▲Kia PV5 (Image source: Hyundai Motor Group)


Kia Unveils Specific Innovation Strategy Including PBV Phased Roadmap at CES 2024
Kia President Song Ho-sung: “We will enter an era where PBV becomes the standard for mobility”

Kia has announced its future core businesses that will lead innovation in transportation, including a lineup of five PBV concept models and technologies such as ‘Easy Swap’ and ‘Dynamic Hybrid’.

At CES 2024, which it participated in for the first time in five years, Kia held a media day with the theme of ‘All Set for Every Inspiration,’ and unveiled various exhibits to show Kia’s sustainable PBV strategy under the theme of ‘Place of Inspiration.’

At the Kia booth, the company unveiled a total of five PBV concept model lineups, including three PV5 concept models, including the PV5 Basic, PV5 Delivery High Roof, and PV5 Chassis Cab, as well as one PV1 concept model and one PV7 concept model, for the first time at CES 2024, and introduced future core businesses that will lead innovation in transportation, such as ‘Easy Swap’ and ‘Dynamic Hybrid.’

Kia's PBV strategy revealed on this day is: △ Launching an innovative PBV lineup that breaks away from the concept of traditional automobiles △ State-of-the-art software-based Technology application △ Creating a new mobility ecosystem through partnership diversification, and through this, Kia has expressed its will to be reborn as a brand leading the PBV market.

Kia has unveiled its ‘Future Strategy for Sustainable PBV Mobility Solutions’, which focuses on the value customers will receive through its confidence and preparedness for the PBV business.

▲Kia President Song Ho-sung is giving a presentation at the CES 2024 Media Day (Photo source: Hyundai Motor Group)

Song Ho-sung, President and CEO of Kia Motors, said, “Since the ‘brand relaunch’ in 2021, Kia has been on a diverse journey, including establishing a groundbreaking electric vehicle lineup, presenting a customer-centered future of mobility, and developing global sustainability initiatives such as our partnership with the global non-profit organization ‘The Ocean Cleanup.’ Now, we will set PBV as a core strategy for a new leap forward and prepare for a full-scale transition to a sustainable mobility platform.”

■ PBV redefined by Kia… ‘Platform Beyond Vehicle, a platform beyond a vehicle’

The PBV pursued by Kia is Kia's future vision of a 'Sustainable Mobility Solutions Provider'.We provide an experience that goes beyond customer satisfaction based on our ability to provide mobility solutions that are possible.

Through PBV, Kia aims to present a new future direction in a situation where rapid digital transformation is taking place, including smart mobility, the sharing economy, and e-commerce.

To this end, Kia redefined the concept of PBV as ‘Platform Beyond Vehicle’ at CES 2024.

The key is to provide new businesses and lifestyles through customized designs with freedom and flexibility, as well as efficient in-vehicle experiences through innovative use of space.

Kia has announced plans to go beyond the concept of traditional automobiles by meeting the needs of diverse customers and communities with vehicles and services optimized for global markets and business environments through its newly defined PBV business.

▲Kia PBV lineup (Image source: Hyundai Motor Group)

Based on this vision, Kia has unveiled a step-by-step PBV roadmap that includes: △building a PBV lineup from midsize → large → small △complete customization (bespoke) production, etc.

Kia will launch its first mid-size PBV, the PV5, in 2025 and launch its PBV business in earnest.

You can replace various life modules depending on the purpose of use, such as vehicle calling, delivery, and utility. It is planned to be equipped with conversion functions and strengthen the connectivity between SDV and external data such as routes and information, enabling the simultaneous operation of multiple vehicles.

It will then expand its reach to large logistics companies, mobility companies, and individual users by adding large and small PBV lineups.

At this stage, digital control and autonomous driving technologies will be fully applied to Kia PBVs, and the scope of data connection will be expanded with AI-based vehicle control and management support.

We are also pursuing new forms of business linked to future technologies such as robotics.

Afterwards, the PBV will be developed into a ‘bespoke mobility solution’ that is completely customized according to an individual’s taste and purpose.

▲Kia PV5 (Image source: Hyundai Motor Group)

By pursuing this step-by-step roadmap, Kia PBV aims to achieve Kia's vision of 'Platform Beyond Vehicle' by creating a PBV ecosystem that is linked to future technologies such as autonomous driving, future air mobility (AAM, Advanced Air Mobility), robotics, and energy grids, and Hyundai Motor Group's SDV strategy.

“PBV will soon revolutionize the world of mobility, and many people will enter an era where PBV becomes the standard for mobility,” said CEO Song Ho-sung. “Kia is committed to providing a safe and convenient environment for people who work and travel.” “I am ready to embrace and implement all the inspiration that exists to change the way I live, and even the way I do things,” he said.

■ Kia diversifies its lineup, including the PV5 based on the PBV lineup

The Kia PBV lineup features a simple yet intuitive design with a solid and robust character.

In addition, the form of attaching modules (upper bodies) that reflect various demands on top of the skateboard-based PBV-only EV platform was adopted to maximize usability, and all functions were made easy and intuitive to use.

