Kia has presented PBV as a key future business. With its differentiated PBV connecting people, goods, and society, Kia aims to become a leader in the future mobility market.
On January 8 (local time), Kia held a media day during the ‘2024 Consumer Electronics Show (CES 2024)’ at the Mandalay Bay Convention Center in Las Vegas, USA, under the theme ‘All Set for Every Inspiration.’
Through its confidence and preparedness regarding the PBV business, Kia unveiled its ‘Future Strategy for Sustainable PBV Mobility Solutions’, centering on the value that customers will receive.
Kia’s participation in CES marks its return after five years since 2019, and their PBV strategy revealed that it includes the launch of an innovative PBV lineup that transcends traditional vehicles, the adoption of cutting-edge software (SW) technologies, and the creation of a new mobility ecosystem through diversified partnerships, showcasing Kia’s determination to lead the PBV market.
Kia’s CEO, Song Ho-sung, stated, “Since 2021’s brand relaunch, Kia has embarked on various journeys including building a groundbreaking electric vehicle lineup, presenting a customer-centric future of mobility, and expanding global sustainability initiatives such as our partnership with the global non-profit organization ‘Ocean Cleanup.’ Now, we are setting PBV as a core strategy for a new leap forward, preparing for a full transition to a sustainable mobility platform.”
The PBV that Kia pursues provides an experience that goes beyond customer satisfaction, based on its future vision of ‘Sustainable Mobility Solutions Provider.’
Through PBV, Kia aims to present a new future direction amid rapid digital transitions involving smart mobility, the sharing economy, and e-commerce.
To this end, Kia redefined the concept of PBV at CES 2024 as ‘Platform Beyond Vehicle’, emphasizing customized designs that offer new business and lifestyle possibilities, along with efficient in-vehicle experiences through innovative space utilization.
Kia revealed plans to surpass the traditional concept of automobiles with vehicles and services optimized for global markets and business environments through its newly defined PBV business.
Based on this vision, Kia published a multi-stage PBV roadmap that includes building a PBV lineup transitioning from medium to large to small vehicles, and complete customization (bespoke production).
Kia plans to launch its first medium PBV, the PV5, in 2025 and fully develop its PBV business. The vehicle will incorporate conversion functions that allow various life modules to be swapped according to usage purposes such as vehicle calling, delivery, and utilities, while strengthening connectivity among multiple vehicles via SDV (Software Defined Vehicle) and external data relating to routes and information.
Following this, Kia plans to expand its lineup to large and small PBVs, targeting large logistics companies, mobility firms, and individual users. At this stage, digital control and autonomous driving technologies will be fully implemented in Kia PBVs, with plans to extend the data connection range via AI-based vehicle management and control support, and promote new business forms linked to future technologies such as robotics.
Eventually, this will evolve into the ‘Bespoke Mobility Solution’, fully customized based on individual preferences and purposes.
Through this phased roadmap implementation, Kia PBVs aim to create a PBV ecosystem linked with future technologies such as autonomous driving, advanced air mobility (AAM), robotics, and energy grids that align with Hyundai Motor Group’s SDV strategy, thereby realizing Kia’s vision of ‘Platform Beyond Vehicle.’
Song Ho-sung stated, “PBVs will soon revolutionize the world of mobility, and many will welcome an era where PBVs become the standard of mobility.” He added, “Kia is ready to accept and implement every inspiration to transform how we work and move, and ultimately how we live.”
Kia’s PBV lineup embodies a strong and robust character based on simple yet intuitive design.
Additionally, it adopts a skateboard-based EV platform for PBV, maximizing utility by allowing various demand-reflective modules (upper bodies) to be attached, while ensuring that all functionalities are easy and intuitive to use.
The PV5, Kia’s first dedicated PBV model and the foundation of its PBV lineup, features a spacious and flat interior created by its dedicated EV platform and extended wheelbase. The driver’s cockpit provides a flat surface like a desk, and the steering wheel can be tilted forward to function as a desk lamp, offering drivers an office-like experience.
The PV5 will be launched in various versions such as Basic, Delivery (Van), Delivery High Roof, and Chassis Cab.
