2025.03.13 Kia
Bold and Relentless Progress – 2025 Kia EV Day
Kia is leading the electrification revolution in its own unique way—boldly and relentlessly pushing forward to reshape the industry.
- Bolder Than Ever: Redefining the EV Paradigm
- The Evolution of Kia’s Design Philosophy: Opposites United 2.0
- EV4: Advanced Features Built on the E-GMP Platform
- Kia’s PBV Business Strategy
- PV5 Design: Versatility Meets Purpose-Built Innovation
- How the PV5 Will Shape the Future of Mobility
- Kia’s EV Strategy: A Customer-Centric Approach to Electrification
On February 24, Kia hosted the 2025 Kia EV Day at Tarraco Arena in Tarragona, Spain. EV Day isn’t just an event—it’s a celebration of Kia’s electrification strategy. Every EV Day has delivered a clear message about Kia’s vision for the future. At 2023 EV Day, Kia introduced the EV3 and EV4 concepts, along with the production-ready EV5, reinforcing its commitment to expanding its lineup and making EVs more accessible. Now, in 2025, Kia has returned with an even bolder statement—“Turn the Tide”—signaling its ambition to break through the stagnation of today’s EV market and reshape the industry’s direction.
As the EV market navigates growing pains, Kia refuses to slow down. Instead, it is scaling up and redefining the future of electrification. At EV Day 2025, Kia debuted three groundbreaking models: The Kia EV4, the Kia PV5, and the Kia Concept EV2.
The Kia EV4 is for breaking beyond the SUV-dominated market. For years, the EV landscape has been dominated by SUVs. Kia is set to change that with the EV4, a boldly designed electric sedan that introduces new body styles and more options to the EV world. And with the Concept EV2, Kia aims to make EVs more accessible than ever, proving that electrification isn’t just for premium buyers—it’s for everyone.
The PV5 represents Kia’s ambition to become the first mover in Platform Beyond Vehicle (PBV). As modern consumers demand tailored mobility solutions, the PV5 is designed to fill a gap that the industry has overlooked. This model marks the beginning of personalized mobility, built around consumer needs rather than traditional mass production. To achieve this, Kia has focused on three pillars: product, manufacturing, and software innovation.
Bolder Than Ever: Redefining the EV Paradigm
EV Day kicked off with a powerful keynote speech from Ho Sung Song, Kia’s President and CEO. According to him, the automaker has unwavering confidence in electrification and has been actively exploring ways to reshape market trends while staying true to its commitments to customers. This approach aligns with Kia’s corporate vision of becoming a leading provider of sustainable mobility solutions. By leveraging cutting-edge technology and a uniquely Kia customer experience, the brand is fully prepared to welcome more drivers into the EV era. He also emphasized their goal of driving a bold transformation in both the market and everyday life, setting a clear direction for the future of mobility.
He also emphasized that Kia has focused on understanding the diverse needs of its customers, developing state-of-the-art EV technology that seamlessly integrates into their lives. Kia is dedicated to delivering what customers truly want, ensuring that electric vehicles become an extension of personal expression and preference. To meet this demand, Kia is introducing the EV4—its first dedicated electric sedan and hatchback—designed to offer style, individuality, and an engaging driving experience. Additionally, with the EV2, Song stated that “the Kia Concept EV2 represents a bold step forward for the future of urban mobility. With the Concept EV2, we challenged ourselves to create a vehicle that defies expectations, offering innovative technology and practicality beyond its size. This concept previews Kia’s future vision to redefine the segment, bringing a new level of sophistication and usability to urban drivers. It’s a clear signal of our dedication to making electric vehicles truly accessible for everyone.”
Song continued by outlining the company's bold vision for expanding mass-market electrification while pioneering a new era of personalized mobility solutions:
“Kia’s PBV business represents our vision of going beyond the traditional concept of automobiles by fulfilling the unmet needs of diverse customers and communities through optimized vehicles and services catering to specific market and business circumstances,” said Song. “Kia PBVs will be an enabler of business innovation thanks to our customer-centric management system, EV mass production expertise, and the Hyundai Motor Group’s rapidly developing SDx strategy and related future businesses. We are excited to show that we are fully prepared to become the first mover in the global PBV market,”
As Song’s speech ended, the venue erupted with applause and excitement. Attendees eagerly anticipated the first-ever public reveal of the Concept EV2, EV4, and PV5. When the EV4 and Concept EV2 finally appeared on stage, gasps of excitement filled the room. The EV4’s sleek, unprecedented design and the Concept EV2’s bold yet practical styling immediately captured attention. Kia had delivered on its promise—a bold movement to shift the EV wave.
The Evolution of Kia’s Design Philosophy: Opposites United 2.0
Karim Habib, Kia’s Executive Vice President and Head of Global Design, took the stage to unveil the next phase of Kia’s design philosophy, Opposites United 2.0: “Contrasts shape the world we live in, it is no coincidence that our creative philosophy is called Opposites United. We are creative and risk-takers, we constantly challenge ourselves, pursuing original and daring solutions in the search for new ways of doing things. Progress regenerates us.”
