Kia unveiled the actual vehicle of its first large electric SUV model, the “Kia EV9” (hereinafter referred to as EV9), at the “2023 Seoul Mobility Show” held on the 30th (Thursday) at KINTEX in Goyang, South Korea.
The EV9, based on the electric vehicle dedicated platform E-GMP, is Kia’s second dedicated electric model following the EV6 launched in 2021 and is poised to play a crucial role in Kia’s leap to become a global leader in electrification as a flagship electric SUV.
The exhibition concept revolves around “Kia’s move to become a sustainable mobility solution provider,” as all vehicles displayed at the mobility show, including the EV9, were presented as electric vehicles.
On the press day held a day before the public opening, Kia heightened anticipation for the EV9 launch by introducing the electrification direction, interior and exterior design concepts, key new technologies from a User Experience perspective, and marketing strategies.
Karim Habib, Vice President of the Design Center, stated, “Since the brand was relaunched in 2021, Kia has been steadily working to develop products that inspire customers and services and solutions that add value to the relationship with customers. The EV9, as the first large SUV EV model in Korea, will offer a new driving experience that completely redefines the concepts and methods of mobility with both innovative technology and spaciousness.”
Kia’s first large electric SUV, the EV9, got its name by combining “EV,” which signifies electric vehicles, with the number “9,” which symbolizes a flagship position and role in the dedicated electric vehicle lineup.
The front of the EV9, setting the standard for large electric SUVs, features a “Digital Pattern Lighting Grill” and “Small Cube Projection LED Headlamps,” along with “Star Map LED DRL (Daytime Running Lights),” all of which convey a future-forward feeling through its sleek body lines and diversified lighting.
The side profile impresses with its authentic SUV proportions, conveying the grandeur of a large SUV, and contrasting sturdy and luxurious visuals through its straight, multi-faceted and smooth body lines.
The rear emphasizes the wide stance with its “Star Map LED Rear Combination Lamp,” creating a sense of unity with the front, while the cleanly finished tailgate connects to the angular shoulder line, completing a refined and robust posture.
Based on the flat floor advantage of E-GMP, the third row provides open space and excellent livability compared to internal combustion engine models, with the ability to fold the second and third rows flat, allowing for versatile uses like outdoor camping alongside V2L (Vehicle To Load) functionality.
The second row of the EV9, first among global EV models, offers four types of seating options tailored to various lifestyles, including a bench seat, standard, relaxation, and swivel two-seat independent seats, enhancing the new electric mobility experience in situations ranging from travel and charging to relaxation.
Kia has applied a “Panoramic Wide Display” seamlessly connecting a 12.3-inch cluster, a 5-inch climate control, and a 12.3-inch infotainment system.
Additionally, it has implemented a column-type electronic shift lever (SBW, Shift by Wire) with an integrated start button for intuitive and straightforward operation throughout the sequential vehicle usage process, such as starting, driving, and parking.
Advanced driving assistance features applied for the first time in the EV9 GT-line include Highway Driving Pilot (HDP), alongside navigation map information, easy maintenance of vehicle functions through over-the-air (OTA) software updates, and Kia Connect Store, which allows for additional specifications to be added anytime after vehicle purchase, applying many advanced technologies that previously seemed possible only in the future.
This year, Kia’s exhibition has placed a central large LED screen, flanked by two large LED screens on each side, creating a total of five large LED screens that vividly convey Kia’s brand vision and design, promotional materials for the Busan Expo, and advertisements for displayed vehicles through over ten different video contents.
The EV9 hero stage features a simple and modern spatial design aimed at focusing attention solely on the EV9 vehicle while ensuring that visitors can explore the vehicles freely and safely.
The EV9 island offers a dedicated space to closely examine the EV9, the flagship model of Kia’s EV lineup, decorated with brand walls, mirror and LED walls, and waterfall elements, allowing visitors to enjoy a new exhibition experience and engage with the EV9’s design concept.
