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Kia to move away from traditional manufacturing-driven business model

Earlier this month, Kia unveiled its new corporate logo with the new brand slogan of ‘Movement that inspires’. This slogan replaces ‘The Power to Surprise’ which has been in use since 2005 (although the US also had a new slogan in 2019 – ‘Give It Everything’). With the new slogan also comes a new strategy which the Korean carmaker will probably use throughout this decade, or into the next one.

Signalling the brand breaking away from its traditional manufacturing-driven business model, the corporate name will now be Kia Corporation, instead of Kia Motors Corporation, though the public has usually used just ‘Kia‘ anyway.

Beyond vehicle manufacturing
The strategy will see the company go beyond vehicle manufacturing to create sustainable mobility solutions for customers. According to Ho Sung Song, President & CEO of Kia Corporation, the company’s vision is to create sustainable mobility solutions for consumers, communities, and societies globally.

“At Kia, we believe that transportation, mobility, and movement represent a human right. Today, we start putting the company vision into action with the launch of our new brand purpose and strategy for the future,” he said.

New brand purpose
Kia’s new brand purpose emphasises that movement is at the genesis of human development. Movement enables people to see new places, to meet new people, and to have new experiences. This connection is the essence of Kia’s new brand – to enable human progress by providing innovative in-car spaces, exciting new products, and meaningful, convenient services that inspire customers and free up time for the activities that they enjoy the most.

Kia has been in the ‘movement’ industry for more than 75 years, starting with Korea’s first domestic bicycles and then manufacturing motorcycles and delivery trucks. As in past decades, it will meet changing customer expectations about how they move, and how their movement impacts the world around them.

The broader vision for sustainable mobility
Reflecting the brand’s broader vision for mobility, Kia is expanding its business to encompass EVs, mobility solutions and services, purpose-built vehicles, and more. Alongside these efforts, Kia will simultaneously promote more sustainable production through the usage of clean energy and recyclable materials.

The company is focused on popularising battery electric vehicles (BEVs) and plans to reinforce its global product line-up with the introduction of 7 new dedicated BEVs within the next 6 years. These new models will be in several segments, each incorporating advanced technologies for long-range driving and high-speed charging from Hyundai Motor Group’s new Electric-Global Modular Platform (E-GMP).

Purpose-Built Vehicles
Kia is also developing a range of new Purpose-Built Vehicles (PBVs) for corporate customers. These specialised vehicles will be based on flexible ‘skateboard’ platforms, with modular bodies designed to meet the specific mobility needs of a broad range of corporate and fleet customers. Partnerships with the likes of Canoo and Arrival will mean Kia PBVs can offer different bodies mounted on top of an integrated modular ‘skateboard’ platform, tailored to users’ functional requirements.

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Demand for PBVs is expected to grow 5-fold by 2030 due to rapid and sustained growth in e-commerce and car-sharing services. Bespoke Kia PBVs will be tailored to meet the needs of corporate and fleet customers. For instance, these could include car-sharing vehicles, low-floor logistics vehicles, and delivery vehicles.

The change in the company’s corporate name also means transforming the organisation’s working culture. “Changing our corporate name and logo is not only a cosmetic improvement. It represents us expanding our horizons and establishing new and emerging businesses that meet and exceed the diverse needs of our customers worldwide. More importantly, it also means adapting our working culture, enabling the creativity of all our employees and establishing an inspiring work environment,” President Song explained.

First dedicated BEV coming soon
With its growing range of BEVs, Kia is targeting a 6.6% share of the global BEV market by 2025, and global annual sales of 500,000 BEVs by 2026. The first of Kia’s next-generation BEVs will be revealed in the first quarter of 2021, embodying Kia’s shifting focus towards electrification.

Based on new E-GMP technology, this dedicated BEV will boast a crossover-inspired design, while offering an electric driving range of over 500 kms and a high-speed charging time of under 20 minutes. This will also be the first global model to bear Kia’s new logo.

