Back in January 6, 2021, Kia revealed its rebrand with a new logo and new brand slogan that changed the face of the company. This was a bold and much-needed transformation that goes hand in hand with a fresh brand purpose that is focused on the future.
Kia is not the only company in the automobile industry that has rebranded to further establish their position in the industry and revamp all facets of business. The Kia rebranding represents the brand’s ambitions, important values, and commitment to its customers.
Kia: A Short Introduction
The Kia Corporation was founded in 1944 and it’s the oldest manufacturer of motor vehicles in Korea. When the company started, it produced bicycles and motorcycles. For one, they produced the first domestic bicycle in the country in 1951. Later on, they manufactured small motorcycles licensed by Honda, trucks licensed by Mazda, and, eventually, cars
The company has come a long way from its humble beginnings. It produces over 1.4 million vehicles every year and it has 14 manufacturing and assembly plants in 8 different countries. They have a network of over 3,000 distributors and Kia dealers in 172 countries. Kia is also dedicated to research and development with world-class centers in Japan, Germany, and the United States.
Kia’s Rebrand
Kia’s new logo was shown for the first time during an incredible, record-breaking fireworks display in the skies of Incheon, Korea. They used 303 pyrodrones that launched hundreds of fireworks to create a synchronized artistic display. They definitely went all out to welcome the company’s new beginning.
According to Ho Sung Song, the President, and CEO of the company, the new logo is a representation of Kia’s commitment to change and innovation. They understand that the automotive industry is quickly evolving, and they’re taking proactive action to adapt. The company is transitioning from a manufacturing-centered business model to innovating with new products and services made for future customers.
The new logo dropped the word “Motors” and it features only the word “Kia” with a rhythmical, continuous line that shows commitment to the company’s new focus and confidence in what’s to come. Additionally, the brand unveiled a new slogan, changing it from “Power to Surprise” to “Movement that Inspires”.
Why the Kia Rebrand Was Necessary
Rebranding is a marketing initiative that allows brands to change the way they’re perceived by consumers and stakeholders. It’s an opportunity for brands to re-envision themselves and take a new stance. There are many reasons for brands to rebrand, but the main one is they want to stand out.
Kia has been around for 78 years and the automotive industry has changed tremendously, so it’s important to evolve with the times. This is why so many companies in the industry have taken the same road. Kia is reinventing itself because they have a different goal.
The company is focused on the future and on inspiring not only consumers but also innovators who want to create the next new products or services. The rebranding has been very well-received and it’s exciting to see what the company will come up with in this new chapter.
Author
Hina Mirza
PR & Media Specialist
The Social Company
