Kia Corp. is tweaking its name as it embraces a new brand strategy focusing on creating sustainable mobility solutions for customers.
Signaling the brand breaking away from its traditional manufacturing-driven business model, Kia is removing the “Motors” from its name.
The company plans to “expand into new and emerging business areas by creating innovative mobility products and services to improve customers’ daily lives,” according to the automaker.
Last week, Kia revealed a new logo and brand slogan: “Movement that inspires.” On Friday, Kia announced details of its new brand purpose and ambitions for the future during a digital showcase event on the Kia Global YouTube channel.
At the 9:18 mark in the 19-minute video, the automaker showed a 60-second "brand manifesto" spot that plays up the creativity the brand is embracing.
Kia plans to introduce seven new dedicated electric vehicles by 2027, and to emphasize sustainable manufacturing. The brand’s first dedicated Battery Electric Vehicle and new design philosophy will be revealed soon.
Kia has been in the “movement” industry for more than 75 years, with the company creating Korea’s first domestic bicycles and manufacturing motorcycles and delivery trucks.
“Movement has always been at the heart of our brand, and moving people at the core of our business,” Martins says in a release.