Kia launches new brand purpose through ‘movement that inspires’

Global mobility brand Kia, formerly known as Kia Motors, announced a new brand purpose and future strategy during a digital showcase event last week. The new identity is centred around the brand slogan ‘movement that inspires,’ which sees the company go beyond vehicle manufacturing to create sustainable mobility solutions, with seven new dedicated electric vehicles to launch by 2027.

The removal of ‘Motors’ from its name signals the brand is breaking away from its traditional manufacturing business model and is moving into new and emerging business areas by creating innovative mobility products. This is encapsulated in the new brand purpose, which emphasises that movement is at the genesis of human development and enables people to see new places and have new experiences.

The change in the company’s corporate name also means transforming the organisation’s working culture. President of Kia, Ho-sung Song says, “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.”

Under its new brand purpose, Kia will meet changing customer expectations about how they move and how these movements impact their surroundings. The new brand strategy was created to respond to these changing expectations by developing a range of products and services, which will offer greater access to environmentally conscious mobility products and services.

Senior vice president, head of global brand and customer experience at Kia, Artur Martins, adds, “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,”