On October 12, 2023, Kia held its annual “Kia EV Day” in South Korea, where it unveiled three new small and medium-sized electric models and reaffirmed its ambitious global strategy to lead and accelerate the “Electric Vehicle Revolution”.
EVs For All
During the event, Kia presented its vision of “EVs for all” and its strategy to significantly and rapidly expand its EV model lineup. With the launch of the EV6 and EV9, Kia has successfully established itself as an EV brand, and has further expanded its model lineup with the introduction of three all-new small and medium-sized EVs, giving more people more opportunities to choose and use electric vehicles.
At the event, Kia unveiled the EV5, a compact electric SUV for millennial families, and introduced two concept models. The Kia EV3 Concept aims to incorporate the benefits of the Kia EV9 into a compact SUV, while the Kia EV4 Concept reinterprets the electric sedan with a stunning design. In addition to unveiling the model lineup, the event also showcased Kia’s electrification strategy, which aims to provide customers with more convenient and reliable products and services, and is designed to address common customer concerns, including charging infrastructure.
“Kia is focused on providing solutions to issues that continue to cause customer hesitation when purchasing an electric vehicle. We will offer a full range of electric vehicles at all price points and enhance the utility of charging infrastructure to meet customer expectations.” Kia Global President and CEO Tiger Song said.
“As a sustainable mobility solutions provider, Kia’s transition to electric vehicles is a necessity, not a choice. By developing advanced EV technologies, adopting bold designs and offering intuitive services across our entire EV range, our ultimate goal is to deliver Kia’s unique value to as many people as possible. Thus begins the process of accelerating electrification.”
Kia also unveiled plans to enhance a variety of customer experiences, including streamlining different features into one user-friendly smartphone app, launching new services at physical locations, and providing users with in-vehicle artificial intelligence services.
“Kia aims to provide solutions for sustainable mobility and to meet the needs of its users by eliminating their perceived difficulties. We want to make the process as easy and enjoyable as possible for the user throughout the entire process, i.e. from digital to offline to in-vehicle interactions. This includes the different stages before, during and after the purchase.” Said Masanobu Ryu, Head of Brand and User Experience Headquarters.
“At the core of Kia’s philosophy is our commitment to provide more advanced sustainable mobility solutions to improve people’s lives. As such, we will continue to look for better ways to grow by adopting new digital platforms and technologies to meet the needs of our users.”
Driven by the products and strategies announced today, Kia aims to achieve annual electric vehicle sales of one million units by 2026, increasing to 1.6 million units by 2030.
Kia’s Electrification Strategy: Expanding the EV Lineup, Adding Charging Infrastructure, and Providing More Convenience for Customers Using Electric Vehicles
Kia has announced its plans to develop electric vehicles and expand its model lineup, with pricing ranging from $30,000 to $80,000, including the EV6 and EV9 on sale, as well as future products tailored to the popular B- and C-segment. Kia plans to accelerate EV penetration with the introduction of smaller EVs such as the EV5, EV4 and EV3, with pricing ranging from $35,000 to $50,000.
In emerging markets where EV penetration is low, Kia will initially focus on the EV6 and EV9, followed by the release of strategic models such as the EV5, EV4 and EV3. The move is aimed at enriching the product range to meet different customer preferences.
Kia is currently working to establish a reliable EV production and battery supply system and plans to increase its global EV production bases to eight by 2025. These production bases will be centered in South Korea and cover research, development, production and supply. In Europe, Kia will focus on the production of small and medium-sized electric vehicles, while in China, it will focus on the production of medium and large-sized electric vehicles. In addition, electric vehicles tailored for emerging markets will be produced in India. Kia also plans to launch a variety of EV models in North America in response to the Inflation Reduction Act (IRA).
At the same time, Kia is actively establishing battery joint ventures to ensure a stable global battery supply system that is synchronized with the global EV production network.
