It’s unlikely to have escaped your attention that many of the world’s carmakers have gone for a brand ‘refresh’ over the last 12 months. Many have updated their logos and brand slogans, while others have gone further by unveiling entirely new brand strategies. But why? And more crucially, what does a rebrand mean for customers?
Today, the automotive industry is on the cusp of massive change, as we are all aware of the need to tackle climate change head-on by investing in clean electrified vehicles. Governments and legislators the world over are continuing to set tougher emissions targets, while an increasing number are planning to phase out the sale of new combustion engine vehicles entirely.
We are seeing more emphasis now being placed on sustainable mobility compared to these traditional automotive values
The way we use our cars will also change for many people. As more of us move to cities and urban areas, technology will bring us more connected and sophisticated mobility choices. Besides public transport, car ownership will not be the only way for us to get around. What’s more, these changes in vehicle propulsion and the technology on board will bring about a revolution in automotive packaging and design. Never before since the birth of the automobile has the industry encountered such a transformation.
For many years, mass market car brands have focused on communicating stories of manufacturing excellence, product quality, and bold design. While these qualities will always be important for customers, we are seeing more emphasis now being placed on sustainable mobility compared to these traditional automotive values. Kia’s new brand strategy, for example, represents this greater purpose, as consumer mobility needs to move beyond the car. We want to enable transportation, mobility, and movement in this new age, values we see as basic human rights.
New logos and brand slogans convey an ambition and promise to offer forward-looking and inspiring products and services that customers will enjoy using in this new era of mobility. In other words, an effective rebrand is more than just a marketing exercise; it brings along a completely new focus, a new direction and even a new way of working.
An effective rebrand is more than just a marketing exercise; it brings along a completely new focus, a new direction and even a new way of working
Developing electric vehicles and other clean methods of transportation are the top priority now, as well as the introduction of new mobility services tailored to the needs of users around the world. For Kia, this will include 11 new EVs by 2026, including seven models built on a dedicated EV platform. We are changing the way customers experience our brand, both online and in-store, as well as transforming our own working culture. The world has changed drastically over the last 12 months, and everyone in the industry can take many positive learnings into a post-pandemic world.
The automotive industry is preparing for the biggest transformation we have ever seen. Taking a closer look at your brand and making sure it remains relevant to customers is essential for future prosperity.
The opinions expressed here are those of the author and do not necessarily reflect the positions of Automotive World Ltd.
Carlos Lahoz is Marketing Director at Kia Europe
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