[Exclusive] "Please Call Me Engineer" Kia Changes Production Job Titles

[Friday Story] Kia Production Workers to be Renamed 'Engineers' Starting Next Month
Efforts to Boost Employee Pride and Improve Brand Value

Kia's New Logo

[Asia Economy Reporter Changhwan Lee] "We are no longer production workers. Please call us engineers."

Hyundai Motor and Kia are pushing for a major overhaul of the job titles for production workers. The strategy is to change the production worker titles to engineers to boost employees' pride and enhance brand value. The status of production workers, who were once disparagingly called "gongdori" and "gongsun" and received low treatment, is expected to rise significantly.

According to the automotive industry on the 5th, Kia has decided to change the production worker titles to engineers starting next month. From now on, the general employee title will be engineer, and "gisa" and "gisabo" will be called senior engineers.

"Gijangbo" will be chief engineer, and "giseong," "giseongbo," and "gijang" will become principal engineers. This is the first time since its founding in 1944 that Kia has officially changed the production worker titles.

Hyundai Motor, the parent company, is also recently discussing changing production worker titles with labor and management. It is reported that Hyundai is likely to change the production worker titles following Kia.

The change in production worker titles by Hyundai Motor and Kia is part of their recent brand relaunch strategy. Kia's movement is particularly swift, aiming to transform from a simple automobile manufacturer into a future mobility solutions company.

Last month, the company changed its name from Kia Motors to Kia for this reason. This name change is also the first in 31 years since changing from Kia Industries to Kia Motors in 1990.

Last month, Kia also unveiled its new brand slogan, "Movement that inspires." The slogan emphasizes that "movement" is the origin of human evolution. The brand logo was also replaced with a new one symbolizing balance, rhythm, and an upward concept.

Kia President Ho-sung Song said last month, "From this moment, when we introduced a new brand direction and strategy for the future, Kia's transformation to provide sustainable mobility solutions to customers and various social communities has begun."