Kia reexamines its beginnings as a mobility company with a 79-year history.
Kia announced that from August 21 (Monday) until May next year, it will showcase restored vehicles, the ‘T-600’ and ‘Brisa’, at its brand experience space, Kia360 (located in Apgujeong, Seoul), to present its unique heritage developed alongside South Korea’s growth, starting from its founding in 1944 as Kyungsung Precision Industry, then Kia Industries in 1952, Kia Motors in 1990, and finally just Kia in 2021.
Kia has created various modes of transportation, including being the first in South Korea to manufacture bicycles, as well as tricycles and trucks. Today, it stands as one of the largest automobile manufacturers globally, providing innovative mobility products and services to customers around the world.
Emphasizing the essence of connecting people through mobility, Kia established this heritage exhibition under the concept ‘Movement with People’. It conveys the message that Kia’s movement is not only connected with its past but continues to engage with customers in the present and aims for sustainable mobility for the future through electric vehicles and purpose-built vehicles (PBV).
The exhibit features ▲ the T-600 tricycle, which served as a stepping stone for Kia’s development into an automobile manufacturer, and ▲ the Brisa, Kia’s first rear-wheel drive car, both heritage vehicles of significant importance in Kia’s history, alongside the flagship electric SUV ‘EV9’.
Kia utilized the T-600 and Brisa models, stored in its research institute, and referred to past photographs and release catalogs for their restoration process both inside and out.
The T-600 is a tricycle produced in 1969 through technical collaboration with Japan’s Toyo Kogyo (now Mazda). Its small, lightweight body made it suitable for narrow alleys and mountainous areas used in delivery for items like briquettes and rice; it was sometimes referred to as ‘Sam-bal-i’ (three-legged).
Notably, the T-600 is considered a model that served as the foundation for Kia’s growth into an automobile manufacturer and has been recognized for its historical value in South Korea’s automotive industry, being registered as a National Registered Cultural Heritage in 2008.
The Brisa, released in 1974, was built on a Mazda platform but achieved a 90% local parts rate in just two years due to vigorous localization efforts.
The Brisa gained much popularity during the oil crisis for its excellent economy and became famous as the taxi driven by the protagonist in the movie ‘Taxi Driver’.
Kia has also prepared various digital content so visitors can experience Kia’s heritage from multiple perspectives. At the entrance of the exhibition space, images showcasing Kia’s various moments in customers’ daily lives will be displayed, and a video connecting major Kia models such as the Sportage, K5, and EV9 will be presented to provide visitors with an enriching experience.
In addition, stories from families that have had two generations of connections with Kia will be presented through animated content, allowing visitors to experience not only Kia’s shared history with customers but also the economic growth of South Korea.
The Kia Heritage Exhibition is open for viewing without a separate reservation, and docent tours can be registered on-site. (Operational from 09:30 to 17:00 at 30-minute intervals).
Kia plans to communicate its distinct brand values through a heritage concept titled ‘Aspire to Create a Better Movement’, highlighting heritage keywords such as Bold (courageous), Enriching, and Progressive movements with customers and employees.
Bold Movement signifies Kia’s movement to ensure design management with advanced designs of the K series such as K3, K5, K7, and the release of fully electric vehicles based on the E-GMP platform, showcasing ‘Kia’s determination to break existing frameworks and embrace new attempts’.
Enriching Movement represents Kia’s endeavors to lead new lifestyles through electric vehicles with excellent technology in charging speed and driving performance as well as creating domestic leisure culture with vehicles like the Bongo and Carnival, reflecting ‘Kia’s efforts to make customers’ lives colorful and abundant’.
Progressive Movement encompasses how, even during the IMF financial crisis, Kia evolved into a global automotive brand while taking steps to establish a dedicated PBV electric vehicle factory amid the electrification transformation, highlighting ‘Kia’s potential to create a better tomorrow than today’.
A Kia official stated, “We prepared this heritage exhibition to reflect on our journey together with customers as a mobility company over 79 years and to recall its meaning,” adding, “We will continue to conduct various heritage activities to convey Kia’s unique brand value.”