KIA REBORN IN THAILAND
Korean marque constantly reinvents and repositions its identity to align with evolving goals and values to better Asia Pacific presence
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 longterm business strategy “Plan S.”
In 2020, Kia unveiled the Plan S strategy as a mid to long term strategy aimed at progressively establishing a leadership position in the future automotive industry, encompassing electrification and mobility services, as well as connectivity and autonomy.
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 its presence in Asia Pacific and offering innovative mobility solutions to Thai customers. It is a pivotal step in the brand’s global growth strategy.
The company is now the main driving force of the brand in the region as it begins its operations this year. Its president, Jun Oh Lee, was elated about the venture, saying that it’s an auspicious beginning for the Kia brand as it officially enters the Thai market.
“Our global Kia Plan S is based upon three pillars of Planet, People, and Profit, in order to foster trust and engagement among our people and the community,” he said.
For him, it positions Kia as a ‘Sustainable Mobility Solutions Provider,’ which is its corporate philosophy for establishing a leadership position in the automotive industry.
The launching of Kia Sales in Thailand aims to accelerate the brand’s transformation and develop its long-term business performance through the “Plan S-5” strategy in pursuit of its 2024- 2028 objectives.
The strategic directive consists of four pillars: 1) Achieving a five-percent market share in the passenger car market; 2) securing a 50 percent all-electric sales ratio; 3) ranking in the top five for brand awareness; and 4) expanding the country’s dealer network by five times. Also, the company aims to be digital-savvy to address the concerns of its customers more effectively.
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 ongoing Bangkok International Motor Show, the annual industry gathering became the 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.
Jean-David Christian Harel, vice president of product and marketing at Kia Sales (Thailand) Company Limited, divulged, “The Kia EV5 is our second dedicated all-electric in the lineup. The vehicle is based on the brand’s dedicated EV platform, which serves as a solid foundation for the vehicle’s performance and contributes to its exceptional overall driving performance.”
For him, the vehicle, with its silhouette shaped by the brand’s unique design philosophy, ‘Opposites United,’ ushers in a new era of electric mobility and distinctive SUV design. It combines outstanding versatility and comfort with advanced technology, dynamic performance, and pioneering safety to deliver a harmoniously balanced vehicle.
“The interior has been completely reimagined, drawing inspiration from the recently launched larger Kia
EV9, with an extensive interior space that is more akin to a home lounge in concept and execution than a traditional car cabin,” he continued.
The Kia EV5 sports a 64.2kWh battery pack with a front-wheel drive 160kW motor, featuring a driving range of 490 km per charge. It can sprint from 0 to 100 kph in 8.5 seconds with a power output of 216 hp and 310 N-m of torque. It dons 18-inch alloy wheels and an array of standard safety features.
Longer range variants of the Kia EV5 carry 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-motor and a peak torque of 480 N-m, allowing the vehicle to dash from a standstill to 100kph in just 6.1 seconds.
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 Car of the Year 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 both long and nearby journeys.
A combined output of 282.6 kW of power with up 700 Nm of torque from its front and rear motors ensure a refined performance worthy of top-billing.
The Kia EV9 GT-Line allwheel drive accelerates from 0 to 100 km/h in only 5.3 seconds, providing an exhilarating experience whether one is behind the wheel or seated comfortably in any of its three rows.
With six seats in total to provide the ultimate in comfort, every passenger can relax and enjoy the smooth, driving prowess of the Kia EV9. A 12.3inch infotainment screened paired with up 14 speakers when equipped with the Meridian premium sound system, delivers a soothing on-road experience that is uniquely Kia.
And with a host of Advanced Driver Assistance Systems which include Smart Cruise Control with Stop and Go, Blind Spot Collission Avoidance Assist, Blind-Spot View Monitor, Rear Cross Traffic Collission Avoidance, Lane Following Assist, Lane Keeping Assist, Forward Collission 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 for a unique mobility experience.