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Kia's new logo caters to consumption upgrades

From:Internet Info Agency 2021-01-15 17:46:07

Electrification and intelligent networking continue to update the automotive market. In order to adapt to the current market environment to a greater extent, many domestic and foreign automotive brands have begun to try to launch new car logos to create brand-new brand stories and transfer brand values to the present Of consumers. And behind every new logo is bound to bear a grand plan.

On January 6, Kia Motors officially announced that the brand will use a new logo.

In terms of details, the new logo is still inseparable from the use of the "KIA" letters, in which the "I" and "A" letters share the strokes. The new logo does not have an oval outer ring. The overall visual effect has changed from an ellipse to a rectangle. The lines are smoother and more modern. Compared with the current logo, it has changed across the ages.

As early as at the Geneva Motor Show in 2019, Kia executives told the media that Kia Motors will replace a brand-new logo in 2020. Although due to many factors, the task of changing the logo was not completed as scheduled, the 2021 auto market is in a critical period of transition from traditional to electrified new energy, which is a good opportunity for transformation and upgrading.

Since its establishment in 1944, Kia has changed its car logos a total of 6 times, and each renewal of the car logo marks Kia’s disruptive development in the automotive process. Kia’s current car logo was designed and put into use in 2012. The company has made considerable progress in the world during the eight-year period, especially in the Chinese market. At its peak, Dongfeng Yueda Kia’s annual sales exceeded 600,000 units.

Regarding which models Kia’s new car logo will be used on, the official has not yet announced it, but it is worth noting that Kia also released a new "Plan S" while releasing the new logo. The new car logo is likely to be applied to electric models.

Kia Motors' long-term strategic goal "Plan S" will be the core of Kia's future development, which is also the core plan behind this new logo.

Just two days before the new standard was released, Hyundai Motor Group announced its global sales target for 2021. According to the group's plan, Kia Motors' global sales target for 2021 is 2.922 million units, of which the local sales target is 535,000 units. The rest will be completed by overseas markets. The Chinese market is bound to become Kia's focus.

It is understood that by 2025, Kia will launch 11 pure electric vehicles, and by 2027, there will be 7 new models with pure electric drive mode only. In 2026, the company plans to achieve sales of 500,000 pure electric vehicles and 500,000 hybrid electric vehicles. In addition, Kia’s first pure electric drive model will be delivered next year.

China’s new energy vehicle policy still tends to be positive. Electric and intelligent vehicles have the strongest group foundation in the Chinese market. This coincides with Kia’s development plan. On the other hand, Korean cars are in China. There is still a lot of room for improvement in the market. Only Dongfeng Yueda Kia’s development speed can further help Kia achieve this global sales target.

I believe that through the implementation of the 5-year Plan S, Kia's pure electric models will help Kia launch an impact on higher-end markets, thereby pushing up the entire brand and building its own younger consumer group.

Some industry analysts have said: The entire auto market resources are tilted towards leading companies, especially in the Chinese market. Dongfeng Yueda Kia needs to use electrification and consumption upgrades to continue to increase the number of mid-level and above models in order to get more survival Opportunity. Indeed, under the influence of the Matthew effect, if Dongfeng Yueda Kia does not hurry and squeeze into the head, future survival will be more difficult.

The new logo represents a new image, and it is an important step for Kia to move towards high-end, especially in China, where Kia’s focus is on overseas markets. Consumers’ consumption upgrade trend is intensifying, and everyone is willing to pay for higher-quality products. The demand for medium and high-end models has increased significantly.

The brand new K5 launched in September last year is the beginning and core driving force of Dongfeng Yueda Kia’s brand upgrade.

As the strategic flagship model of Dongfeng Yueda Kia, the all-new K5 is built on the third-generation i-GMP platform. With the support of CVVD technology, the new K5 is highly competitive. Dongfeng Yueda Kia prioritizes the introduction of the latest technology and global strategic models into China to achieve the landing of high-end products.

The biggest feature of the i-GMP platform is to increase the body strength while achieving lightweight body weight. The platform is reconfigured with the body frame structure and uses ultra-high tension steel in the main position of the body to increase the average strength of the body by more than 10%. Degree to ensure the safety of passengers.

In addition, the platform adopts a down-mounted design for the engine compartment, seat position, compartment floor, trunk, etc., to reduce the center of gravity of the body, thereby improving fuel efficiency and driving stability. The i-GMP platform also vigorously optimizes the vehicle's suspension system, allowing the vehicle chassis to respond quickly according to the driver's intention, thereby improving the vehicle's stability and response sensitivity when driving at high speeds and curves.

Based on the long wheelbase of the third-generation i-GMP platform and the lower-mounted chassis module design, the domestically-made new K5 has also been significantly longer than the overseas models, and it is more than Magotan and Accord in terms of vehicle length and wheelbase. The advantages are very much in line with the large space requirements of domestic consumers for mid-level cars.

Dongfeng Yueda Kia’s general manager Li Feng once said, “We may no longer launch models of less than 100,000 yuan.” Starting in 2020, the proportion of Dongfeng Yueda Kia’s strategic models of more than 100,000 yuan will gradually increase. The price of bicycles has increased by 20,000 compared with the first half of last year, and the label of cheap cars is fading. With the support of the leading i-GMP platform, the brand new K5 launched last year has successfully opened the market competition pattern of Dongfeng Yueda Kia B-class car In the future, the platform will also carry more strategic products of the Kia brand.

For Kia, it is not only the old car logo that needs to be replaced, but also the brand image that has not been able to catch up with the market trend. Kia's new car logo not only caters to the aesthetics of contemporary mainstream consumers from the side, but also has the advantage of being quickly recognized by consumers.

It is reported that the Kia brand will announce the details of its future strategic planning on January 15. In addition to the release of the first pure electric model, there will also be a new Kia Sportage model to be released in the next few months and a new generation of Kia Cadenza model renamed K8.

At the Beijing Auto Show in September last year, Dongfeng Yueda Kia debuted the fourth-generation K. Wah medium and large MPV. At the Guangzhou Auto Show in November, Dongfeng Yueda Kia launched the mid-term facelift version of the Sportage R, the Sportage R Ace. The continuous appearance of mid-to-high-end models has given Dongfeng Yueda Kia brand development more possibilities.

Conclusion: I always think that this new logo is only a milestone for Kia, and what really needs to be upgraded behind the logo is the corporate technology and innovation capabilities, just like the technology companies that make mobile phones continue to improve the user experience through technological updates, only more Excellent products enable consumers to have an emotional connection with the brand to the greatest extent and actively participate in brand interaction.

Editor:Tian Qian