At the beginning of 2021, Kia changed its brand logo globally and officially announced its transformation from an automobile manufacturing company to a smart technology company to provide consumers with sustainable mobility solutions. For many users, they only see the change of brand identity, but ignore the business upgrade after Kia's transformation, that is, to break the business model of traditional car manufacturers and expand new business areas by developing innovative travel products and services.
What is the business model of traditional automakers? It's as simple as creating cost-effective, durable cars for consumers. In the past, Volkswagen, Toyota, GM, Ford all did this, not to mention Kia, and leather durability is notoriously durable.
What is the new model after Kia's transformation? It is to give cars more scientific and technological value on the basis of maintaining traditional advantages, smarter, safer, more environmentally friendly, and promote sustainable production and manufacturing. It has expanded into mobility solutions other than cars and personalized vehicles (PBVs).
[1] Under the background of Kia's brand transformation, we have made great efforts to create K5
Therefore, Kia K5 was born at the time node of Kia's brand transformation. In fact, users can also find that Kia no longer emphasizes cost performance from this car, but through the i-GMP platform, CVVD technology, and a full range of safety equipment, to bring users a different intelligent technology experience and safe driving experience.
As we all know, if a company finds the right direction of development, then even if the model sales are not much, it can also be recognized by the capital market, Tesla is a good example, the current global market value of the first. Kia, which has always been low-key, at the end of 2021, the closing price of shares on the Korean Stock Exchange was 82,200 won, an increase of 31.7% year-on-year, and Kia proposed to transform only one year, which has been highly recognized by the capital market.
At the same time, after a year of hard work, Kia's global sales reached 2,777,056 vehicles in 2021, an increase of 6.5% compared with 2020, showing a steady upward trend, laying a good foundation for meeting future market challenges.
Kia's transformation is not just shouting slogans and issuing PPT. Thanks to the accumulation of technology and continuous iterative upgrading in the past 20 years, Kia Motors has such strength.
[2] In 20 years, three iterations can achieve the i-GMP platform
Kia Motors began to develop automotive platforms with Hyundai in 1999, shared platforms in 2002, and had 10 different car platforms in 2005. At its peak in 2009, it had 18 automotive production platforms. Later, as the degree of integration became higher and higher, the number of platforms was also decreasing, by 2011, the number of automobile production platforms dropped to 11, 6 in 2015, and by 2019, after the full realization of modularization, there were only 3 platforms.
In 2008, the first generation of platforms was developed, including the front-drive platform and the rear-drive platform. At this stage, the cabin, body, electronics/IT, chassis, interior and exterior modules were standardized and universalized. At this stage, Kia began the expansion of the global market.
In 2015, the second generation of the platform was developed, the performance was significantly improved, and the various parts reached the global first-line level at that time, and began to expand standardized parts to new energy models.
In 2019, the third-generation platform i-GMP began to be applied to new cars, and the modules of the third-generation platform were more child-oriented, and the new platform carried out comprehensive planning in different types of powertrains such as vehicle development, production, and fuel hybridization. There are many innovative designs and considerations for lightweighting during the development phase of the new platform. The third-generation platform, i-GMP, ensures that Kia Motors will remain competitive in the industry for years to come.
The third-generation i-GMP platform adopts a multi-skeleton structure, the engine compartment can effectively disperse the impact force, and the vehicle safety has reached the world's leading level. When the body is impacted, it not only minimizes the impact on the passenger, but also reduces the impact on the other vehicle and ensures the safety of the passenger.
The main position of the body is made of ultra-high-strength steel, and the average strength of the body is increased by more than 10%.
[3] The configuration of the K5 has reached the height of the D-class K9
Platformization is important, it is like human bones and muscles, and intelligent technology configuration, like the human brain, can determine the safety of the car. In this regard, the K5 even reached the level of the D-class car.
The reason for this ability, on the one hand, is that Korean cars themselves are known for their high configuration, and compared with other brands, rich configuration has always been a great advantage for Kia. Second, Hyundai Kia has parts suppliers such as Dymos and Mobis, which can realize the independent research and development of key components, not only maintaining technological leadership, but also matching with their own cars. Third, the Korean electronics industry itself is very developed, and companies like Samsung and LG can support automakers.
The best thing, first of all, is used in the flagship model. As early as 2012, as Kia's flagship D-class sedan, the K9 took the lead in carrying many intelligent safety features, such as blind spot warning system, blind zone display system, 360 panoramic image function, adaptive intelligent cruise control and emergency braking function.
Today, on the domestic Kia K5, not only is it equipped with these functions, but it is also more perfect. It is no exaggeration to say that the intelligent safety configuration of the K5 has reached the level of the D-class car.
Different from the L2 level intelligent driving of other vehicles, K5 has a higher level of intelligence, its NSCC is based on navigation intelligent cruise control system, which can be opened with one key when driving, and can be identified on the basis of Baidu map after opening, and never worry about speeding.
Unlike other vehicle collision warnings, which can only identify vehicles, K5's collision avoidance can also identify pedestrians, bicycles, cross traffic conditions, etc. Whatever's on the road, it's recognizable.
Similarly, unlike other vehicles, the blind spot assist is just a 360° panoramic image. The K5 has active functions such as vehicle departure reminder in front, blind zone collision avoidance assistance, rear cross collision assistance, safe car rental assistance, and side rear image.
It can be said that Kia K5 has been armed to the teeth in terms of intelligent security configuration, and many configurations are unique to the same level. In contrast, other models either have no relevant technology, or they are posing as a joint venture brand and are unwilling to give users a ride.
summary:
The automotive industry is a high-threshold industry, not all companies can build good cars, and not all companies can build safe cars. Especially in recent years, we have also seen many new companies exposed to major problems in security, which is a lesson they must make up.
Kia brand, based on decades of technological development and iterative upgrading, from platform design, manufacturing process, to the use of intelligent technology has a strong strength. K5 can be said to be from the bones, to the muscles, to the brain, all-round display of its safety strength. This is exactly what Kia wants to see to users after the transformation of the brand, which embodies the brand image of the new Kia with scientific and technological value, intelligence, safety and sustainable development.