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Kia’s ‘Movement That Inspires’ lights up Burj Khalifa

Burj Khalifa is again the backdrop for another automotive brand, this time, Kia Middle East and Africa lit up the world’s tallest tower to show off their new brand identity – ‘Movement That Inspires’ – which was globally announced earlier this year by the Korean auto maker.

The regional brand transformation will see the manufacturer put its mid to long-term ‘Plan S’ strategy into action across MEA – meaning the swift transition to EVs and customized mobility solutions.

Case in point is Kia’s new EV6 which will be the brand’s first of 11 battery electric vehicles by 2025. Kia plans to strengthen its EV lineup with seven built on E-GMP architecture, and four derivative EVs based on existing models.

A regional shift to a new brand philosophy

From now till 2023, you’ll start to notice the changes in the showroom and on the cars in the Middle East as the company works to make the shift. Personally, I like the new brand image, it gives it a touch of class. When the EVs start to hit the Middle East streets, Kia will be a top contender. I believe that if they can start offering their EV line up from next year, they’ll have a strong chance to dominate the market in their segment.

“This is a historic moment for Kia in the region as we transform and adopt a new perspective on what mobility has to offer the world today and, in the future,” commented Yaser Shabsogh, Chief Operating Officer at Kia Middle East and Africa. “A journey is more than getting from point A to B — it’s about igniting the excitement of discovery. Exactly how society travels is always changing, and Kia’s brand transformation reflects our ambition to lead the way in defining what this ‘how’ looks like long into the future.”

A commitment to innovation and change

Kia’s EV6 will lead the way for the company’s dedicated new platform for battery electric vehicles (BEVs). The model will enable the mid-to-long term strategy for BEVs, plug-in hybrid (PHEV), and hybrid electric (HEV) vehicles that are estimated to make up 40 percent of Kia’s total sales by 2030.

As it moves into a new era, Kia will pave the way for future mobility solutions by bringing its fleet of electric vehicles and purpose-built vehicles, which can be tailored to the needs of specific users, to local markets. As a foundation of the brand’s purpose, Kia sees movement as a basic human right, and its goal within the region — as it is globally — is to enable people to move freely through its sustainable mobility solutions.

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