It turns out that Kia’s new logo wasn’t brand suicide after all |
Five years ago this month, Kia took what seemed at the time to be a sledgehammer to its brand in the form of an inscrutable new logo. Today, its U.S. sales have never been higher.
Kia America announced a 7% sales increase in 2025 after selling a record 852,155 units in the U.S. last year. It’s the third consecutive annual sales record for the South Korean automaker’s U.S. division, and the feat was driven by strong sales growth for vehicles like its K4 sedan and its Sportage and Telluride SUVs.
Kia’s U.S. market share has never been greater. North America CEO Sean Yoon said in a news release that the numbers indicate “the strength of the Kia brand and the competitiveness of our models.”
It also goes to show that the knee-jerk reaction to a rebrand is no indicator of future success.
In January 2021, Kia