Kia introduces new corporate logo as part of bold transformation move

IONIQ – from model name to brand name

It used to be that the company name was also a brand name and used with every model the company sold. However, in recent times, especially with the advent of electric vehicles (EVs), some companies are finding that it would be better to create a dedicated sub-brand for such vehicles and give them more prominence.

Hyundai Motor is the latest to do so with the announcement of the IONIQ brand which will be for EVs. Most readers would know that the IONIQ name has already been used by a Hyundai model. The name, which fuses ‘ion’ and ‘unique’ was first introduced in 2016 as ‘Project IONIQ’, a long-term R&D project focused on eco-friendly mobility.

Based on the project, Hyundai introduced a model named IONIQ which was unique in that it could be powered by a choice of three powertrain options – hybrid electric, plug-in hybrid and full electric – within the same bodystyle.

Hyundai IONIQ — *The IONIQ was introduced to the Malaysian market in 2016, and is available only with a hybrid powertrain.*

Three new models in four years
Mow, the company will re-assign the model name to become a brand name. Over the next four years, the Korean carmaker will introduce a range of numerically named EVs under the new brand, with the even numbers used for sedans and the odd numbers for SUVs. These will start, in early 2021, with the IONIQ 5. In 2022 will come the IONIQ 6 sedan and in early 2024, the IONIQ 7 which will be a large SUV.

The first model, the IONIQ 5, will be a midsize CUV (Compact Utility Vehicle) based on the concept 45 which was displayed at the 2019 Frankfurt Motorshow as a homage to its very first concept car. The IONIQ 5’s designers have taken inspiration from the past and integrated it with cutting-edge parametric pixels, a unique design element that Hyundai designers will continue to incorporate into future IONIQ models.

Hyundai Concept 45 and Prophecy — *Concept 45 (above) will be the basis of the IONIQ 5′ design, while the Prophecy concept (below) provides the designers with the starting point for the styling of the IONIQ 6.*

The IONIQ 6 sedan will be based on the company’s latest concept car, the Prophecy, which made its debut 5 months ago. The IONIQ 7 SUV will share the vehicles’ common design theme of ‘Timeless Value’. The vehicles will be inspired by past models but they will be a bridge to the future, says Hyundai.

E-GMP platform
All IONIQ models will sit on an Electric Global Modular Platform, known as ‘E-GMP’, that will have fast charging capability and generous driving range. The EV-dedicated platform will allow Hyundai designers to reimagine the cabin as a ‘smart living space’ with highly adjustable seats, wireless connectivity and unique features such as a glovebox designed as drawers.

The platform paradigm shift will extend into the user interfaces that will be simple, intuitive and ergonomically designed to help occupants feel at ease.

Strategy 2025
The Hyundai Motor Group recently announced that the Group aims to sell 1 million units of battery electric vehicles (BEV) and take 10% share to become a leader in the global EV field by 2025. Under Strategy 2025, Hyundai Motor Company itself aims to become the world’s third-largest automaker of eco-friendly vehicles by 2025, with 560,000 BEV sales in addition to Fuel Cell EV sales.

Hyundai celebrated the launch of the IONIQ brand by turning the London Eye into a giant letter ‘Q’ using electric lights just before the official reopening of the famous attraction. With the otherwise bustling city of London having come to a halt during the COVID-19 pandemic and lockdown, Hyundai is ‘bringing new energy into the city’ by lighting up and turning one of its most iconic sights once again.

Revised prices of 2020 Hyundai models

Latest Autohaus with Mercedes-Benz Retail Brand Presence has opened in the northern region of Malaysia.

A new Mercedes-Benz Autohaus incorporating the latest Mercedes-Benz Retail Brand Presence has opened in the northern region of Malaysia. It is the first facility to showcase the German brand’s concept which is said to centre on the customer.

Operated by Cycle & Carriage Bintang Berhad (C&C), which originally brought Mercedes-Benz to Malaysia, the Autohaus is located in Alor Setar, Kedah, C&C has had a presence in the northern region for close to a decade, during which time it has built up a base of customers and fans of the brand.