Kia’s Electric Vehicle Lineup: A Rapidly Expanding Range of Models to Meet Diverse Customer Needs
Each electric vehicle plays a strategically important role in accelerating Kia’s electrification transition. The popularization of electric vehicles is being promoted by making them more attractive to a growing customer base.
While each model is tailored to meet specific and diverse customer needs, they all share common elements such as the Kia brand’s advanced electric platform technology, the innovative Opposites United design philosophy and the brand’s sustainable Colors, Materials and Finishes (“CMF”) strategy. CMF) strategy. The latter involves practicing sustainability on a larger scale through practical actions such as the use of ten must-have sustainable materials in the construction of each model, including bioplastics, bio-paints and recycled PET or fishing net carpeting.
Kia EV5 SUV: Designed to Meet the Needs and Expectations of Millennial Families
The EV5 is the third dedicated all-electric vehicle in Kia’s EV lineup, based on Kia’s EV-specific platform, E-GMP, which ushers in a new era of electric mobility and unique SUV design. Adopting the brand’s unique “Opposites United” design philosophy, the Kia EV5 combines superior versatility and comfort with advanced technology, dynamics and safety to create a vehicle that is beautifully harmonized and balanced.
The EV5’s interior completely reinvents the vehicle’s interior space. Taking inspiration from the recently launched EV9, a large SUV, the model features a spacious interior that is closer to a family lounge than a traditional car cabin.
Electric Powertrain and Driving Experience
The EV5 will be developed on Kia’s EV platform, E-GMP, which provides a solid foundation for the vehicle’s performance and contributes to the EV5’s outstanding overall driving dynamics.
The EV5 will be produced in China and South Korea, and three versions will be available in China: Standard Range, Long Range and Long Range 4WD.
The standard range model is equipped with a 64kWh battery pack and 160kW electric motor, and has a standard CLTC range of 530 kilometers. The Long Range model comes with an 88kWh battery and the same 160kW motor, targeting a 700km class range. The long range 4WD version will be equipped with an 88kWh battery pack and a combined output of 230kW, with 160kW front-wheel motors and 70kW rear-wheel motors. the EV5 also supports fast charging, which can charge the battery from 30% to 80% in only 27 minutes.
In Korea, all models of the EV5, including the standard-range, long-range and long-range 4WD versions, are still in the development stage and may be adjusted. The standard range version will come with a 58kWh battery and 160kW front-mounted motor. The Long Range version will have an 81kWh battery and the same 160kW front-mounted motor. The Long Range 4WD version will have an additional 70kW rear-mounted motor, giving a combined power of 225Kw. The range of each model will be customized to meet market demand.
The EV5’s battery has been carefully designed to operate efficiently throughout the year, including in extremely hot and cold climates. The advanced heat pump system, one of the most popular features of the EV6, will also be used in the EV5 to manage the battery temperature and ensure that the battery remains stable in any external conditions.
The EV5 will feature the Intelligent Function Recovery System and the i-Pedal System, which allows the driver to decelerate and accelerate using a single pedal to minimize fatigue and improve driving comfort.
“The electric vehicle market is expanding from its early days of targeting niche consumers to catering to a broader mass consumer base. As a leader in the great electrification transition, we are rapidly expanding our electric vehicle lineup with a variety of small and mid-sized models, including the EV5, in addition to the EV6 and EV9. Our highly competitive and expanding EV lineup will accelerate the popularization of electric vehicles and provide consumers with more choices.” Spencer Cho, Head of Global Business Planning Headquarters, said.
“The Kia EV5 is not only a new addition to our rapidly expanding EV lineup, but also demonstrates how we will accelerate the EV revolution. For us, the EV5 perfectly represents our future EV strategy and our commitment to accelerate the global EV transition.”
Infotainment and Connectivity
The EV5’s spacious, lightweight and well-ventilated cabin is equipped with advanced infotainment and connectivity technologies that make every journey more efficient and convenient, while enabling passengers to safely access the digital world while traveling.
