Kia has further detailed its revamped brand strategy following on from last week's debut of its new logo design and brand slogan.
Kia has released new details regarding its go-forward strategy, following the reveal of its new logo. The Korean company intends to “break away from its traditional manufacturing-driven business model”, instead expanding into “new and emerging business areas by creating innovative mobility products and services to improve customers’ daily lives”.
Kia removes ‘Motors’ suffix as part of new brand strategy
New plan aligned with long-term ‘Plan S’ strategy
7 new EVs in the global line-up by 2027
Kia’s future plans and upcoming EVs
Kia’s new broader vision as a mobility solutions provider, along with the removal of the ‘Motors’ suffix from the brand’s name, reflect the Korean company’s commitment to the long-term ‘Plan S’ business strategy.
The ‘Plan S’ strategy will see a focus on new dedicated EVs – seven of which will be launched by 2027. The first will be a coupe-crossover underpinned by the Hyundai Motor Group’s new Electric-Global Modular Platform (E-GMP), and is set to be unveiled in the coming weeks.
The seven 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.” Darkened preview images hint at these seven models, one of which will be a large SUV.
The preview shots also show a number of what Kia calls “Purpose-Built Vehicles” (PBVs) for corporate customers. Built on flexible ‘skateboard’ platforms with modular bodies, they will include car-sharing vehicles and delivery vehicles. Kia has partnered with firms Canoo and Arrival to produce these vehicles, for which Kia claims demand will increase five-fold by 2030.
Further to that, the company will diversify into “eco friendly mobility services, centred on electric and autonomous driving across major global cities”. Among the partnerships to facilitate this is a car-sharing joint venture in Madrid with energy firm Repsol, dubbed WiBLE. Launched in 2018, the service operates 500 Kia Niro PHEVs and has 1,30,000 members registered.
Kia President and CEO, Ho Sung Song, said “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.”
Kia is the latest in a number of traditional car making companies to reposition themselves as a provider of mobility solutions as the industry looks beyond the classic car sales approach in the longer term.
Kia in India
For the Indian market, the Korean brand is working on introducing a Maruti Suzuki Ertiga and Mahindra Marazzo rivalling MPV that’ll be sold alongside its current line-up – the Sonet compact SUV, Seltos mid-size SUV and the Carnival premium MPV.