The Autohaus is supported by a team of dedicated Star Assistants, Sales Executives, Product Experts and After-sales technicians with an in-depth understanding of its northern region customers’ needs. Needless to say, Mercedes-Benz Malaysia also provides additional support whenever needed.

Raising benchmarks
“Our mission to deliver ‘Exceptional Journeys’ throughout the customer journey is a continuous effort. We are embracing digital advancements to raise the benchmark of premium automotive retail and customer experience, while retaining the personal and human aspect that our customers have grown to love. In line with this commitment, we remain invested in our sites, systems and people and the Cycle & Carriage Alor Setar Autohaus is a testament to this,” said C&C CEO, Wilfrid Foo.

Congratulating the C&C team on the opening of the new Autohaus, Dr Claus Weidner, President & CEO of Mercedes-Benz Malaysia said: “The reintroduction of the Mercedes-Benz Autohaus in Alor Setar reflects our continuous effort in providing an upgraded retail experience for our northern region customers while retaining the Mercedes-Benz personality. We have merged automotive, technology, and luxury, as seen in our cars, making the retail experience just as gratifying as the drive.”

New architectural concept
All retail elements of the Cycle & Carriage Alor Setar Autohaus are considered and modernised with the Mercedes-Benz Retail Brand Presence; from the welcome area, sales and service to delivery, supported collectively by a personalised approach and digital elements.

The architectural layout and the way media are used are designed with fundamental processes in mind. It allows the architecture, media and processes to be regarded as components of an integrated element to optimise customer experience and stage vehicle display. They work together to enable a dealership experience characterised by a high-quality visitor environment, lightings to set the ambience in the showroom, smooth processes and a contemporary consultancy concept.

Spatial boundaries within the building are kept to a minimum to deliberately create an open-space feeling. A largely transparent building façade creates a flowing transition between the interior and exterior areas.

Strong focus on the customer
The entire showroom area is dedicated exclusively for customer service orientation without permanent workstations in the showroom. Leisure facilities for families at the hospitality cafe are available if they are waiting for their vehicles to be serviced.

At the waiting area, various seating arrangements are available, be it semi-public or a private area which can be selected flexibly for individual consultations in accordance with the preference of the customer. Salespersons and Product Experts will be on hand to offer information and other assistance.

The concept is modular in design and is oriented to the needs of customers and prospects. The flexibility and variability of the brand’s individual elements allow a high degree of spatial applications and formats. The result is a consistent application of the recognisable Mercedes-Benz Corporate Identity and Corporate Design. Furthermore, the new concept enables individual consultation and sales processes with a standardised global brand presence.

“We understand the value of establishing trust by first understanding the specific and personal needs of every customer who walks into a Cycle & Carriage dealership. Matching these needs promptly with the right channels, products or solutions is key and we are here to walk with customers through the entire process, as they begin their Exceptional Journey with us,” Mr. Foo explained.

“With the upgrades, Cycle & Carriage continues to ensure our presence delivers excellence to customers throughout our network across Malaysia, delivering on our promise of ‘Exceptional Journeys’,” Foo said, adding that the Johor Bharu Autohaus and Ipoh Autohaus will also be upgraded by the end of this year.

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BMW brand logo modernised with visual style of today to suit digital age

After more than 20 years, the BMW brand has a new corporate identity for online and offline communication purposes. The BMW, BMW i and BMW M communication logos have been completely reworked, with a new logotype and new design principles. According to the company, it has ‘the visual style of today and is better-suited to the digital age’.

The new design is described as an expression of the revised brand identity, which places the customer at the centre of all activities. More minimalist in a sense and two-dimensional, it conveys openness and clarity. The additional transparent version of the logo is a more open invitation than ever for customers to join the world of BMW. The change reflects BMW’s transition from centering purely on the automotive world to being about technology and connections.