The EV5 is equipped with Kia’s latest generation ccNC in-car infotainment system and supports OTA upgrades throughout the vehicle.The EV5 features a panoramic ultra-wide display that combines a 12.3-inch instrument cluster, 12.3-inch center screen and a 5-inch standalone air conditioning control display. These features provide drivers with comprehensive information and content for a convenient and immersive driving experience.
Kia’s new unified graphical user interface (GUI) delivers improved on-screen displays for audiovisual, navigation and telematics (AVNT), while the control display unit (CDU) ensures consistency in the display of enhanced information. Easy-to-operate menus enhance the usability of EV-specific functions and keep drivers up-to-date with information on things like driving range and EV charging. An optional HUD Head-Up Display synchronizes the mapping of information onto the windshield.
Throughout the cabin, physical buttons have been minimized wherever possible. Below the central AVNT screen, four hidden buttons are used for functions such as start-stop, as well as AVNT, heating, ventilation and air conditioning (HVAC) control; in the past, these systems were controlled using 17 buttons.
In addition, a drying and anti-bacterial program reduces air conditioning odors and ensures a comfortable interior for all passengers.
Without a trip to the dealership, users can keep the EV5 up to date with upgraded digital features and services, and in addition to the standard features, the Kia Connected Store offers a wide range of options to enhance the vehicle’s performance and user experience.
Safety and Convenience Features
The EV5 is equipped with a total of seven airbags. In addition to utilizing state-of-the-art seatbelt technology, the EV5’s structure has been carefully engineered to achieve optimal impact strength. Of course, the EV5 is also equipped with Kia’s latest Advanced Driver Assistance System (ADAS) and a range of active safety systems.
The EV5 is equipped with the second generation of Highway Driver Assist (HDA2), which helps the driver to maintain distance, center the lane, change lanes and adjust lateral position.
At the touch of a Kia Smart Digital Key, users can activate the vehicle’s second-generation Remote Smart Parking Assist (RSPA 2) system. This technology allows the EV5 to park itself without the intervention of the driver, either inside or outside the vehicle. In addition, the Intelligent Pull-Out and Remote Forward and Reverse functions give drivers added peace of mind when maneuvering through tight parking spaces. These features provide drivers with a more relaxed and enjoyable driving and parking experience.
RSPA 2 uses ultrasonic sensors to detect obstacles and automatically steers the vehicle into a designated parking space by controlling the gas pedal, brake and gear shift. The system also automatically applies the brakes if an obstacle is detected in the driving path.The EV5 also features Rear Cross Traffic Collision Avoidance Assist (RCCA), which prevents collisions with oncoming vehicles when backing up.
In addition, the high-voltage battery can power external electronic devices through the external power supply (V2L) function.
Multiple Seating Configurations
The EV5 offers a variety of seating options, utilizing eco-friendly recycled PET fabric and bio-based PU leather for the seat finishes. This innovative design elevates the EV5’s spacious cabin into an extremely comfortable, highly functional and warmly cozy environment that meets the needs of millennial families and ensures that passengers have an enjoyable experience every time they ride in the car.
At the front of the vehicle, front romance seats (China only) and interior ambient lighting combine to provide a comfortable space for passengers.
The rear seats have a continuously adjustable backrest angle, designed to relieve back and spinal discomfort. The Zero-Gravity Pressure Relief Seats feature a massage function with four modes and three levels of intensity, allowing occupants to choose the most appropriate massage mode while the vehicle is recharging, and then return to the road in a refreshed state of mind. The Zero Gravity Pressure Relief Seats are equipped with six-point pneumatic massage, four-way lumbar support, three-stage heating and ventilation functions, and leg rests, providing passengers with an extraordinary comfort experience.The EV5’s safety seats are equipped with three airbags and a four-way adjustable headrest to maximize the protection of passengers’ safety.
Once at your destination, the rear 0° flat-folding seats, when fully flat, allow you to convert the rear of the vehicle into a bedroom and enjoy pre-purchased food stored in the center drawer hot/cold box, which features heated food and chilled beverages at temperatures ranging from 5 to 55 degrees Celsius and has a capacity of 4.0 liters. The warm and cold box can be used in a variety of applications, such as keeping breakfast warm during the commute, heating beverages such as tea and coffee, and storing chilled beverages and water during summer camping trips.
