I've heard military folks comment on this. While they are fine with the company name quite a few have said they would not drive a vehicle with KIA emblems. The reason is different than you may think.
Killed in action (KIA) is a casualty classification generally used by militaries to describe the deaths of their own combatants at the hands of hostile forces. The United States Department of Defense, for example, says that those declared KIAneed not have fired their weapons but have been killed due to hostile attack.