(Paris) Kia wants to refresh its image to better address the shift in the automotive industry towards electric motors and mobility solutions, the South Korean manufacturer announced on Friday. “We have a reputation for good value for money, now we want our brand to become important and valued […] in a more emotional relationship with consumers, ”said Artur Martins, Kia’s brand and customer experience manager, during a press conference from Seoul. Hyundai’s sister brand plans to launch seven new 100% electric models by 2027: the first model is expected in the first quarter of 2021. This crossover (between compact and SUV) which promises a range of 500 km will inaugurate on its grille the new Kia logo, a signature which symbolizes “stability and confidence in the future”, according to designer Karim Habib, a former BMW who became the South Korean style boss. The manufacturer expects to sell 500,000 electric vehicles in 2026, or 6.6% of the global market, and 800,000 in 2030, said Kia chairman Ho-Sung Song. All will be based on the new electric platform (E-GMP) of the Hyundai group. The manufacturer also promises a new “customer experience”, from order to delivery. Kia, which is successful in Europe with its Sportage SUV and its Niro mini-SUV, especially in its electric version, is also present around the world with its small Picanto and Cee’D and its large Sorento SUV. The manufacturer sold 2.61 million vehicles worldwide in 2020 and is targeting 2.92 million in 2021. Like many manufacturers who want to go beyond their role as car assembler, Kia has diversified into services mobility. The group invested in 2018 in Grab, a mobility giant in Southeast Asia, and in 2019 in its Indian equivalent, Ola. The brand has launched a new rental service in Italy and Russia, Kia Mobility, which could soon arrive in France. Kia is also developing a series of new utility vehicles, with a small autonomous vehicle, two pickup trucks and a large van. For this, the group has entered into partnerships with the American startup Canoo and the British Arrival.