Kia Service Identity

Description

Kia is a design-driven sporty, modern and innovative mainstream brand. The mission in Kia Aftersales is to provide an outstanding Kia service experience for the customers over the car lifecycle, in line with “The Power to Surprise”. This target will be reached with the new Kia Service identity by focusing on being “Simple. Attractive. Smart.” on all customer touch points to deliver a consistent and exciting brand experience across Europe.

Statement of the jury

Kia Motors aspires to ensure an outstanding service experience for customers over the long term. The claim “The Power to Surprise” promises high-calibre service that is “simple, attractive and smart” for the customer and covers the entire process, from making an appointment to vehicle handover, repair and after-care. The internal strategy is embodied by a striking key visual. It is used as a logo for employee training and has the symbolic power to remind staff of the service promise to customers on a continuous basis. With the new Kia Service identity, the company has definitely chosen the right brand strategy.