Corporate News

Kia Motors introduces new corporate identity

- Upgraded CI reflects Kia’s young and energetic image

- New CI to be applied to the soon-to-be-released all-new Sportage SUV

(SEOUL) August 11, 2004 - Kia Motors Corporation today formally revealed its new corporate identity (CI). The move is intended to consolidate the different vehicle badges that in some cases are being used for domestic Korea and export versions of the same model, thereby strengthening Kia’s brand recognition worldwide. The new CI will also be gradually phased-in by the company’s more than 3,000 distributors and dealers around the world.

With a three dimensional typeface and logo, the new CI is designed to reflect the company’s youthful and energetic image, while the color is now a richer, deeper red (color code: M100Y100K30) to offer a stronger and more refined appearance.

Kia plans to start applying the new CI to the all-new Sportage compact SUV, which is scheduled for Korean launch in August, with the world premiere at the Paris Motor Show in September. In an effort to further strengthen its brand equity, the Sportage name will also be used for both the Korean and export versions.

Kia views the revamping of its CI as an opportunity to accelerate its overall brand-building strategy, with particular focus on international markets, where success in competition with the world’s leading automakers increasingly hinges on differentiation and a continuous strengthening of brand value.

“With the uniform application of the new Kia corporate identity worldwide, we will now ensure the use of the same logo in all markets,” says Yong-Hwan Kim, Kia’s Senior Executive Vice-President and COO. “By utilizing the same corporate identity for both domestic and export purposes, I am confident that we are laying the foundation for a more consistent brand image and enhanced brand value as we strive to become a global top five automaker by the end of the decade.”

Kia Motors plans to commence a thorough campaign to replace the former CI with the new CI at its headquarters, showrooms, and service centers worldwide. Kia also plans to train all of its employees on the company’s brand strategy.

Founded in 1944 and now celebrating its 60th anniversary, Kia Motors Corporation ( is Korea’s oldest manufacturer of automobiles. As part of the Hyundai-Kia Automotive Group, Kia is among the world’s fastest growing automobile companies and aims to be a top five global automaker by 2010. Kia’s 15 manufacturing and assembly operations in 12 countries make more than a million vehicles a year that are sold and serviced through a network of distributors and dealers covering 190 countries. Kia today has 30,000 employees and annual revenues of $12 billion. It is the major sponsor of the Australian Tennis Open and an international sponsor of the Davis Cup.

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