The redesigned logotype expresses openness and strength of character to ensure a contemporary, future-proof presence both online and offline.

History of the BMW logo. Its design has always been linked to an aircraft propeller although this origin is a myth (and even BMW admits it).

The origins of the ‘BMW propeller’ design
The fundamental elements of the BMW logo are its colours: white and blue, which are the colours of the state of Bavaria in Germany, home of BMW. The myth of the ‘BMW propeller’ actually began 91 years ago with aA BMW ad showing an airplane with the BMW logo in the rotating propeller. At the beginning of the global economic crisis, the ad was trying to promote a new aircraft engine that BMW was building under licence from Pratt & Whitney. The propeller interpretation fit very well into the advertising image of the young company, as it underlined the company’s roots and its expertise in aircraft construction.

Then, in 1942, BMW itself linked the propeller to its company symbol. An article appeared in a BMW publication called ‘Flugmotoren-Nachrichten‘ (Aircraft Engine News) which backed up the story of the BMW badge as a spinning propeller. The story was illustrated with a photo of the BMW logo overlaid on a rotating propeller.

“For a long time, BMW made little effort to correct the myth that the BMW badge is a propeller,” explained Fred Jakobs of BMW Group Classic. So according to the expert, sticking to the story that the BMW emblem is a propeller would not be entirely wrong. It’s not strictly true that there is a propeller in BMW’s company logo, though. Constant repetition has made this explanation a self-propagating urban myth. “This interpretation has been commonplace for 90 years, so in the meantime, it has acquired a certain justification,” Jakobs said.

New logo stands for openness and clarity
“BMW is becoming a relationship brand. The new communication logo stands for openness and clarity,” explained Jens Thiemer, Senior Vice-President for Customer and Brand BMW. “We want to use this new transparent version to invite our customers, more than ever, to become part of the world of BMW. In addition, our new brand design is geared to the challenges and opportunities of digitalization for brands. With visual restraint and graphic flexibility, we are equipping ourselves for the vast variety of touchpoints in communication at which BMW will be present, online and offline, in the future. This additional communication logo symbolizes the brand’s significance and relevance for mobility and driving pleasure in the future.”

The global launch of the new brand design starts this month and progressively up to May 31, 2021, it will begin to appear in all communications, on and offline, and for international trade fairs and events.

2020 BMW Concept i4 — *The new logo is intended for media communications and not for use on vehicles or dealership facilities, but it can be seen on the BMW Concept i4 unveiled recently.*

BMW clarifies that the new logo is a new media branding and will be used in addition to the existing logo. It won’t be used on the vehicles or feature on the exterior and interior of dealerships. However, it seems that concept cars may use it, as evident in the BMW Concept i4 unveiled recently.

Volkswagen unveils a new logo and brand design for new era

Introduction of new brand logo marks start of Proton’s next chapter

Ever since Proton formed its partnership with the Zhejiang Geely Holding Group (more commonly referred to as Geely) in 2017, it has been on an upward trajectory in all aspects of the business. Given the troubled years of the late 2000s and early 2010s, perhaps Proton should have embarked on such a partnership earlier because the auto industry was already changing. In the late 1990s, globalization led the bigger players to realise that consolidation was going to be vital for survival as competition intensified.

Daimler AG’s Jurgen Schrempp created a ‘mega car company’ by ‘merging’ Daimler and Chrysler and thereafter, other companies formed alliances or merged as well. But at that time in the late 1990s, Proton felt it was about to ‘graduate’; it had learnt all there was about being a carmaker and by 2000, the CEO confidently told Malaysians and the world that it was a full-fledged carmaker ready to take its place in the global arena as a credible brand. It did not need to rely on other carmakers any longer; on the contrary, the CEO said: “Other carmakers are knocking on our doors for our technology.”

However, various domestic and internal issues prevented Proton from moving ahead and worse, it slipped from leadership in its own market where it had been able to hold the biggest share. Various parties with different interests either supported moves to find partners or simply rejected the idea on the grounds that Proton would lose its Malaysian identity.

