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Corporate rebrand

Kia drops Motors from name, unveils roadmap for new EV models

By Jan 15, 2021 (Gmt+09:00)

Kia's new logo and slogan
Kia's new logo and slogan

Kia Motors Corp., a unit of Hyundai Motor Group, has dropped Motors from its name, as the company breaks away from its traditional manufacturing-driven business model.

In its bid to rebrand as a provider of future mobility, the automaker on Jan. 15 also unveiled its roadmap for the launch of seven all-electric vehicles by 2027.

During an online event showcasing its new corporate name and logo, Kia Corp. said the changes reflect the company’s determination to go beyond vehicle manufacturing to create sustainable mobility solutions.

"At Kia, we believe that transportation, mobility and movement represent a human right," said Kia Chief Executive Song Ho-sung at the event.

“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 and strategy for the future."

The name change is the company's first in 31 years. It started using Kia Motors as its name in March 1990.

At Friday’s event, Kia also unveiled a new slogan, “Movement that inspires,” which the company said shows its commitment to inspire consumers through products and services, as well as their experiences with the brand.

As Kia shifts its focus from internal combustion vehicles to electric cars, it pledged to launch seven new electric models by 2027 to gain a greater share of the global EV market.

Hyundai Motor and Kia headquarters in Seoul 
Hyundai Motor and Kia headquarters in Seoul 

DEDICATED EV MODELS UNDER PROJECT CV

Under the project name, CV, Kia will unveil its first dedicated EV model bearing the new logo sometime in the first quarter. All its new EVs, including sedans and SUVs, will sit on the automotive group’s Electric-Global Modular Platform (E-GMP).

Each of the new models, set to use numeric names such as EV1 and EV2, will come with a battery that enables a driving range of over 500 kilometers and a high-speed charging time of under 20 minutes, it said.

Under its long-term strategy, Plan S, announced last year, the company aims to achieve a 6.6% share of the global battery-powered EV market by 2025 and global annual sales of 500,000 units by 2026.

Kia’s EV roadmap comes a couple of days after its sister firm Hyundai Motor Co. unveiled teasers for the IONIQ 5, the first model under its standalone electric vehicle sub-brand, ahead of its official reveal next month.

On Friday, Kia said it is also developing a range of new purpose-built vehicles for corporate customers. These specialized vehicles will be based on flexible skateboard platforms, with modular bodies designed to meet the specific mobility requirements of a broad range of corporate and fleet customers.

Write to Il-Gue Kim at Black0419@hankyung.com

In-Soo Nam edited this article.

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