The PV5, Kia’s first dedicated PBV model and the foundation of the PBV lineup, features a spacious and flat interior created by a dedicated EV platform and extended wheelbase.

▲Kia PV5 (Image source: Hyundai Motor Group)

The driver's cockpit provides a desk-like flat surface and the steering wheel can be folded upward to use as a desk lamp, providing the driver with an office-like experience.

PV5 will be released in various versions, including Basic, Delivery (Van), Delivery High Roof, and Chassis Cab.

In the future, we will also introduce a robotaxi model developed in collaboration with Motional.

Robo-taxi is a self-driving technology Kia expects that this will bring about innovation in ride-hailing services.

In addition to the PV5 concept model, Kia also unveiled the PV7 and PV1 concepts at CES 2024.

The PV7, a large PBV, offers the most space in the lineup and has a long driving range, making it suitable for a variety of applications.

The compact PBV, PV1, is a model optimized for short-distance logistics transport and can minimize the turning radius in narrow spaces by using a driving module.

It is capable of free movement such as right-angle driving, diagonal driving, turning in place, and pivot turning (freely rotating the vehicle to the desired position), allowing it to move quickly even in narrow spaces where driving is not possible.

Kia expects that through the synergy of PV7, which is specialized in long-distance logistics, and PV1, which is capable of agile movement, it will be able to provide an optimal transportation solution covering everything from the beginning of logistics to last mile delivery.

“The PBV experience that Kia will deliver will extend beyond the physical boundaries of the vehicle to suit the lives and needs of customers,” said Karim Habib, Vice President of Kia Motors. “Kia PBV will become the ultimate business and lifestyle partner that makes customers’ daily lives more efficient and enjoyable.”

■ Kia introduces innovative technologies such as Easy Swap and Dynamic Hybrid applied to PBV

Kia has introduced a new ‘customer-participatory vehicle development process’ that reflects customer opinions from the PBV product planning and development stage, thereby creating a customer-centered product.Joe is embarking on a revolution.

We plan to build a 'PBV-specific business system' that can provide customized solutions for each customer and introduce vehicles that meet various customer needs.

To this end, Kia is building the 'EVO Plant', a PBV electric vehicle-only plant with an annual production capacity of 150,000 units in Autoland Hwaseong.

The Evo Plant, named after the word ‘Evolution’, will serve as a smart factory for full-scale mass production of PBVs, equipped with an innovative production system that applies digital technology and robots and combines conveyor systems and cell production methods.

Kia PBV's innovation is expected to be maximized thanks to 'Easy Swap' technology.

EasySwap is a technology that allows consumers to replace life modules to suit their style.

Instead of the traditional bolt-on fastening method, the hybrid unit combines magnetic and mechanical fastening, allowing you to change the body according to your desired business type without having to purchase a separate new vehicle.

The 'Dynamic Hybrid' technology that will lead the small-quantity, multi-variety production system of Kia PBV also attracts attention.

Dynamic Hybrid is a technology that allows the body size and height to be adjusted to suit the customer's various needs.

It is considered an assembly method that can be expanded horizontally and vertically to cope with the multi-variety, small-quantity production that will become widespread in the future.

Kia is providing PBV customers with PBV solutions optimized for their businesses.The software is being prepared.

The software is largely divided into three areas: △IVI (In-Vehicle Infotainment), △FMS (Fleet Management System), and △Charging.

First, IVI can develop the services customers need and reflect them directly in the PBV application market or receive them through third-party developers.

Additionally, you can enjoy the latest information and entertainment content while moving, and you can also use personalized services combined with data, such as charging, parking, and payment.

FMS is software that supports the stable operation of PBV.

Real-time operation control is possible using vehicle data without a separate device for data collection or management, and predictive maintenance information is provided to drivers by analyzing operation patterns and failure modes based on AI technology.

In the case of charging, we provide customers with an optimized charging schedule and charging station based on charging consulting that takes into account charging schedules, driving routes, schedules, etc.

Additionally, high-density energy batteries based on optimal charging infrastructure such as V2X can be used to supply power to mobile devices and emergency equipment.

Pierre-Martin Baux, Managing Director of Kia’s PBV business unit, said, “Kia PBV’s software not only increases mobility convenience, but also helps differentiate customers’ businesses.” He added, “Kia PBV will accumulate software and diverse business experiences, and will be reborn as a platform that will strengthen connectivity between vehicles and, furthermore, integrate social infrastructure.”

■ PBCollaborating with various global partners to create the V ecosystem

Kia aims to meet the needs of customers in each sector through its PBV business. To this end, it is introducing the 'Kia PBV Partners Day' specialized in PBV and is attempting for the first time a process that reflects the diverse needs of customers.

Kia also decided to cooperate with various partners to create a new mobility ecosystem through PBV.

Kia plans to further strengthen its PBV-dedicated business system by forming partnerships with companies such as Uber, Coupang, CJ Logistics, and Kakao Mobility, and develop a PBV robotaxi capable of Level 4 autonomous driving with Motional.