By 2016, it was clear that having a foreign partner was the only way for Proton and DRB-HICOM picked Geely because it was the ‘best fit’. The partnership has since worked well and facts and figures suggest that it won’t be long before Proton is up at the top. It’s already No.2 in overall sales; registering a 36% growth in a market that saw a 5% decrease in sales; and it is the only major brand to have double-digit growth in 2019.

This has come about with assistance and guidance from Geely in many areas, especially quality. The Chairman of Proton Holdings, Dato’ Seri Syed Faisal Albar, added that much serious effort had gone into ‘improving and correcting the fundamentals’ of the business. And while the dealerships have all been upgraded significantly to enhance and improve the customer experience, attention has also been given to changing the mindset of those who work for the brand. It is no longer like the early years when it was a seller’s market and customers had limited choices as competition today means that they can consider many alternatives.

So, 2 years after starting a new chapter in its history, Proton’s progress is back on track and it is winning back the trust of customers in its most important market. “Our ambition is to become a truly modern, global automotive brand. Our new ethos comprises our core values of always using innovative technology, our commitment to reliability and adopting an international point of view,” said Dr. Li Chunrong, CEO of Proton.“

Having completed one chapter, Proton is now about to embark on the next one and to signify this, the brand logo has been given a subtle makeover. It is a more stylized representation of the tiger head, rendered in silver, with a stronger finish. The new design ‘uncages’ the figure (with more geometric lines) which has its head held high to show a determination to move forward to success.

Accompanying the new logo is Proton’s new tagline which will now be ‘Inspiring Connections’. It is said to encapsulate the brand’s aspiration of ‘utilizing technology and mobility to help make human connections that inspire a successful life’.

EVOLUTION OF THE PROTON LOGO

Proton’s first logo appeared with the Saga, its first model. To strengthen its identity as a Malaysian National Car, the logo incorporated the Malaysian flag with the star and crescent on a dark blue background. The combined elements were inserted at the top of what resembled a shield with a grey finish. This badge was used only on the Saga up till 1993.

During the late 1980s when the first exports of Proton cars began, there was actually an alternate logo used for some markets. This was an entirely different design which did not use the Malaysian flag although a yellow ‘star’ with 14 points in the middle alluded to its identity. Surrounding the central elements was a circle of silver stars set on a blue background.
According to a former Proton executive who was involved in the export business, the alternative logo was used to ‘play it safe’. “We were a young company, just getting into the car-making business and we felt we had to take into consideration the sensitivities of some of the markets we entered. Our new dealer partners in some of those markets suggested that a less ‘Muslim-looking’ logo would be better and so we followed their advice and came up with something neutral,” he recalled. However, the alternate logo was used only for a small number of markets in Europe. It was eventually dropped as Proton’s confidence grew and the brand got established and accepted. Some units appeared on Malaysian roads but these were cars that were brought back from overseas by some owners or the badge was changed.

The next time the logo was restyled was in 1993 when the Wira was introduced as the third Proton model after the Saga and Saga Aeroback. This logo continued with the theme of the Malaysian flag and retained the colours but the larger part of the grey shield was omitted. The logo became more compact within a triangular shape which could still be regarded as a ‘shield’.

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branding

Kia to move away from traditional manufacturing-driven business model

IONIQ – from model name to brand name

Latest Autohaus with Mercedes-Benz Retail Brand Presence has opened in the northern region of Malaysia.

BMW brand logo modernised with visual style of today to suit digital age

Introduction of new brand logo marks start of Proton’s next chapter

EVOLUTION OF THE PROTON LOGO

Kia to move away from traditional manufacturing-driven business model

IONIQ – from model name to brand name

Latest Autohaus with Mercedes-Benz Retail Brand Presence has opened in the northern region of Malaysia.

BMW brand logo modernised with visual style of today to suit digital age

Introduction of new brand logo marks start of Proton’s next chapter

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