Kia displayed nine upcoming EVs in silhouette during its digital global rebranding announcement event. Kia

Presaged by the reveal of its new logo earlier in the week, Kia detailed its sweeping rebranding effort to take the company into the future.

In addition to officially dropping “motors” from its name to better represent the brand’s foray into EVs, mobility and lifestyle branding, Kia revealed its new “movement to inspire” tagline. The catchphrase better defines the Korean automaker’s new purpose and is an encompassing “brand ethos,” according to Kia executives.

Kia displayed nine new EV models in silhouette representing consumer and industrial models, seven of which will arrive by 2027. The first new EV is promised to arrive in the first quarter of this year. The EV lineup will be named EV1 through EV9, though the alpha-numerology criteria relating to release date, size or capabilities were not specified.

We expect the first new Kia EV based on the E-GMP to be a sporty crossover. Kia

The first of these cars will be built on the E-GMP (Electric-Global Modular Platform) platform pioneered by Hyundai, which owns a large piece of Kia and has a known history of sharing resources. The E-GMP platform is currently slated to debut in the upcoming 2022 Hyundai Ioniq 5 but is designed to be shared with Kia and Genesis.

Regarding Kia’s affiliation with Hyundai, Artur Martins, Head of Global Brand and Customer Experience, noted that Kia’s smaller footprint provided it the agility to move quickly and explore niche segments with a degree of independence.

Kia executives also confirmed the Sedona minivan will now be sold in North America under the Carnival name as in other markets. Set to hit showrooms soon, it will likely be the first model in the U.S. to wear the new Kia logo.

Ho Sung Song, President and CEO of Kia Corporation, outlined how the rebranding gives Kia an opportunity to rethink all aspects of the brand’s ethos. Kia