In addition, the designers have added a special device to the EV5 – the trunk multi-scenario expansion table, which can be quickly transformed into a table that allows passengers to enjoy their meals, whether al fresco or inside the car.
Kia Concept EV3: Technology, practicality and design of a flagship SUV in compact car form
The EV3 Concept represents Kia’s vision of a compact electric CUV that effortlessly blends practicality with sheer driving pleasure. The model offers users the technology, utility features and design of Kia’s flagship SUV, the EV9, in a compact, convenient build. To some extent, these characteristics may seem incompatible, but at the heart of Kia’s “Opposites United” design philosophy is the idea of blending seemingly opposing elements to provide creative and groundbreaking design solutions. In the case of the EV3 Concept, Kia’s designers drew a great deal of inspiration from one of the core elements of its design philosophy – “Joy for Reason”.
“Joy can be seen as the opposite of rationality. One is a positive emotional response and the other is based on logical reasoning. However, when combined, the two contrasting qualities merge into a design of great power and impact.” Karim Habib, Executive Vice President and Head of Kia’s Global Design Center, said.
“For the EV3 Concept, the impact of the ‘Rational Joy’ concept is evident through the two contrasting qualities of a solid body and a dynamic silhouette. In addition, the body volumes and visual effects are presented in an unexpected and at the same time interrelated way, creating a rational and sensual design.”
The windshield is pushed forward and the long roofline slopes downwards to create the distinctive silhouette of the cockpit. The solid structure of the square wheel arches features a counter-conventional design, cut at an impressive asymmetrical angle. This design contrasts with the windshield and C-pillar, giving the roof a suspended visual effect.
Inside, the EV3 Concept combines superb practical functionality with innovative cabin ambience and design. Like the exterior, the core element of Joy for Reason has a fundamental influence on the interior design, blending seemingly opposing values into a precise product design language that creates a cabin that delights, while providing passengers with plenty of space to better enjoy life once they arrive at their destination.
The EV3’s cabin also provides an environment that adapts to the passenger’s mood. Set against a backdrop of soft ambient lighting, the ultra-clean dashboard with its finely crafted lines creates a sense of expansive space and endless possibilities for every journey.
The advanced seating design is ergonomic and made of eco-friendly materials, paired with a mini table that can be adjusted in length, position and angle, in line with Kia’s brand philosophy of practicing sustainability at scale. Combined with the movement of the seat, the mini table supports four modes to enhance the user experience – Focus, Social, Refreshing and Storage. The rear seat of the folding bench is also adjustable and can be easily folded upwards for storing bulky items such as electric scooters and bicycles.
Kia Concept EV4: Redefining the Electric Sedan
The EV4 Concept fully embodies the “Power to Progress” core element of the “Opposites United” design philosophy. “Power to Progress focuses on the skills, expertise and creativity that Kia has developed in an era of design-led transformation. This element fuels the creation of innovative products that not only set new standards for individual vehicle design, but redefine entire industries, as is the case with the EV4 concept.
The EV4’s four-door design might suggest that it should be categorized as a sedan. However, the model’s powerful lines represent not just a sedan, but an entirely new type of electric sedan and a symbol of innovation.
The EV4 Concept is inspired by “Power to Progress” and represents a new value, approach, user experience and automotive category through its assertive geometric diagonal lines harmoniously blended with a technologically advanced body shape. The evocative streamlined low-slung front end, the long, dynamic rear profile and the technologically advanced roof spoiler, all of which are reminiscent of sports and racing cars, confirm the EV4’s status as a new electric sedan.
The hard-edged front fascia complements the edgy and technological profile of the EV4 Concept, which has a wide, imposing stance with headlights positioned vertically on the outermost edges of the hood and front bumper, symbolizing Kia’s determination to push the boundaries of the accelerating electric vehicle revolution.
