KIA Motors plans major brand re-launch for local market, unveils new logo in Nigeria next week
Sequel to the recent global new corporate logo and global brand slogan change, KIA Nigeria, a leading automobile company, has concluded plans to embark on a major brand re-launch for its brands in the competitive Nigeria auto market.
Consequently, the leading car company has indicated intention to make the re-launch initiative a phased and strategic project beginning with the unveiling of the new look global logo and slogan Monday next week, in line with the developments around the brand worldwide.
Recall that the auto giant in a recent statement signed by its President and Chief Executive Officer, Ho Sung Song had said that “the new corporate logo and global brand slogan signify the automaker’s bold transformation and all new brand purpose”, adding that “the introduction of the new logo represents KIA’s ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business”.
Continuing, KIA global CEO said: “The logo is a symbol of Kia’s new brand purpose and the values it promises to offer customers through future products and services, and the experiences these enable. Kia seals its brand promise by developing the new logo to resemble a handwritten signature. The rhythmical, unbroken line of the logo conveys Kia’s commitment to bringing moments of inspiration, while its symmetry demonstrates confidence. The rising gestures of the logo embody Kia’s rising ambitions for the brand, and, more importantly, what it offers customers.
“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation”, said Kia’s President and CEO.
He added: “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.”
The new logo was unveiled during a record-breaking pyrotechnic display in the skies above Incheon, Korea. The event saw 303 pyrodrones launching hundreds of fireworks in a synchronized artistic display, igniting and celebrating Kia’s new beginning.
In addition to an all-new logo, Kia revealed its new global brand slogan, ‘Movement that inspires’. Details on Kia’s new brand strategy, including brand purpose and philosophy as well as application to Kia’s future product line-up, will be shared through the digital ‘New Kia Brand Showcase’ event to be held at 01:00 AM CET, January 15.
The launch of the new logo follows the announcement of Kia’s ‘Plan S’ long-term business strategy 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 popularizing electric vehicles and introducing a broad range of mobility services, tailored to meet the needs and tastes of individuals and local markets.
Confirming the unveiling of the new logo and slogan change in the Nigerian market, Marketing Manager, Dana Group, Mr Olawale Jimoh told MARKETING EDGE intelligence unit, exclusively, Thursday this week that the Nigerian audience would be availed the new look corporate logo which will be unveiled Monday 11th January 2021.
“We are unveiling the new logo in Nigeria next week Monday. It is a phased project as we eventually plan to organise a major brand re-launch in the country at a very large and elaborate scale,” Jimoh hinted.
Speaking further, the Marketing Manager said the re-launch plan is a major one and has been planned to be staggered, adding that no efforts would be spared to deploy a 360 degree Integrated Marketing Communications approach to herald and achieve a successful brand re-launch.
He also disclosed in his own words: “The global unveiling has been done yesterday, between now and Monday there will be a local unveiling.”
“The media space is now borderless, whatever is happening in Korea people can actually see it in Nigeria.
“Nevertheless, just to give it some local flair, ours would start from next week onward. By second quarter to third quarter, there would be some foot on ground, top gear activation to do a new re-launch.
“It’s going to be big; it is going to be a game changing exercise. I can assure that the media space is going to be agog with the new brand re-launch.”
Concerning the change of the brand slogan from “Power to surprise” to “Movement that inspires,” he explained that it signifies that the company is evolving by channeling its genius to maximum customer satisfaction not just the production of auto masterpieces.
“It is not just to surprise the customers with new designs, new technology that will wow them. It is more of creating a space where people will be in their cars but they will be inspired to do more. It is more customer-oriented.
“It is more like having cars that will do more than conveying you from one place to the other. It is a car that will communicate with you.”
This is evidenced in the statement of Kia’s President and CEO, Ho Sung Song, who stated that: “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.”
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