TOKYO — Kia has a new company name, new logo and new slogan — all to help herald its new ambition of becoming a global leader in electric vehicles with annual sales of 500,000 EVs by 2026.
CEO Ho Sung Song says the time is right for the big shift — even in the U.S., the brand's biggest market. Despite paltry American demand for EVs today, Song says a wave of new high-tech product imbued with a new design language will help Kia reach a new customer base.
The brand reboot will begin this quarter with the introduction of Kia's first dedicated EV. The new logo will be rolled out across the entire lineup through early 2022. Kia plans to give dealerships worldwide two or three years to adopt the emblem, he said.