The interior features a smooth, spacious horizontal layout that incorporates stylish design elements to enhance the driver’s experience while ensuring their line of sight.
With this in mind, Kia designers have improved the vehicle’s interior design, including the placement of an air conditioning control panel that stores neatly in the center console when not in use, and the use of contact style vents that allow for the flexibility to change the shape of the vents, as well as other improvements to the interior design.
The cocoon-like cabin allows the driver to interact with the vehicle in a new, unobtrusive way. The slim instrument panel is presented via dual digital screens to help the driver gain a precise sense of direction, clear away distractions and prepare for the journey ahead.
The EV4 Concept is equipped with a new “Think Mode” function that adjusts ambient lighting and dynamic ventilation modes. In ‘Perform’ mode, drivers get all the information they need to optimize their day’s work. In contrast, the “Tranquility” mode provides a series of digital graphics that create a more relaxing atmosphere for drivers to think and rejuvenate.
Increased charging infrastructure
To address the ongoing challenge of providing a reliable and functional charging infrastructure, Kia is aggressively expanding its global charging network. In North America, Kia announced its decision to adopt the North American Charging Standard (NACS) for its electric vehicles beginning in the fourth quarter of 2024. The move will give Kia customers access to approximately 12,000 Tesla Supercharger stations.
Additionally, as part of an alliance of six automakers, Kia plans to build 30,000 fast-charging stations in North America by 2030 to make charging more convenient. In Europe, Kia has partnered with four automakers to create IONITY, which has installed 2,800 fast-charging stations along major highways, with the goal of building 7,000 operational stations by 2025 to provide efficient charging options for Kia’s EV owners.
Kia’s New EV Experience: Taking the User Experience to New Heights
In order to accelerate the EV revolution and provide a diverse and comprehensive range of products and services for all customers, Kia will take into account all aspects of the customer journey so as to ensure that it is as convenient and easy as possible for customers to utilize EVs. This strategy includes optimizing every user touchpoint from the pre-purchase stage to the post-purchase experience.
The “Kia APP” is scheduled to be released in the first half of 2024 and is designed to provide users with a hassle-free experience from vehicle research, to test drives, to contract signing.
The Kia APP includes an artificial intelligence chatbot that will help users solve problems and provide quick answers. It will also offer discounts on premiums related to insurance products. A standout feature of the Kia APP is the “E-routing” feature, which suggests the best route based on the vehicle’s current battery status, combined with charging station information.The Kia APP home screen will also display location-based information, such as nearby restaurants, to improve the user experience. Users can conveniently manage charging ports and monitor charging status in real time from the home screen using the ‘Handle Layer’ function in the Kia APP.
Kia will also enhance offline customer experience to highlight the advantages of EV models through its ‘Digital City Showroom’ and ‘EV Unplugged Ground Experience Space’ in China, Korea, as well as ‘City Showrooms’ outside of Korea. Future plans call for the establishment of EV specialty stores in the U.S., Europe, China, and India.
With the help of virtual reality (VR) and mixed reality (MR) technologies, these offline facilities aim to provide an immersive experience that will motivate customers to engage more deeply with the products. Kia will also work to improve the user service capabilities of its global sales representatives in the EV segment and introduce product specialists dedicated to specific regions to provide personalized consultations and test drives based on the unique characteristics of each region.
Kia will use generative AI technology to revolutionize the in-vehicle experience, including partnering with top generative AI modeling providers to launch innovative services. Users will be able to access a variety of services such as schedule management, EV route optimization, travel planning, entertainment and emergency assistance by simply talking to a generative AI assistant.
The generative AI technology will make its debut in the EV3 model to be released in 2024, and will then be integrated into the EV4 and EV5 and continuously upgraded and optimized via OTA.
Future EV Days
Looking ahead, Kia will continue to unveil new EV models, concepts and innovative technologies at the annual EV Day, and use EV Day as a key platform to showcase the brand’s advanced EV strategy and vision for the future of mobility.
