Kia has unveiled its new logo and slogan, heralding the next step in plans for the brand’s future transformation.

Kia says it’s committed to becoming an icon for change and innovation

The carmaker said the new logo represents its ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business.

It’s backed by a new ‘Movement that inspires’ slogan while a new brand purpose and strategy will be revealed globally on 15 January.

The new logo is the latest step for a brand that says it’s committed to becoming an icon for change and innovation.

Ho Sung Song, Kia’s president and CEO, said: “The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes. Our new logo represents our desire to inspire customers as their mobility needs evolve, and for our employees to rise to the challenges we face in a fast-changing industry.”

At the start of 2020, Kia revealed its ‘Plan S’ strategy, covering the mid- to long-term and aimed at progressively establishing a leadership position in the future automotive industry, encompassing mobility services and vehicle electrification, connectivity and autonomy.

Since then, it’s announced that its work will see it diversify global mobility services based on region to meet the differing needs of customers. And Kia has also accelerated its work in e-mobility with the launch of a new start-up firm, dubbed ‘Purple M’ and focused on developing Transportation as a Service (TaaS) services based on electric vehicles. It also announced plans in the autumn for a new global, daily rental service.

Earlier this week, Kia said it’s targeting global sales of 2.92 million units in 2021 and reported 2020 global sales of 2.61 million units, down 5.9% from the previous year, amid the ongoing Covid-19 pandemic and difficult circumstances in global markets.