TOKYO — Kia has a brand new firm title, new emblem and new slogan — all to assist herald its new ambition of changing into a worldwide chief in electrical autos with annual gross sales of 500,000 EVs by 2026.

CEO Ho Sung Tune says the time is true for the large shift — even within the U.S., the model’s largest market. Regardless of paltry American demand for EVs right this moment, Tune says a wave of latest high-tech product imbued with a brand new design language will assist Kia attain a brand new buyer base.

The model reboot will start this quarter with the introduction of Kia’s first devoted EV. The brand new emblem shall be rolled out throughout all the lineup by way of early 2022. Kia plans to provide dealerships worldwide two or three years to undertake the symbol, he mentioned.

“We face one of many largest transformations the trade has ever had,” Tune informed Automotive Information final week in beginning the relaunch. “And we need to leverage this chance to remodel ourselves within the space of name buyer expertise and enterprise mannequin.

“That is completely approaching a distinct goal group or a distinct buyer, and totally different messaging, totally different strategy and even the manufacturing of the autos,” he mentioned.

Among the many first modifications, Kia is dropping “Motors” from its company title to emphasise its drive into the fields of electrical automobiles and new mobility. Kia Motors Corp. now shall be merely Kia Corp.

Kia additionally final week previewed an upcoming wave of 9 electrical autos that can gas the push. They’re a part of Kia’s mass ramp-up of EVs by way of 2025, and a speedy enlargement into what the corporate calls purpose-built autos, or PBVs — referring to runabouts devoted to features resembling individuals transferring and supply.

Artur Martins, head of worldwide buyer expertise, mentioned the most important problem for Kia shall be making certain a constant rollout of the brand new model picture and lineup worldwide, whereas accounting for various wants and tastes in several markets, such because the readiness to go electrical.

Kia’s shift will hopefully encourage clients to purchase extra high-trim fashions, he mentioned.

In a web-based model showcase, international design chief Karim Habib teased silhouettes of EV mockups, half-hidden in coloured temper lighting and shadow, that hid “a strong and dynamic crossover, a enjoyable and sensible commuter, a robust and daring SUV,” in addition to a “lengthy and stylish sedan,” and one thing hinting at a sports activities automotive that the designer referred to as “an agile and dynamic machine.”

The fashions shall be referred to as EV1 by way of EV9, Habib mentioned.

He additionally previewed PBVs. These merchandise will embody a “micro autonomous pod,” a small particular person city transporter, a midsize commuter, and one thing billed as a “massive logistic companion.”

The silhouette of the latter appeared one thing like a rolling field.

Habib mentioned Kia will unveil extra design particulars within the coming months.

The brand new model ambitions comply with the adoption of a brand new emblem and slogan this month.

“Altering our company title and emblem just isn’t solely a beauty enchancment,” mentioned Tune, who took the helm final April.

“It represents us increasing our horizons and establishing new and rising companies that meet and exceed the varied wants of our clients worldwide.”

Beneath its midterm marketing strategy, Kia needs to construct an EV lineup of 11 fashions by 2025, with seven EV-only merchandise by 2027.

Kia hopes to seize 6.6 p.c of the worldwide battery-electric car market by 2025 and rack up international annual gross sales of 500,000 EVs by 2026.

Kia needs EVs to generate 20 p.c of its worldwide gross sales by 2025 and 1 / 4 in 2029.

Kia additionally needs to develop into a frontrunner in PBVs. These shall be specialised autos primarily based on versatile “skateboard” platforms with modular our bodies, Kia mentioned. They are going to cater to company and fleet consumers, and Kia plans to leverage its tie-ups with mobility gamers resembling Canoo and Arrival.

Kia expects demand for PBVs to soar fivefold by 2030 resulting from e-commerce and car-sharing.

Tune mentioned the primary PBV will debut subsequent 12 months.

Talking of the U.S. market’s lackluster demand for EVs, Tune mentioned that would change with the arrival of a brand new authorities in Washington beneath President-elect Joe Biden. Which will open the door to the adoption of extra environmentally pleasant emissions rules that would spur EV development.

Tune mentioned Kia is ready to construct its EVs and PBVs in any market the place demand is robust sufficient, together with the U.S. He declined to touch upon a current media report speculating a few tie-up between Kia dad or mum Hyundai Motor Group and Apple to construct an electrical automotive. One report out of South Korea mentioned Kia would possibly construct the EV for Apple at Kia’s manufacturing facility in Georgia. In the end, Tune mentioned, economies of scale will dictate the place Kia builds its EVs.

Kia’s first devoted EV shall be delivered within the first quarter of this 12 months and be constructed on a brand new Electrical-International Modular Platform, or E-GMP, shared with Hyundai. Will probably be a crossover-inspired design, code-named CV, with a variety of greater than 310 miles and a high-speed charging time beneath 20 minutes, Kia mentioned.

Kia’s vary figures are drawn from the European commonplace, the Worldwide Harmonized Gentle Automobiles Take a look at Process, which is taken into account extra beneficiant than U.S. vary figures set by the EPA.

Habib hinted that the CV will ship a recent tackle utility autos. He mentioned the physique of the brand new EV may have crossover parts, including: “We have not seen precisely this form earlier than.”

Will probably be the primary international car bearing Kia’s new black-and-white emblem. The primary U.S.-market car to get the brand new emblem would be the up to date Carnival minivan that can exchange the Sedona when it arrives within the second quarter, Tune mentioned.