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With the gradual transformation of the automobile era from the traditional model to the electrified era, changing the new standard seems to be a way for many car companies to change their image. In order to change the inherent impression of users, a number of multinational car companies, such as Volkswagen, Toyota, Nissan and so on, have released a new brand LOGO.

Recently, Park Hanyu, president of Kia Motor Company, confirmed for the first time that Kia will replace the new LOGO this year in an interview with South Korean media. The new Kia LOGO will be officially launched in October this year, which means that the models of the Kia brand may be launched with a new brand from next year.

In fact, as early as last year, Kia completed the patent application for the new LOGO and displayed the new LOGO design on the Imagine, a concept electric vehicle at the Geneva Motor Show in the same year. However, according to Park Hanyu, Kia's new LOGO will be similar to the previously released Imagine, a new all-electric concept car, but the details are still different.

According to Kia's new LOGO, it is still interpreted as "KIA" in English, but it is further simplified compared with the previous design, in which the "I" and "A" letters are shared, and the oval outer ring is removed. The overall visual effect changes from an ellipse to a rectangle, with smoother lines and a sense of technology.

Since its birth in 1944, Kia has changed its logo six times, and the current logo is designed and put into use in 2012. Officials have not announced which models the new standard will be used in, but it is speculated that it will be used first in electric models.

Replacing a new LOGO will be a big project for every company, but it is nothing more than a car company hoping to give consumers a new experience by changing the current inherent image.

Although Hyundai Kia still leads the world in global sales, with cumulative sales of 7.19 million units in 2019, down 3% from a year earlier and ranking fifth among global automakers, Hyundai and Kia have failed to meet annual sales targets for five years in a row. In the domestic market, Dongfeng Yueda Kia Motor has suffered a decline for many years, and its market share has been shrinking. After reaching a sales peak of more than 600,000 vehicles in 2014-2016, only 289895 vehicles were sold in 2019 (of which 31190 were sold in overseas markets). There is still a big gap compared with the previous 600000.

Kia is trying to help it regain its market image and restore brand confidence through the replacement of the new LOGO. However, from the perspective of the current domestic consumer market, Kia should improve its product quality and enhance its product competitiveness in exchange for the trust of more consumers.

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