Leading auto group Kia has launched its new global brand identity, strategy and purpose across the Middle East and Africa (MEA) as a signal of Kia Corporation’s future direction and vision with a new brand slogan ‘Movement That Inspires.’
The regional launch, which involved a striking multimedia show at Dubai’s Burj Khalifa, follows the global announcement of Kia’s brand transformation at the beginning of 2021.
Defined by the new brand slogan ‘Movement That Inspires’ and a modernised logo, the shift will see Kia expand its influence beyond vehicle manufacturing to provide sustainable mobility solutions for customers.
In support of this ambition, the new purpose will see Kia work to create spaces that inspire customers and free up time for the activities they enjoy the most, through bold product design, innovative in-car experiences, and meaningful and convenient services at every touchpoint, said the company in a statement.
The regional brand transformation will see the manufacturer put its mid to long-term ‘Plan S’ strategy into action across MEA.
The Plan S strategy outlines Kia’s preemptive and enterprising ‘shift’ from a business system focused on internal combustion engine vehicles toward one centered on electric vehicles and customized mobility solutions.
The launch of Kia’s new EV6 is an example of the brand’s roadmap to offer a full line-up of 11 battery electric vehicles by 2025, it stated.
Kia plans to strengthen its EV lineup with 11 new BEV models by 2026 – seven built on E-GMP architecture, and four derivative EVs based on existing models, it added.
Within the MEA region, the automaker will realise its brand relaunch by renovating all Kia facilities to reflect its new design philosophy and identity.
It is targeting the end of 2023 for completion of its regional transformation. Towards this target, Kia has revealed that the Cerato sedan will be the first vehicle sold across the region to hold the brand’s new logo, followed by the recently unveiled K8 - also a sedan - in August 2021.
"This is a historic moment for Kia in the region as we transform and adopt a new perspective on what mobility has to offer the world today and, in the future," said Yaser Shabsogh, Chief Operating Officer at Kia Middle East and Africa.
"A journey is more than getting from point A to B — it’s about igniting the excitement of discovery. Exactly how society travels is always changing, and Kia’s brand transformation reflects our ambition to lead the way in defining what this ‘how’ looks like long into the future," he added.-TradeArabia News Service