October 17, 2021

Kia celebrates its brand transformation in the Middle East with spectacular LED show

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KIA Corporation
  • Kia reveals new brand purpose during LED show on Dubai landmark, the Burj Khalifa
  • Kia’s new brand slogan and corporate logo projected on Burj Khalifa’s LED façade, which holds the Guinness World Record as the ‘World’s Largest LED-Illuminated Façade’
  • Kia aims to inspire customers with LED show and new brand purpose, which focuses on sustainable mobility

Kia Corporation has continued the global introduction of its new brand transformation with a spectacular LED show on the side of the Burj Khalifa, the Dubai landmark and world’s tallest structure at 828 meters.

Kia introduced its new brand to the Middle East, including the company’s new brand slogan ‘Movement that inspires’ and corporate logo, as well the company’s first dedicated electric vehicle, the EV6, upon Burj Khalifa’s LED façade. Covering 33,000 square meters, it holds the Guinness World Record as the ‘World’s Largest LED-Illuminated Façade’.

Artur Martins, Senior Vice President and Head of Global Brand and Customer Experience Division at Kia Corporation, commented: “Kia is reborn in 2021 with a new vision for mobility. We believe movement inspires ideas, and we want to create a space for all of our customers to bring their ideas to life. The LED show in Dubai is our way of inspiring people to follow their dreams, and let them know that Kia is with them for the journey.”

The new Kia brand signifies the company’s bold transformation from vehicle manufacturer to creator of sustainable mobility solutions for customers. Kia will expand into new and emerging business areas by creating innovative mobility products and services to improve peoples’ daily lives.

Rolling out new brand worldwide

Kia first introduced its purpose and ambitions for the future during a digital showcase event in Seoul in January, and has since hosted similar launch events in India and now the Middle East.

Kia will continue to build awareness of its new purpose and how customers will benefit throughout 2021 and beyond. The company’s aim is for all regional Kia facilities to complete their brand transformation by the end of 2024.

Advancing EV transition

Kia is in the process of establishing a leadership position in the future mobility industry, expanding its business to encompass EVs, mobility solutions and services, purpose-built vehicles, and more.

Starting with the recently launched EV6, Kia will strengthen its EV lineup by 2026 with 11 new models – seven dedicated EVs built on the Electric-Global Modular Platform (E-GMP) architecture, and four based on existing ICE derivatives.

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