Kia has recently redesigned their logo. And more.
Happily, this is not just a visual change or a mere refocus of what they show people. It is really more of an indication of change from within the company and in connection with what they see around them. On a global basis of course but also on a local one. Days after the global redesign launch, Kia Philippines held discussions on what they saw for the future for their company and their industry, but more important for their customers new and old.
And that is what will make the difference.
The discussion for the local market touched on several points, but with what Kia Philippines president Manny Aligada called a balanced effort. They discussed company growth both previous and projected, and specifically pointed out that they would be responding to demand by increasing points of sale in areas such as Metro Manila.
As explained by Sales and Network Development Director Jun Cajayon, they are looking to add another five points of presence for 2021 after adding 10 in 2020 to 2019’s 30. These will include current and new principals and partners, so clearly confidence is high. Their business goals for the year are triple-digit growth and a doubling of market share. And the launching of at least two new models. If not more. Bold statements and bold moves in these trying times, especially when you consider that Kia has been filling in all the little spaces within their vehicle line-up.
Also given the fact that the new logo brings in the thrust of specific cars for specific people, the year should look very interesting in the Kia showrooms. And yes they have said, though not necessarily this year, that performance and sporty cars will have a lace in the global Kia family.
What was probably most interesting to those that buy and own their cars is the increased commitment to service. As Aligada said quoting Aftersales Director Rommel Ramos, the first cars may be sold by sales but the second, third and fourth are sold by service. Even before the effects of the pandemic began last year, the company had been setting up improved infrastructure and logistics support such as more warehouse space and more streamlined systems. Their warehouses are full of very complete stocks of parts for all models and variants, and the reordering system is meant to trigger not just replacement but rethinking of volume and flow. From these warehouses the parts go out to the dealers and service centers as needed, but they ideally should be just replenishing as the dealerships themselves should be carrying stocks to handle projected demand already.
All that was planned before the pandemic. What is also planned but what will be increasingly helpful given the inconsistency of mobility today is improved communication for service. This is in the form of more people more places of course, but it is also in the form of remote diagnostics in cases where a more distant dealer cannot yet handle a particular question. Basically they are kind of flattening and tightening the system, which should really benefit the end customer in terms of time, effort and cost. And hopefully making everything a more pleasant experience.
All this goes well with what the new logo is supposed to signify. Kia is no longer an underdog, rather it is a force to be reckoned with. The new logo is reminiscent of a calligraphic signature, it is meant to be more open to more people. To communicate more with all the different types of people and to provide them more directly with what they need and desire.
As Marketing Director Franz Decloedt said, there is meant to be a Kia that will surprise you, a Kia that will inspire you.