Before discussing the 'promised land,' we must first remember what happened on Oct. 12, 2023, at the Maime Vision Village in Yeoju, Gyeonggi Province. At that time, Kia held an event with an unfamiliar name: '2023 Kia EV Day.'
It was a presentation outlining the transition to the EV era for domestic auto journalists. Kia unveiled the EV5, a compact electric SUV produced in China, and also revealed the EV4 concept and EV3 concept. This showcased Kia's future electric vehicle lineup.
The person overseeing the event was Kia President Song Ho-sung. His smooth delivery was impressive. The blueprint for electrification was clear, and President Song's answers to the journalists' questions were straightforward. He did not shy away from any topic, addressing queries about strategy, technology, and finance with confidence. His strong assuredness was evident in his prompt responses. The impression he made at the event was so profound that the following year, he was named 'Person of the Year' by the Korea Automobile Journalists Association during the 'Car of the Year' awards.
A year and four months have passed since then. A similar atmosphere was recreated in Tarragona, Spain. Tarragona, located in northeastern Spain, is a historic city about 100 km west of Barcelona along the Mediterranean coast.
On Feb. 24, local time in Spain, the '2025 Kia EV Day' took place at the Tarraco Arena in Tarragona. The Tarraco Arena is the venue for Spain's famous 'Castell' or human tower-building festival.
There was a significant difference compared to the 'EV Day' of 2023. This time, there were many more foreign journalists than Korean reporters. Although a large contingent of 40 Korean journalists attended, there were many more foreign journalists present. Over 100 journalists from Europe and about 50 from North America and Asia were in attendance. The event was buzzing with more than 200 auto journalists from around the world.
The global electric vehicle market is cooler compared to 2023. An unwelcome phenomenon known as the chasm is hindering global automakers who have declared their electrification strategies. Whether domestic or foreign, journalists covering the auto industry cannot help but ask, 'Why is Kia doing this at this point?'
However, President Song's answer was firm once again. He noted, 'While there has been some stagnation in growth, I believe the market will expand in the future. It is crucial for Kia to continuously introduce EVs, especially volume EVs.'
His response was clear, but the electric vehicle chasm was also a concern for President Song. According to Kia's internal circumstances, the company initially planned to hold its second 'EV Day' at the end of 2024. However, due to various challenges surrounding electric vehicles, the event was postponed to the end of February.
The reason Kia is sticking to its EV strategy is clear. It's merely a matter of timing; the electric vehicle era is bound to arrive, and failing to prepare now would result in a loss of responsiveness.
This is also why President Song emphasizes 'volume models.' He stated, 'Kia first launched top-segment models like the EV9 and EV6. These models appeal to early adopters. Now is the time to attract early majority customers, and for that to happen, volume models with price competitiveness must emerge in the market.'
This logic from President Song became a key reason for holding the '2025 Kia EV Day' in Tarragona, Spain. Of course, he noted, 'Europe, excluding China, is a region leading in electric vehicles. European customers have a high environmental consciousness, making it one of the fastest regions for electrification. Among them, Spain is ideal for holding the EV Day due to its fine wine and cuisine.'
Kia unveiled the European strategic model concept 'EV2' at the '2025 Kia EV Day.'
President Song stated, 'The EV2 is particularly crucial as a volume model in Europe. This car, expected to be priced in the low 30,000 euros range, targets a volume of over 100,000 units. The EV2 is specifically aimed at early majority customers.'
At this EV Day, Kia presented a theme of 'turn the tide' in the electrification market, unveiling for the first time globally two production vehicles: 'The Kia EV4' and 'The Kia PV5,' along with a concept car, 'The Kia Concept EV2.'
In addition, Kia revealed a PBV business strategy containing three innovations: a PBV dedicated platform 'E-GMP.S' (Electric-Global Modular Platform for Service, development name eS), software solutions, and institutional sector in manufacturing.
President Song made a promise at the '2025 Kia EV Day' that cannot be disregarded. Mentioning the 'late majority' of the electric vehicle market, he said, 'Late majority customers will want smaller and more affordable cars. Kia is continuously considering how to present an entry-level EV model internally. We might be able to showcase a smaller, more affordable entry-level EV model at the next Kia EV Day.'
Perhaps the conception of the entry model has already been completed. Looking back at the '2023 EV Day,' President Song's presented 'weight of the promise' was not light at all. At that time, Kia unveiled the 'EV4' as a concept car.
What was once the 'EV4 concept' of 2023 took center stage during the '2025 EV Day' as a production model. While the interior design had undergone a reality check, the exterior design remained almost identical to the original concept.
President Song's EV strategy was highly logical and specific, yet the journalists on site still did not easily shed their concerns. In response to those concerns, President Song provided a solution: the flexibility of the production system.
President Song said, 'There is a plant called the EVO plant in Gwangmyeong that was established last year. It is a dedicated factory for producing the EV3 and EV4 models. Since the EV3 and EV4 are volume EV models, I believe we can generate enough volume with just these two models. The EV3 is selling over 5,000 units a month in Europe and over 25,000 units annually in Korea, so I don't foresee any issues with operating the 150,000-unit capacity of the Gwangmyeong EVO plant.' He added, 'All other plants operate on a mixed line system, allowing us to adjust the speed of internal combustion engines and electric vehicles according to the pace of electric vehicles. Because we have such a flexible production system, we can respond appropriately to market trends without significant issues.'
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