In the future, Kia will also introduce a robotaxi model developed in collaboration with Motional, which is expected to innovate the ride-hailing service based on autonomous driving technology.
At CES 2024, Kia unveiled not just the PV5 concept model but also physical models of the PV7 and PV1 concepts.
The large PBV, PV7, offers the most spacious interior among the lineup and has a long driving range, making it suitable for various applications.
The small PBV, PV1, is optimized for short-distance logistics transport, using a driving module to minimize the turning radius in tight spaces. It allows for flexible movements such as straight-line operation, diagonal driving, in-place rotation, and pivot turns, enabling quick navigation in areas where traditional operation might not be feasible.
Kia expects that the synergy between the long-range PV7 and the agile PV1 will provide optimal transport solutions encompassing everything from the initiation of logistics to last-mile delivery.
Kia’s Karim Habib, Vice President, stated, “The PBV experience that Kia will offer will extend beyond the physical boundaries of vehicles, tailored to customers’ lives and needs.” He added, “Kia PBVs will become the best business and lifestyle partner, making our customers’ daily lives more efficient and enjoyable.”
Kia plans to introduce a ‘customer participation vehicle development process’ from the planning and development stages of PBV projects, reflecting customer opinions to drive innovative manufacturing centered around customers. This will establish a ‘PBV dedicated business system’ to provide customized solutions for a range of customers’ needs.
To this end, Kia is building an ‘EVO Plant’ for PBV electric vehicles at AutoLand Hwaseong, with an annual production capacity of around 150,000 units. Named after the term ‘evolution’, the EVO Plant will serve as a smart factory for mass production of PBV, equipped with innovative production systems that integrate digital technology, robotics, conveyor systems, and cell production methods.
The innovation of Kia’s PBVs is expected to be maximized through the ‘Easy Swap’ technology, allowing consumers to change life modules designed to match their styles.
Instead of traditional bolt fastening methods, this technology utilizes a hybrid unit combining magnetic and mechanical fastening, enabling body changes without the need for a new vehicle purchase based on desired business forms.
The ‘Dynamic Hybrid’ technology leading Kia’s small-volume, multi-model production system is also of interest. This technology allows for adjustments to body size and height based on customers’ diverse preferences. It is identified as a mode of assembly that can respond to the upcoming multi-model production and facilitate both horizontal and vertical expansion.
Kia is preparing software that enables PBV users to receive solutions optimized for their business needs. The software is divided into three main areas: IVI (In-Vehicle Infotainment), FMS (Fleet Management System), and Charging.
First, IVI allows customers to directly develop necessary services and have them immediately reflected in the PBV application market or accessed via third-party developers. Customers can enjoy the latest information and entertainment content during transit and access personalized services linked to data for charging, parking, and payment.
FMS is software that supports stable PBV operation. Utilizing vehicle data in real-time for operation control without needing separate devices for data collection or management, it analyzes driving patterns and failure forms to provide predictive maintenance information to drivers, leveraging AI technology.
In terms of charging, Kia provides optimized charging schedules and station recommendations based on consulting considering charging schedules, driving routes, and other factors.
Additionally, utilizing high-density energy batteries based on optimal charging infrastructures like V2X (Vehicle to Everything), it can also supply power to mobile devices or emergency equipment.
Pierre Martin Be, Executive Director of Kia’s PBV Business Division, stated, “The software of Kia PBVs will not only increase mobility convenience but also help differentiate customer businesses. Kia PBVs will evolve into a platform integrating social infrastructure through enhanced vehicle-to-vehicle connectivity, accumulating software and diverse business experiences.”
Kia aims to meet the needs of customers across various sectors through its PBV business. To this end, it will introduce the ‘Kia PBV Partners Day’, initiating a process that incorporates the diverse demands of various customers.
Kia has also committed to collaborating with various partners for a new mobility ecosystem via PBVs, strengthening its dedicated business system in partnership with companies like Uber, Coupang, CJ Logistics, and Kakao Mobility.
Furthermore, Kia intends to develop a PBV robotaxi capable of Level 4 autonomous driving in collaboration with Motional.
Lee Sang-jin daedusj@autodiary.kr