Kia joined hands with renowned director Gu Xiaogang (also known as Gu You) to launch its brand – building film, “Follow Your Heart”, which has since been drawing widespread attention. This film marks a significant step in Kia’s rebranding efforts, particularly in its transition from a traditional car manufacturer to a mobility service provider.
Rather than merely showcasing product features, “Follow Your Heart” is based on real – life stories, offering a deep – dive into the brand’s new philosophy. One story follows a father who, with his old Kia vehicle, silently supports his daughter’s life choices. Another features a rural teacher who abandons urban opportunities to stay in the countryside and uses a Kia car to take children on a journey of dreams. These tales, full of love and determination, mirror the brand’s core value of “Follow Your Heart” and its aspiration to be a life – long companion to its users.
The film’s release comes at a time when the automotive market is rapidly evolving, and consumer demands are becoming more emotional. By presenting these relatable stories, Kia aims to create a strong emotional connection with its audience, thus enhancing its brand image.
In the film, the old Kia vehicle symbolizes reliability and long – term companionship, while the new Kia EV5 represents the brand’s innovation and progress, demonstrating that a car can be not only a means of transportation but also an emotional bond and an extension of daily life.
This strategic move is expected to not only help Kia better resonate with Chinese consumers but also solidify its position in the highly competitive automotive market. With “Follow Your Heart”, Kia hopes to show that it understands the needs of its customers, and is committed to providing not just cars, but also a lifestyle and a sense of emotional support.
As the film continues to gain traction, it will likely play a crucial role in reshaping how consumers perceive the Kia brand.
