Brand Identity

A Different Beat

Brand Direction

Kia brings a new beat to the global auto industry through its ever-vibrant growth.
Like a beat of music that touches your heart, Kia strives to make your life richer every day.

Hero 1

Brand Slogan

Kia will show you the power to surprise with dynamic and exciting experiences that go beyond your expectations.

"The Power to Surprise"

Brand Values

Best Global Brand

KIA Motors has seen a steady increase in its brand value since its entry into the top 100 global brands list in 2012. As a result, the value of brand this year marked US$ 6.9 billion, up by 4% from the previous year. This allowed the company to enter the top 71 list of the global brands, which is a tremendous attainment.

Starting from 2005, the company has been engaged in enhancing the brand power and improvement of the company reputation through the brand slogan of “The Power to Surprise,” with continued efforts for innovation in product development, communication, sales, services, and other customer-related activities.

Brand Values

Future Brand Vision

Boundless for All

Limitless mobility experience for everyone

Kia believes everyone should have the opportunity to enjoy the infinite value that future mobility will bring.

Mobility - ACE

4 areas of focus in delivering Kia's vision to customers



Enabling urban and suburban mobility, Kia launched ‘WiBLE’ car-sharing service in 2017. WiBLE – a portmanteau of ‘Widely Accessible’ - aims to make access to mobility easier. Currently on offer in Korea, WiBLE will be launched in major cities in Europe.



Kia is striving to provide customers with convenient and safe mobility through autonomous driving. Kia plans to commercialise Level 4 autonomous driving technology, with ‘Smart City’ autonomous vehicle testing due to commence in 2021.



Connected cars are the key to enhancing and enriching customers’ mobility experience. We are working closely with academics and communities across the globe as well as various industries, including IT, telecommunications, components, and materials. Connected cars will cross over products and boarders enabling customers to enjoy a seamless experience by connecting their cars with their smart homes, devices, and even cities.


Eco / Electric

Another key area is providing consumers with a variety of efficient, sustainable mobility options. As part of our efforts to serve our consumers with the best technology, Kia currently has developed its own technology on all of our Eco/Electric cars (HEV, EV, PHEV, FCEV). On the battery EV front, together with our sister company, Kia will sit among the top three battery EV manufacturers in the world.

CES 2018 Films