I like the new logo. Kia does not conjure up any particular image in my mind except small inexpensive, I think Korean automobile.

The old logo was a nothing design.

My guess is they like the new design because it is more contemporary, forward thinking, (and all the other marketing language). And it says KIA as clearly or not clearly as the old logo. It just looks fresher.

The logo will go on Kia automobiles so it does not need to do more that it does. Does the Toyota or Lexus or Subaru (there's a logo that needs an update) really say what the car is?