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Kia’s rebranding has left many questioning who the ‘KN’ is

Once I see the comparatively new Kia brand, which is simply the model title however in an especially angular, cropped font with what seems to be a linked “I” and a centerless “A”, the very first thing that involves thoughts is “wow, that is sensible superior electrical automobile however it feels ridiculously misplaced on this small automobile.” However apparently there are lots of, many individuals whose response is extra alongside the traces of “wait… what does that say?”

Each month there are about 30,000 internet searches for “KN automobile”, in accordance with data published by Ashwinn Krishnaswamy, owner of an advertising agency on Twitter. The surge in searches – which seems to be from individuals looking for out in the event that they’ve missed an all-new automobile firm launch – started early final 12 months, across the time autos with the brand new badge have been hitting the streets, in accordance with Pushed. This information additionally exhibits that different well-liked searches, with hundreds of hits monthly, embody “kn automobile model,” “kn automobile model” and “kn carnival automobile” (“Carnival” is Kia’s title for the minivan I referred to earlier). I even have some historic expertise to again up the info: once I introduced this story to Slack, 4 Verge workers famous that additionally they questioned who “KN” was.

It is onerous in charge individuals for being confused by the brand new brand; Kia might not be a small model, however it’s additionally most likely not an organization most individuals would consider when making an attempt to make a revenue on what automobile they’re taking a look at. And the ultra-modern, unified font of the brand new brand most likely does not assist issues, particularly when it adorns – with out scandal – a sedan, SUV or crossover with a really swampy normal design. A Sorento or Telluride passing you by on the freeway appears to be like fully unremarkable till you see the Kia brand and say, “Wait, what does it say?”

The Kia mess is not a brand new phenomenon — Artistic Bloq wrote about individuals getting confused by the brand new brand nearly a 12 months and a half in the past. (It is also value noting that some automobile manufacturers have all the time been complicated — Ford screams the corporate title at you, however how do you Google the Mercedes, Mazda or Subaru brand?) Nevertheless, whereas the tweets confuse it with the Nine Inch Nails logo are definitely humorous, the statistics take the comedy to an entire new stage by giving us info on how many individuals are getting it blended up.

Kia didn’t instantly reply The Vergerequest for touch upon the confusion.

The excellent news for individuals who are confused is that Google can level them in the correct course; the highest end result for “KN automobile” is Kia’s web site – or no less than it was earlier than it was obscured by Google’s “useful” information, “Individuals additionally ask,” and picture end result containers (though they might disappear at any time, search outcomes are very floating nowadays).

When Pushed tried looking out “KN automobile” on different serps, DuckDuckGo and Bing, no success. Once I tried it, the 2 serps nonetheless do not present up very properly on Kia’s web site; the previous solely has one hyperlink to the automaker’s web site on its first outcomes web page (oddly sufficient, it is particularly pointing individuals to the location for the Niro), and the latter has none (lol, Bing). Nevertheless, they do floor all of the articles which have been written in regards to the confusion, which ought to put individuals heading in the right direction.

In my view, the true sufferer in all of that is Ok&N Auto Elements, a model that some will acknowledge in the event that they’ve spent any time within the air/oil filter part of an auto elements retailer. In the meanwhile, her web site ranks decently excessive in “KN automobile” search outcomes, however one small overcorrection from Google might bury it. It is time to shine, Wix Filters (a model that undoubtedly hasn’t needed to take care of any website positioning problems with its personal).

PS: So as to add some context, sure, 30,000 searches for “KN automobile” is loads, however in accordance with Google Developments, it is hardly noticeable in comparison with the variety of individuals trying to find “Kia”.

Screenshot of a graph comparing search results for

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