Kia Motors has been named 37th in Interbrand’s list of the 50 Best Global Green Brands 2013, a debut for the Korean car manufacturer in the annual ranking of sustainability and environmental performance of the world’s 100 most valuable brands. Interbrand assesses businesses based on market perception and the actual environmental performance of the company and its products and services.
This latest recognition by Interbrand follows hot on the heels of Kia’s recent introduction to the 100 Best Global Brands 2012 rankings, in which Kia placed 87th.
According to the 50 Best Global Green Brands 2013 study, Kia has placed eco-management at the forefront of its brand management strategy alongside its emphasis on quality and design management since 2006. Under this initiative, Kia has made huge strides in improving the performance of its vehicles, with a strong focus on enhancing fuel efficiency and a long-term aim for zero-emission vehicles. As a result of its efforts, Kia continues to be perceived as a leader in the environmental sustainability sector.
“In our view, the best green brands are those that are not only vital, relevant, powerful and pioneering, but also profitable, ethical and ecologically responsible. We applaud Kia Motors’ efforts aimed at sustainability in all facets of its global operations that have enabled the company to be named as one of our Best Global Green Brands 2013,” said Jez Frampton, Global CEO of Interbrand.
Kia’s commitment to increasingly efficient mobility is realized partly through the introduction of the latest green technologies to its growing range of products under the EcoDynamics umbrella to ensure the company remains ahead of global emissions regulations and continuously improves average fuel consumption of its entire product line-up. This includes the development of hybrid powertrains for the brand’s Forte model in Korea and Optima model in global markets, plug-in electric vehicles, full-electric vehicles and even hydrogen fuel-cell electric vehicles.
Kia has also realized an increase in the environmental performance of its supply chain, production centers and logistics operations. The brand has been recognized for minimizing harmful emissions from its operations and reducing the use of water resources during the manufacturing process, as well as recycling more than 90 percent of the waste generated during production at domestic plants.
Meanwhile, the brand brings its corporate social responsibility (CSR) activities together under the slogan, ‘A Better Way to Go,’ which has seen the introduction of the Green Light Project – a global initiative to build schools and provide school buses to children without access to education. The Green Light Project also runs disease prevention programs and mobile clinics. In 2012, Kia realized a 15 percent year-on-year increase in CSR investment.