Buyers look beyond sticker price in car purchases
South African car buyers are increasingly considering the full cost of ownership rather than focusing solely on the showroom price or monthly instalment.
- Dealer News
- 12 September 2026
Kia has launched a brand-new logo, slogan and brand identity.
The Korean powerhouse announced the new logo on 6 January, with promises of more information due on Friday 15 January.
The logo was revealed in the company’s home city of Seoul, South Korea, with 303 pyro drones. The drones formed to spell the new logo and, in the process, set a new Guinness World Record for the largest number of unmanned aerial vehicles (UAVs) to launch fireworks simultaneously.
Kia South Africa confirmed that it will release more details on its new look and brand philosophy on Friday, while it will also communicate any changes to its dealers via a video conference as soon as possible.
According to the company’s global head office, the new logo represents Kia’s ambition to establish a “leadership position in the future mobility industry by revamping nearly all facets of its business”.
While several companies, including BMW, MINI and Volkswagen, have recently revamped their corporate logos, Kia has grabbed the world’s attention by completely reinventing its logo. It says that the new logo was created to resemble handwriting, with elements of symmetry, a rhythm and a rising slant.
The new logo, and a change from KIA to Kia, is accompanied by a brand slogan: “Movement that inspires”. These elements will soon start appearing in the company’s marketing communications, while the use on its vehicles, and the subsequent use on dealership showrooms, will only follow much later.
Kia South Africa confirmed that it will release more details on its new look and brand philosophy on Friday, while it will also communicate any changes to its dealers via a video conference as soon as possible.
South African car buyers are increasingly considering the full cost of ownership rather than focusing solely on the showroom price or monthly instalment.
A striking collection of Alfa Romeo vehicles, spanning immaculate classics to the latest performance models, will gather at Modderfontein Bird & Sculpture Park on Sunday 20 September for the 2026 Concorso d’Eleganza.
Kia South Africa has launched an upgraded Sonet range, with more safety, technology, and comfort across the line-up, backed by a five-year warranty with no kilometre limit.
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You can't buy happiness but you can buy cars and that's kind of the same thing.
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A striking collection of Alfa Romeo vehicles, spanning immaculate classics to the latest performance models, will gather at Modderfontein Bird & Sculpture Park on Sunday 20 September for the 2026 Concorso d’Eleganza.
Suzuki Auto South Africa has moved into its new head office and distribution centre at Longlake Logistics Park in Gauteng, marking another important milestone in the continued growth of the business in South Africa, the manufacturer claims.
South Africa’s automotive market is undergoing a notable transformation, with growing sales and rising interest in newer brands. Among them, Foton has achieved a significant milestone, surpassing 7 000 vehicles sold locally within just two years of re‑entering the market.