Kia is conducting an SNS event that shares the EV9 island viewing experience while providing various prizes to participants.
The EV9 lifestyle zone showcases sustainable “ten essential materials,” which are the foundation of the EV9’s interior materials, highlighting Kia’s efforts to become a “sustainable mobility solution provider” while displaying images of raw materials used in the EV9’s interiors.
The event also includes a sustainable “ten essential materials” quiz aimed at enhancing visitors’ understanding of eco-friendly recycling materials.
Kia explained about the “Kia Connect Store,” which is set to launch alongside the EV9, showcasing exclusive products and purchasing procedures while also conducting an exhibition of lighting pattern content scheduled to be sold at the Kia Connect Store.
Through the EV9 lifestyle zone, which allows visitors to indirectly experience the lifestyle of the target customers of the EV9, who prefer new experiences and possess purchasing power, guests can sense the special changes that the EV9 can bring to daily life.
As Kia is showcasing all vehicles as electric vehicles at this mobility show, zones for the EV6 and Niro are also established.
In the EV6 zone, the standard model of EV6, as well as the GT-line and GT models, are displayed.
A space prepared with the realistic driving experience highly praised by performance racing enthusiasts features the racing simulator game Assetto Corsa, allowing visitors to vividly experience the driving performance of the high-performance electric car EV6 GT as well as the EV9.
The Niro zone displays one unit each of the “All-New Niro EV” and “Niro Plus” taxi and business vehicles, totaling three vehicles on display.
The “All-New Niro EV” is the second-generation model launched last year, following the first-generation Niro EV released in 2018. The “Niro Plus”, developed based on the first-generation Niro EV, marks the beginning of Kia’s serious foray into the PBV (Purpose Built Vehicle) market.
The Niro zone introduces Kia’s PBV vision through the PBV media table exhibition, where guests can engage in quiz activities and watch Niro Plus advertisement videos to understand the direction of Kia’s PBV business.
Additionally, alongside the Niro EV, a V2L busking concept exhibition is set up, allowing customers to experience the utility and experiential expandability of EV vehicles.
Kia operates a family communication zone in collaboration with the popular domestic specialty coffee brand, Terarosa.
At the family communication zone themed “Driving in Kia EV City,” visitors can watch short videos of Kakao Friends racing through the Kia EV City in high-performance electric vehicles like the EV6 GT, and customize stickers with Kia vehicles and Kakao Friends characters for an interactive experience, projecting their creations on the gallery screen.
Moreover, there is a self-photo zone where visitors can freely take photos at the Kia and Kakao Friends collaboration photo wall, and the diverse enjoyment extends to displaying brick figures that reflect the lifestyle of Kakao Friends and Kia vehicles.
In addition, Kia will produce a variety of collaboration goods with Kakao Friends to be offered as prizes for the Kia exhibition event.
Kia has also teamed up with the renowned domestic specialty coffee brand, Terarosa, to operate a sustainable cafe.
Kia and Terarosa have created a signature blend of coffee beans that encapsulates the concept of the EV9, and are providing goods to event participants.
The cafe space will exhibit the EV9, allowing visitors to enjoy coffee comfortably while admiring the EV9 and gleaning insights into the sustainability philosophies of both Kia and Terarosa.
Kia is also operating a “digital showroom” for customers who are unable to visit the mobility show, allowing them to experience the Kia exhibition and the EV9 online for the first time.
The digital showroom provides descriptions of each area of the Kia exhibition along with the ability to check out the exhibit vehicles while viewing photos and videos of the actual exhibition layout.
In the EV9 island space, guests can enjoy various visualizations and videos of the EV9 based on 3D data through the visualizer.
Kia is conducting events such as an EV9 spot-the-difference reward game, providing online visitors with interactive content to indirectly enjoy the mobility show.
Lee Sang-jin daedusj@autodiary.kr