because lawyers saw an opportunity to make money. They enlisted a willing Tesla shareholder with just 9 shares. But you have to ask yourself, why was there an opportunity?

And that’s because of Elon and Tesla’s board. They saw that Tesla’s board presented the package as being negotiated between independent board members and Elon. They looked into those directors and saw that they were anything but independent.

The only board member on the compensation committee who could have been described as independent would have been Robin Denholm. She became Tesla’s chairwoman after Musk had to give up the seat as part of a settlement with the SEC over his botched attempt to take Tesla private, but she was also getting a juicy compensation package worth tens of millions of dollars for a job that Elon himself said was worthless.

Suspicious.

The lawyers made a bet that, based on this situation, they would find a lot more problems with how this historic compensation package came about, and they were right.

They found problems like the board not negotiating the package beyond aligning the tranches with Tesla’s own projections, Elon’s point person on the package being his own divorce lawyer who was also Tesla’s general counsel at the time—blurring the lines as to who he was actually working for, and more.

These are all things that could have affected shareholders’ decisions on whether to vote for or against the package. The judge had to rescind it.

But instead of addressing the governance issues highlighted by the judge and that led to this situation in the first place, Tesla, evidently led by Elon, decided to push a narrative that there’s no issue and that the only reason we shareholders are in this situation is that a politically motivated judge decided to take away our right to decide for ourselves what Elon should get for compensation.

Massive claims like that need strong evidence and as far as I can tell, there’s no strong evidence that the judge did anything other than follow the law. The only thing I’ve seen posted by Elon and his fans is the fact that the judge used to work for a firm that represented President Biden in the past, but it was one of the biggest firms in Delaware, which is where Biden is from so it’s not surprising and doesn’t prove any wrongdoing.

This narrative about the situation being politically motivated is simply an attempt to ignore and divert attention from Tesla’s governance issues.

At this point, I think Tesla and its shareholders would be way better off addressing these issues, going back to the drawing table on a compensation deal that is negotiated in good faith, and then going back to shareholders for a vote.

Top comment by Greg Counts

I think you summed up the situation accurately. There is no corporate governance at Tesla which is why he was able to recklessly fire the entire Supercharger Team with no transition plan. Elon will resist an independent board because he wants to operate Tesla like a privately held company. Under these conditions he definitely can't be allowed to increase his equity position.

I even think that the deal could be the same amount minus all the costs that Tesla incurred related to this issue, like the legal costs and all the advertising that the company is spending on this vote.

The alternative is, more likely than not, years of costly litigation and this dark cloud over Tesla.

But a big part of the problem is that it doesn’t seem that Elon is interested in establishing proper governance at Tesla because he is not well suited to be an officer in a public company. That’s partly why he tried to take Tesla private – poorly, I might add.

Based on the rumors he is choosing not to deny, he seems to be happy leaving this choice to shareholders: proper corporate governance at Tesla or Elon. You can’t have both.

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Innovative-Resource Directions of Industrial Development: The Example of the South of the Tyumen Oblast

• REGIONAL PROBLEMS
• Published: 04 April 2023
• Volume 34 , pages 25–32, ( 2023 )

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• V. A. Kryukov 1 &
• A. N. Tokarev 1  

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The article analyzes the innovative-resource directions for the development of industry in the South of the Tyumen oblast (subject of the Russian Federation–the Tyumen oblast without okrugs—STO) based on the concepts of evolutionary economic geography and the theory of innovation. It is shown that the development of the South of the Tyumen oblast economy is associated with the formation of an oil industry cluster, deep processing of hydrocarbon raw materials, and the development of oil and gas resources. The development of the noted areas is largely determined by the already created innovative and industrial potential, long-term cooperation with the oil and gas regions of Western Siberia, and the prospects for the development of the oil and gas sector. The effective development of these areas requires the formation and implementation of a targeted policy of the region, focused, among other things, on the development of its own innovative companies, attracting new knowledge and competencies from other regions.

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The article was prepared based on the results of studies carried out within the framework of the research plan of the Institute of Economics and Industrial Engineering, Siberian Branch, Russian Academy of Sciences, under Project 5.6.3.2. (0260-2021-0004) “Resource territories of the East of Russia and the Arctic zone: Features of the processes of interaction and ensuring the connectivity of regional economies in the context of modern scientific, technological and social challenges.”

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Kryukov, V.A., Tokarev, A.N. Innovative-Resource Directions of Industrial Development: The Example of the South of the Tyumen Oblast. Stud. Russ. Econ. Dev. 34 , 25–32 (2023). https://doi.org/10.1134/S1075700723010100

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Received : 15 August 2022

Revised : 23 August 2022

Accepted : 30 August 2022

Published : 04 April 2023

Issue Date : February 2023

DOI : https://doi.org/10.1134/S1075700723010100

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