Kia rolls out film to symbolise change in identity in India
Watch the campaign conceptualised by Innocean Worldwide here
Apr 28, 2021 11:18:00 AM | Video | Campaign India Team
Earlier this year, Kia announced a global rebrand with a focus on its transition from an automaker to a provider of advanced and eco-friendly mobility solutions.
The company changed its name from ‘Kia Motors India’ to ‘Kia’, dropping ‘Motors’. This message is now being communicated to the Indian market through a film. The SUV Seltos and the subcompact crossover SUV Sonet, both of which are updated for the Indian market under the new logo, will be unveiled to the market in the first week of May 2021. The company claims ‘Movement that inspires’ is at the ‘heart of Kia’s new brand purpose’ of inspiring consumers through products, services, and their experiences with the brand.
Kookhyun Shim, managing director and chief executive officer, Kia India said, “This is a proud and historic moment for us as India becomes the first country to transition to the new brand identity after our headquarters in South Korea. Our decision to increase the production capacity stems from our deep customer understanding where a faster delivery of our products can enhance their buying experience tremendously. We are confident that this transformation will accelerate our growth by not only strengthening our premium positioning in the market but also making us one of the most aspirational brands for consumers.”
As part of India’s growth strategy with the new identity, Kia will be constantly innovating to match the ever-changing needs of the new-age consumers. The upcoming refreshed versions of its flagship and best-selling products, the versatile compact SUV Seltos and the subcompact crossover SUV Sonet, will be a testament to this commitment. Kia is also looking at sustaining its connected cars leadership by adding new features. To strengthen its reach, Kia is expanding its strong network to 360 touch points covering 218 cities including tier-3 and select tier-4 towns by the end of this year.
Tae-Jin Park, executive director and chief sales and business strategy officer, Kia India, said, “Under the new brand slogan, Kia will focus on offering meaningful experiences to the customers especially focused on the millennials and Gen-Z – the future of the country. With Kia’s new brand identity and our refreshed portfolio, we are extremely elated to have a purpose-driven business that will elevate the customer experience not just in terms of the features and connectivity inside the cars, but the overall engagement experience with our brand.”
Hardeep Singh Brar, VP and head of sales and marketing, Kia India, said, “Kia is a futuristic brand and always on the move to be as close as possible to our consumers. We feel that regular product interventions and increasing brand accessibility are some of the key areas, which will help us in meeting this objective. Hence, we are taking a conscious decision to regularly refresh our existing product portfolio, launch new products at regular intervals and foray into newer markets to provide an aspirational experience to consumers who are keen on becoming proud Kia owners.”