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Recently, overseas media released a new generation of Kia Cadenza rendering, which may be unfamiliar to Kia Cadenza. The car is named K7 in South Korea and Kaizun in China. It is a medium-sized sedan owned by Kia. It is worth mentioning that Kaizun is an imported model in China, due to the high price in the domestic market, the domestic attention is not high.

From the rendering, the new car has been redesigned in appearance, and the most obvious change is that it has been replaced with a large forward air grille, and the curved edges have even reduced the size of the bumper and headlights on both sides. In addition, it can be found that Kia Kaizun has adopted Kia's latest brand logo, and Kia officials have confirmed that the new logo will be officially unveiled in October 2020. From the previous patent map, the new Kia logo is still the interpretation of the English KIA, the three letters are more flat and connected to each other, different from the current "KIA" three-letter independent trademark. Although officials say Kia's new cars will start using the new logo from October, it has not been announced which models will be given priority.

Changing the brand logo is not just to follow the trend, it means a huge cost while changing the logo. Kia needs to replace LOGO for showrooms, service centers, office buildings and products in various markets around the world. Kia represents Kia's determination to establish a new brand image.

However, Kia's sales in the domestic market are not optimistic in recent years, except for some external factors, the unclear brand positioning, the lack of competitiveness of models, the decline of brand premium and so on, make Dongfeng Yueda Kia market performance continue to retreat. According to the data, Dongfeng Yueda Kia sold 289000 vehicles in 2019, down 22% from a year earlier.

In 2020, affected by the continuous cold winter and epidemic situation in the car market, Kia's performance in the Chinese market is not satisfactory. Now Kia has very few models in China. According to the data, Kia's May sales rose 40.93% from a year earlier to 23829 vehicles, of which 8970 were sold by zipper, 4818 by KX3 and 4075 by K3.

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