New Logo

Kia reveals new logo and slogan while setting a Guinness World Record for fireworks

The new Kia logo was seen above the skyline in Korea as part of a pyrotechnics display.

Photo courtesy of Kia Motors

The automotive world has been blessed with five fresh logo designs in the last 10 months (Nissan, Rolls-Royce, Volkswagen, BMW, and Stellantis). This new one, from Kia, is a sixth. The company launched the logo today in a glitzy display that included setting a Guinness World Record.

"Kia's new logo represents the company's commitment to becoming an icon for change and innovation", said Ho Sung Song, Kia's President and CEO. "The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes. Our new logo represents our desire to inspire customers as their mobility needs evolve, and for our employees to rise to the challenges we face in a fast-changing industry."

The new logo features a design based on scripted text rather than a traditionally lettered design like the current Kia logo. It's made to look more like a signature.

Kia new logo slogan tagline movement that inspiresPhoto courtesy of Kia Motors

The automaker says that the new design features "symmetry", "rhythm", and "rising" elements that "embody Kia's confidence and commitment to customers". It also "represents Kia's ambitions to establish a leadership position in the future mobility industry by revamping nearly all facets of its business".

Kia is a part of Hyundai Motor Group, which is also home to the Hyundai, Genesis, and Ioniq brands.

The logo is joined with a new brand slogan: "Movement that inspires". It replaces "the power to surprise" and "give it everything", which have been used in the past few years.

Kia launched the logo with a record-breaking pyrotechnic display in the skies above Incheon, Korea. The event included 303 pyrodrones launching hundreds of fireworks in a synchronized artistic display. This set a new Guinness World Record for 'Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously'. You can watch the spectacle below.

New Logo Unveiling Show | Livestream Highlight | Kiawww.youtube.com

Kia plans to reveal more about its new brand identity on January 15, the day before the Stellantis merger is finalized. A new brand purpose and strategy will then bring revealed, with industry onlookers hoping that it brings new clarity for the direction of the Kia lineup, which exists currently as mish-mash of well-made, reasonably-designed vehicles currently without a cohesive theme.

The logo and slogan change is another part of the Kia 'Plan S' long-term business strategy, which plans for the introduction of a bevy of new models in the coming years.

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The IIHS may increase the speeds it uses to test advanced driver aids.

Insurance Institute for Highway Safety

The Insurance Institute for Highway Safety (IIHS) recently announced that it is considering changing the speeds it uses to test vehicle-to-vehicle front crash prevention systems. The agency currently tests the systems at 12 and 25 mph, but says that the speeds don't accurately represent the types of crashes the safety tech is meant to prevent.

Front crash preventionwww.youtube.com

Automatic emergency braking (AEB) is designed to notify of a possible collision and help respond with automatic application of braking. Just like a human using the brake pedal, it can stop the car, but higher speeds make it difficult to stop in time. The new tests would be conducted at 35 to 45 mph, which is the range where a large number of rear-end crashes occur. As Automotive News noted, an IIHS study showed 43 percent of rear-end crashes occur at speeds of 45 mph or less, so it's important to have a test that shows how well the tech performs at those levels.

A whopping 85 percent of 2022 vehicles earned a "Superior" rating in the current testing regime, so the IIHS will remove it from 2023 testing and Top Safety Pick award evaluations. Their view is that, since the majority of vehicles meet the criteria, it's no longer an accurate way of evaluating performance. In its place, the agency introduced a night test for automatic emergency braking systems that will begin next year.

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The 2023 Sportage Hybrid starts at around $28,000.

Kia

Kia's moving full steam ahead to an all-electric future, but the automaker's intermediate models should not be overlooked. Kia and Hyundai do hybrids as well as anyone, and the 2023 Sportage Hybrid is coming soon with new tech, updated styling, and a value-forward price. The 2023 Kia Sportage Hybrid goes on sale in spring.

2023 Kia Sportage HybridThe Sportage Hybrid delivers up to 39 mpg.Kia

Kia offers the Sportage hybrid in three trims: The $28,505 LX, $32,205 EX, and $37,405 SX-Prestige. All models come with a turbocharged 1.6-liter engine and a 44kW electric motor that combine to produce 226 horsepower. A six-speed automatic transmission with a rotary shifter is standard, and all-wheel drive become standard at the EX trim. The powertrain is efficient for an SUV, delivering up to 39 mpg when paired with front-wheel drive.

Kia says the Sportage Hybrid's interior features a 12.3-inch infotainment touchscreen and a 12.3-inch digital gauge cluster for almost 25 inches of display. Standard tech is generous, and includes wireless Apple CarPlay and Android Auto. There's also plenty of safety tech. Kia adds standard gear that includes:

  • Driver attention warning system
  • LED headlights
  • Lane following assist and lane keep assist
  • Forward collision warnings with cyclist detection
  • Rear occupant alerts
  • Rearview monitor
  • Reverse parking distance warnings
Several optional features are available, including blind spot warnings, forward parking distance warnings, navigation-based cruise control, and more.

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