Kia presents its new brand purpose and future strategy

Kia has announced new details of its new brand purpose and ambitions for the future during a digital showcase event. Supported by a new brand slogan, 'Movement that inspires', Kia has revealed new details of a strategy that will see the company go beyond vehicle manufacturing to create sustainable mobility solutions for customers.

Kia's new brand slogan, 'Movement that inspires', is at the heart of a brand manifesto, which reflects Kia's new purpose of inspiring consumers through products and services, and their experiences with the brand.

Kia's new brand purpose emphasises that movement is at the genesis of human development. Movement enables people to see new places, to meet new people, and it is the essence of Kia's new brand - to enable human progress by providing innovative in-car spaces, exciting new products, and meaningful, convenient services that inspire customers and free up time for the activities that they enjoy the most.

Under its new brand purpose, Kia will meet changing customer expectations about how they move, and how their movement impacts the world around them. 

Kia's new brand strategy is to respond and shape these changing expectations by developing a range of products and services to meet customers' needs in global markets.

These will offer greater access to wider range of environmentally conscious mobility products and services to meet growing demand from customers worldwide for flexible, customisable, individualised mobility solutions, enabled by data and new technologies.

Reflecting its broader vision for mobility, Kia has announced a new corporate name as it expands into new business areas to promote sustainable mobility.

By removing the 'Motors' from its name, Kia's new corporate name shows a commitment to its long-term 'Plan S' business strategy. The company will expand into new and emerging business areas by creating innovative mobility products and services to improve customers' daily lives

Kia is focused on popularising battery electric vehicles (BEV), and plans to reinforce its global product lineup with the introduction of seven new dedicated BEVs by 2027. These 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 from Hyundai's new Electric-Global Modular Platform (E-GMP).

The first of Kia's next-generation BEVs will be revealed in the first quarter of 2021, embodying Kia's shifting focus towards electrification. Based on new E-GMP technology, this dedicated BEV will boast a crossover-inspired design, while offering an electric driving range of over 500km and a high-speed charging time of under 20 minutes. This will also be the first global model to bear Kia's new logo.

With its growing range of BEVs, Kia is targeting a 6.6% share of the global BEV market by 2025, and global annual sales of 500,000 BEVs by 2026.

Kia is also developing a range of new Purpose-Built Vehicles (PBVs) for corporate customers. These specialised vehicles will be based on flexible 'skateboard' platforms, with modular bodies designed to meet the specific mobility needs of a broad range of corporate and fleet customers.

Demand for PBVs is expected to grow five-fold by 2030 due to rapid and sustained growth in e-commerce and car-sharing services. Bespoke Kia PBVs will be tailored to meet the needs of corporate and fleet customers.

Kia will also reveal more information about the new design direction of its future products and services in the weeks ahead, reflecting its new design philosophy and transformation.