CRA Market News
By John Huetter
Repairers, insurers and the public will see the rollout of Kia’s new logo as new model years or design generations arise, the OEM confirmed Thursday.
However, the OEM said it should be established on the entire fleet by early 2022.
“Kia’s global roll-out of the new logo starts from today,” Kia global public relations team senior manager Jiwon Han wrote in an email when asked about exterior vehicle badging. “From now on, the new Kia logo will be applied in connection with model year changes or full model changes for each Kia model. It’s too early to share a specific timetable for this, but we plan to adopt the new logo across all products and services by Q1 2022.”
Kia on Wednesday announced it would ditch its old oval logo in favor of the free-floating word “Kia.” The font for that word has been changed as well.
“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation”, Kia CEO Ho Sung Song said in a statement. “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 OEM unveiled the logo with a pyrotechnics display that set a Guinness World Record for “Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously.” (You’ll need 304 drones to beat Kia’s record, in case you were wondering. But that seems like a “Don’t try this at home” sort of accomplishment, and we wouldn’t advise it.)
Kia noted that it unveiled the logo and a new slogan (“Movement that inspires”) following its announcement of its “Plan S” business strategy. The OEM said Wednesday it wants to “take a leading position in the global car market.”
Kia announced one year ago it would sell 11 battery-electric vehicles globally by 2025 as part of this plan, which involved spending $25 billion on electrification and business diversification through that year.
“In Korea, North American, Europe, and other developed markets which face stricter fuel-efficiency standards, the company will foster the development of the EV industry,” Kia wrote in January 2020. “A full EV line-up will be established in these markets by 2025, and the sales of EVs will account for about 20% of Kia’s total sales in developed markets.”
It said then its first dedicated electric vehicle would appear this year.
Speaking of emblems, we thought we’d offer a bonus tidbit for repairers.
A 2019 “Who Pays for What?” survey found nearly 90 percent of several hundred auto body shops charging for removing adhesive from an old emblem, molding or decal. The survey found 67 percent of those those who did invoice the work reporting that major insurers reimbursed customers “always” or “most of the time.”
“Keep in mind that the labor to replace a molding or an emblem is only to reinstall the old emblem or molding; it does not include the additional labor to remove the old adhesive (nor any material costs, such as an eraser wheel),” Mike Anderson, CEO of study co-author Collision Advice, wrote in the 2019 report. “A judgement time for this should be calculated based on how long it takes the average technician (one with 5 to 7 years of experience) to gather up the needed tools and supplies, perform the task in a safe and proper manner, and return the tools and supplies back to their proper storage place, as well as clean up the work area from any residue.”
Help the collision industry by taking the current “Who Pays for What?” survey by the end of the month and answering questions on topics like refinishing. All answers are kept confidential; data is published only in the aggregate.
Kia, Jan. 6, 2021
Kia set a Guinness World Record for drone-controlled pyrotechnics when it unveiled its new logo on Jan. 6, 2021. (Provided by Kia)
Kia’s new logo was unveiled Jan. 6, 2021. (Provided by Kia)
A 2019 “Who Pays for What?” survey found nearly 90 percent of several hundred auto body shops charging for removing adhesive from an old emblem, molding or decal. The survey found 67 percent of those those who did invoice the work reporting that major insurers reimbursed customers “always” or “most of the time.” (Provided by Collision Advice and CRASH Network)