“A car for the 2030 generation that emphasizes individuality,” says Choi Yang-seok, head of Kia’s domestic marketing team, regarding the new K5.
Kia held the unveiling event for ‘The New K5’ on November 1 at Nudit Seoul Forest in Seongdong-gu, Seoul. Since its launch in 2009, the K5 has become a game-changer in the domestic mid-size sedan market, showcasing a strong presence. This ‘New K5’ model is a facelift of the third generation, which was released in December 2019.
A massive grille and sculpted headlights give the K5 a striking presence, instantly recognizable as a Kia with its signature tiger nose. The straight rear lamps resemble those of the K8, making it conceivable to refer to the K5 as the ‘Baby K8.’
With dimensions of 4,905×1,860×1,445mm, the K5 features a powerful and dynamic fastback silhouette from the A-pillar to the C-pillar. The wheelbase stretches to 2,850mm, allowing for ample knee space—about a fist and a half—and approximately a fist and a palm of headroom. The center tunnel positions at finger height.
The 12.3-inch driver’s instrument cluster and center display are seamlessly connected, cocooning the driver. Thanks to the curved display, drivers can easily access all vehicle information while driving.
The K5 has become smarter. The introduction of a fingerprint authentication system allows drivers to start the engine using only their fingerprint, making it possible to set up valet mode and car pay without needing the physical key.
Choi Yang-seok emphasized that “the overall automotive market is shrinking due to the strong performance of SUVs and large sedans,” noting that “the K5 is a car for the dynamic 2030 generation, who like to express themselves with strong design.”
Kia’s domestic sales team noted, “The sales composition is higher for the 1.6 turbo and hybrid models first.” They also mentioned that “the existing 2.0-liter gasoline models, which used to lead mid-size sedan sales, have a smaller market share now.”
Despite these enhancements, the mid-size sedan market continues to decline, pressured by SUVs and larger sedans.
As of October this year, the sales of domestic mid-size cars have dropped to 58,374 units, down 15% from 69,234 units in the same period last year. The overall mid-size sedan market is facing a crisis. In a market where sales have continued to decline, the K5 has still managed to record 27,233 units by October this year, which is a 5.9% increase from 25,723 units in the same period last year, showcasing its resilience.
Lee Sang-jin daedusj@autodiary.kr