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Kinetic to adopt new brand logo; to roll out Italian-designed scooters

05-May-2005
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Kinetic to adopt new brand logo; to roll out Italian-designed scooters

Leading two wheeler manufacturers Kinetic will be sporting a new brand logo by June. "The company has also planned to launch the Italian-designed scooters between June and July," said Ajinkya Firodia, General Manager, Marketing, Kinetic.

The new logo, which replaces the erstwhile symbol of red and blue letters spelling out the word Kinetic, will now have a metallic grey and silver unit that appears to be chiseled out to indicate high precision engineering and finesse. The new logo will appear on all Kinetic two wheelers, dealership insignia, advertising and other brand related initiatives.

On the reason for this makeover, Firodia said, "We felt that there was a need to change our logo to convey to the market at large that there has been a transformation at the company. Our old logo has served us well for many years but the new identity comes at a time when we are preparing to launch a series of very Italian designed scooters in India as well as abroad."

The company claims that the new identity is an attempt to capture the company's brand essence, which has been identified as "aspirational." Interestingly, with the new logo, the corporate identity is also going to change.

Firodia said, "There will be a new retail identity to our dealerships. The existing showrooms will also have a new look." The company also plans to come up with a new promotional campaign for the brand makeover.

The new launches to come from Kinetic are a range of Italian designed scooters. "Last year we announced that we had acquired all the rights (domestic and international) to seven scooters belonging to an Italian company. These vehicles will introduce completely new formats of scooters. They range in design from classic to retro to sport scooters to maxi scooters. We will be launching them in India as well as aggressively exporting them around the world," said Firodia.

Essentially the marketing focus will be on the urban areas rather than hinterlands. Firodia said, "Gearless scooters have always been an urban product by their basic design. They offer comfort and convenience in congested traffic conditions and are great for their all-family appeal. Conversely they've never been so great in rural areas where the roads may not be in good condition."

The seven new scooters, which are to be launched, will also be essentially urban products and the focus will be not just restricted to metros but also the mini-metros, said Firodia.

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