South Korean marque reinvents and repositions its identity to align with the evolving goals and values of the Asia Pacific region.
Established in 1944, Kia is likely the oldest carmaker in Korea. Initially producing steel bicycle parts, motorcycles, and trucks, the Korean carmaker now manufactures nearly 1.5 million vehicles across 13 manufacturing plants and about 190 markets worldwide.
But that doesn’t mean it has to take its foot off the pedal when improving itself as a brand.
In the dynamic and cutthroat business of car making and selling, companies must constantly compete to stay relevant and consistently evolve to thrive or, for some, to survive.
Since its accession as a global car manufacturer, Kia has been on the same page as other top-tier car brands with its vision of producing vehicles for sustainable mobility for people, communities, and societies worldwide.
That is why Kia has been relentlessly reshaping itself to progressively push its leadership position and manufacture vehicles while creating sustainable mobility solutions to better the lives of its customers. The company calls this long-term business strategy “Plan S.”
In 2020, Kia unveiled the Plan S strategy, a mid-to-long-term strategy aimed at progressively establishing a leadership position in the future automotive industry. The approach encompasses electrification, mobility services, connectivity, and autonomy.
Kia Corporation’s full-scale transformation started in 2021 with the brand’s relaunch and introducing a new logo and slogan — ‘Movement that Inspires.’ For Kia, movement enables people to see new places, meet new people, and have new experiences. This connection is the essence of Kia’s new brand. It aims to enable human progress by providing innovative in-car spaces, exciting new products, and meaningful, convenient services that inspire customers and free up time for the activities they enjoy the most.
Moreover, removing the word “Motors” from “Kia Motors Corporation” symbolizes the company’s thrust to go beyond vehicle manufacturing as it creates sustainable mobility solutions to improve its customers’ daily lives.
The Siam Connection
At the start of this year, Kia Sales (Thailand) Company Limited debuted in the Land of Smiles. As the Asia Pacific region’s key automotive manufacturing hub, this move represents the brand’s commitment to expanding and solidifying its presence and offering innovative mobility solutions to Thai customers. It is a pivotal step in the brand’s global growth strategy.
Kia aims to replicate this framework in the region and become a global brand that serves its customers with quality products, services, and lasting experiences.
Leading the Way in Electrified Technology and Innovation
To further reinforce its renewed presence in the region, Kia officially introduced the Kia EV5 electric mid-size crossover. With the EV5’s full lineup on display at the 2024 Bangkok International Motor Show, the annual industry gathering became the electric vehicle’s Asia Pacific debut.
The Kia EV5 is the brand’s first-ever all-electric versatile mid-size SUV in Thailand, further solidifying its commitment to pushing electrification in the said market. The vehicle is said to cater to young couples and families, ushering in a new era of electric mobility. It is offered in Thailand in four variants with a starting price of 1,249,000 baht or about P1,923,000.
As a fully electric compact crossover, the Kia EV5 sets the trend in terms of versatility and comfort. Its distinctive SUV design, honed by Kia’s very own ‘Opposites United’ design philosophy, brings together the attributes that make SUVs popular among car buyers – outstanding versatility and comfort, advanced electrified technology, dynamic performance, and pioneering safety, all in a harmoniously balanced vehicle.
The Kia EV5 sports a 64.2kWh battery pack and a 160kW front-wheel drive motor, offering a driving range of 490 km per charge. It can sprint from 0 to 100 kph in 8.5 seconds and has a power output of 216 hp and 310 N-m of torque. It also has 18-inch alloy wheels and an array of standard safety features, which include an ABS+EBD brake system with Multi-Collision Brake (MCB), Electronic Stability Control (ESC), Parking Distance Warning, Lane Following Assist (LFA), Lane Keeping Assist (LKA), Forward Collision Avoidance Assist (FCAA) with Junction Assist, and Smart Cruise Control (SCC) with Stop & Go as standard across the range.
All-wheel-drive variants of the Kia EV5 add to this list of Advanced Driver Assist Systems Rear Cross-Traffic Collision-Avoidance Assist (RCCA), Blind-Spot Collision Avoidance Assist (BCAA), Blind-Spot View Monitor (BVM), Smart Cruise Control (SCC) with Stop and go, Lane Keeping Assist (LKA), and Lane Following Assist (LFA), which helps drivers maintain distance, stay centered in the lane, and change lanes, as well as Safe Exit Assist.
Longer-range variants of the Kia EV5 are equipped with an 88.1kWh battery with up to 665 kilometers of range per charge. Specifically, the top-tier AWD model produces a combined powertrain output of 307hp or 230kW from dual motors and a peak torque of 480 N-m, allowing the vehicle to dash from a standstill to 100kph in just 6.1 seconds.
The Kia EV5 also takes sustainability to heart with eco-friendly recycled PET fabric and Bio-PU leather seat coverings. A driver relaxation seat with a four-mode massage function, with a three-step heater and ventilation function and an adjustable leg rest heighten driving comfort in the Kia EV5.
Practicality and versatility take centerstage with Kia’s newest electric crossover, which is equipped with Center Console Cooling, a Multi-Table Luggage Board that can be instantly transformed into a dining table, and 12.3-inch infotainment and connectivity technology that enhances efficiency and convenience.
The EV Gold Standard
Kia’s BIMS pavilion likewise showcased the brand’s flagship electric vehicle, the Kia EV9. Fresh from being recognized as the World Car of the Year and World Electric Vehicle for 2024 by the World Car Awards, the Kia EV9 represents the pinnacle of electrified engineering and innovation for the brand.
Measuring 5 meters long and 1.98 meters wide, the Kia EV9 is as imposing as it is grand. Its 3.1-meter wheelbase affords its occupants a cavernous space for long and nearby journeys.
A combined output of 282.6 kW of power and up to 700 Nm of torque from its front and rear motors ensure a refined performance worthy of top billing.
The Kia EV9 GT-Line all-wheel drive accelerates from 0 to 100 km/h in only 5.3 seconds. It provides an exhilarating experience, whether behind the wheel or seated comfortably in any of its three rows.
With six seats to provide the ultimate comfort, every passenger can relax and enjoy the Kia EV9’s smooth driving prowess. A 12.3-inch infotainment screen paired with up to 14 speakers, when equipped with the Meridian premium sound system, delivers a soothing on-road experience uniquely Kia.
And with a host of Advanced Driver Assistance Systems, which include Smart Cruise Control with Stop and Go, Blind Spot Collision Avoidance Assist, Blind-Spot View Monitor, Rear Cross Traffic Collision Avoidance, Lane Following Assist, Lane Keeping Assist, Forward Collision Avoidance, and Safe Exit Assist, the Kia EV9 leads the portfolio technology and safety, further cascading these to more models in its varied lineup.
With a fresh brand perspective, industry-leading technologies, and an inspiring spirit of innovation at the helm of the brand’s push in the Asia Pacific region, Kia is set to create a new following among car buyers who aspire to a unique mobility experience.
Working hand-in-hand with Kia Philippines, Kia Corporation seeks to raise the standards of mobility in the country. It aims to deliver an innovative and customer-centric business model in the Philippines that cultivates an aspirational sense of passion for the brand while serving as an inspiration for future generations to be able to live their lives to the fullest.
With new Kia models to be launched soon, the Philippine market will surely benefit from the new mindset that Kia Corporation is championing.
Visit KIA Philippines https://www.kia.com/ph website and facebook page https://www.facebook.com/kiaphilippines/ for more information.
