Kia rebrands and plans to focus on becoming a top-tier global eco-friendly car company

Korean carmaker Kia has just had a major new rebranding and to mark the release they used pyrodrones to light up the night sky to display the new logo. In the process, Kia set a new Guinness World Record for the most unmanned aerial vehicles (UAVs) launching fireworks simultaneously during its logo unveiling show.

The introduction of the new logo represents Kia’s ambitions to establish a leadership position in the future in the mobility industry by revamping nearly all facets of its business. The company has the vision to become a top-tier global eco-friendly brand.

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This follows on from Kia’s ‘Plan S’ long-term business strategy announced in 2020. Under Plan S, Kia, among other objectives, has the ambition to take a leading position in the global car market. This is focused on popularising electric vehicles and introducing a broad range of mobility services, tailored to meet the needs and tastes of individuals and local markets.

With the launch of new vehicles based on the recently released electric vehicle platform, the E-GMP (Electric-Global Modular Platform), Kia plan to provide attractive eco-friendly mobility options for its customers. This platform offers a multi-charging system allowing both the 800-volt and 400-volt charging capabilities. The system is the world’s first patented technology which operates the motor and inverter to boost 400-volt to 800-volt for a stable charging compatibility.

An electric vehicle based on the E-GMP is capable of a maximum range of over 310 miles (500km) with a fully charged battery. It can high-speed charge up to 80 percent in just 18 minutes and can add up to 62 miles (100km) of driving range in just five minutes. Hyundai Motor Group plans to expand its battery-electric vehicle line-up from the current eight models to 23 by 2025 and sell one million units annually in global markets.

Kia chairman Euisun Chung said that 2021 will be a year of great transformation of the Hyundai Motor Group, who own a large share of Kia. The Group will be stressing eco-friendliness, future technology and business competitiveness. In the coming year Hyundai Motor Group will be launching dedicated electric vehicles built on the E-GMP, including Hyundai Motor’s IONIQ 5, Kia’s crossover electric car and Genesis luxury brand’s crossover electric vehicles.

It will also accelerate the building of electric vehicle infrastructure. Hyundai Motor Group will set up 20 high-speed charging stations in Korea by 2021 and will further expand its charging network in cooperation with energy companies. Overseas, the Group plans to have electric vehicle charging infrastructure optimised for market-specific environments with various partners, including IONITY, Europe’s leading high-power charging network in which the Group made a strategic investment.

Ho Sung Song, Kia’s President and CEO, said: “Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation. 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.”

Ian Osborne
Ian Osborne
Editor-in-Chief at ElectricDrives

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