The first sign of change on the Korean automaker's products will start with the new logo appearing on the upcoming Sportage compact SUV, becoming available in Korea later this month and debuting to the world at the Paris Motor Show in September.
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| Following Kia's global continuity strategy, the new Sportage will get the same name in all markets. Note: Click on photo album link below for more images. (Photo: Kia Motors America) |
"With the uniform application of the new Kia corporate identity worldwide, we will now ensure the use of the same logo in all markets," stated Yong-Hwan Kim, Kia's Senior Executive Vice-President and COO in a press release. "By utilizing the same corporate identity for both domestic and export purposes, I am confident that we are laying the foundation for a more consistent brand image and enhanced brand value as we strive to become a global top five automaker by the end of the decade."
Following the brand's global continuity strategy, the new sport utility will get the same Sportage name in all markets, Korea included. This trend should continue as new products are introduced. Recently, Kia introduced a much improved Spectra sedan and 5-door liftback in North America. The same car is dubbed the Cerato in other markets, confusing a market which is becoming more and more global with every passing year.
