Hyundai-Kia Automotive Group has announced a new global brand management strategy, in which Hyundai and Kia will pursue differentiated brand images as a means of boosting the group’s overall market share and increasing the value of the two brands.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more


Hyundai and Kia will be promoted under separate brand slogans. The Hyundai slogan, “Drive your way”, is intended to communicate the company’s ‘refined and confident’ brand attributes, while the slogan “The Power to Surprise” is aimed at embodying the ‘exciting and enabling’ values of the Kia brand, the company said in a statement.


Hyundai-Kia Automotive group chairman, Mong-koo Chung, said, “These new brand identities have been established to ensure complete differentiation between Hyundai and Kia, as well as from our global competitors.


“Our new brand strategy is designed to ensure that we reach industry leading levels, not only in terms of size, but also in terms of customer perception and overall brand value.”

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Auto Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Auto Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now