According to Habib, the balance of opposites—light and shadow, old and new, fast and slow—defines the world around us. Through unexpected combinations, Kia discovers new perspectives and innovative approaches. He described Opposites United as Kia’s creative philosophy—a driving force that transforms inspirational ideas into reality. By embracing bold and original solutions, Kia encourages people to take risks and feel inspired, all while continuously exploring fresh perspectives and execution methods. Kia, he explained, observes the world carefully, shaping meaningful experiences so that people and customers feel like an integral part of a dynamic, optimistic future.
Following his introduction to Opposites United 2.0, Habib delved into the design philosophy behind Concept EV2 and EV4. The EV4 embodies a bold new vision for the electric sedan, perfectly aligned with the era of electrification.
Habib explained that the EV4 was born from a challenger mindset, designed to break free from traditional sedan conventions. Hence, EV4 is bold and futuristic. With a strong emphasis on aerodynamics and visual impact, the EV4 features a fresh, daring, and unexpected design. And his was made possible through new technologies focused on delivering a positive user experience, ultimately making the EV4 a symbol of innovation.
Regarding the design of the Concept EV2, Habib described it as an “athletic all-rounder” and added: “The Concept EV2 anticipates the most compact model in our EV range. A versatile vehicle, a compact and agile SUV that expresses an innovative and adventurous character, unlocking potential for an active urban lifestyle. We created it inspired by the ‘picnic in the city’ concept.”
The Concept EV2 is a compact electric SUV (B-segment) developed to expand Kia’s EV experience for customers. Despite its small, city-friendly footprint, the EV2 offers a spacious interior, delivering the premium feel and user experience of a higher-class vehicle. Kia aims to launch the production version of the EV2 in Europe by 2026, a move that has already captured the attention of European media.
EV4: Advanced Features Built on the E-GMP Platform
Sang-Un Cho, Vice President of Global Business Planning, introduced the market positioning and product strengths of the EV4 and Concept EV2. The EV4 marks a significant milestone as Kia’s first all-electric sedan (global C-segment), designed to accelerate the brand’s electrification strategy. It will be offered in both sedan and hatchback variants, featuring an innovative design and strong value proposition aimed at expanding choices in the EV market. Describing the EV4, Cho stated, "This model will redefine the C-segment." He further elaborated on the E-GMP platform that underpins the EV4:
“Like the globally launched EV6, EV9, EV5, and EV3, the EV4 is built on Kia’s dedicated electric vehicle platform, E-GMP. This platform is designed to maximize the core advantages of EV technology, offering enhanced driving performance, superior energy efficiency, optimized power delivery, and an innovative interior layout. Initially developed with an 800V rear-wheel-drive system, E-GMP has continuously evolved to include 400V front-wheel-drive configurations, further expanding its capabilities.”
The EV4 offers two battery options: a Long Range model with an 81.4kWh battery and a Standard model with a 58.3kWh battery. The Long Range variant can charge from 10% to 80% in approximately 31 minutes using a 350kW charger. Both models boast a combined energy efficiency of 5.8km/kWh (based on 2WD with 17-inch wheels and certified by the Ministry of Industry, South Korea), the highest among Kia's EV lineup.
The EV4 also emphasizes convenience and safety, featuring Kia's first relaxation mode that allows occupants to recline in comfort with optimized climate control. Advanced driver assistance systems (ADAS) include steering wheel grip detection, forward collision avoidance assist, blind-spot collision avoidance assist, lane-keeping assist, intelligent speed limit assist, blind-spot monitor, driver attention warning, navigation-based smart cruise control, lane-following assist 2, and highway driving assist 2.
Connectivity features like the Kia AI Assistant integrate daily life with the vehicle. Subscribing to the 'Streaming Premium' service via the Kia Connect Store enables access to content such as YouTube, Netflix, Disney Plus, games, and karaoke through the 12.3-inch infotainment display and Harman Kardon premium sound system.
Additionally, the EV4 introduces Kia's first over-the-air (OTA) software update function linked with the Kia App, allowing remote approval of updates. Other features include a built-in cam 2 Plus with parking motion detection, Digital Key 2, Apple CarPlay, and Android Auto.
Kia’s PBV Business Strategy
Kia also unveiled its business strategy for Platform Beyond Vehicle (PBVs), aiming to provide customized mobility solutions by integrating vehicles with software solutions. Sangdae Kim, Executive Vice President and Head of Strategic Business Planning Division, explained that Kia seeks to offer optimized vehicle experiences to B2B customers based on customer-centric management. The PBV initiative began with customer-centric solutions and has evolved into 'Platform Beyond Vehicle,' providing value by enhancing business productivity and efficiency.
Kia's PBV business strategy aims to shift paradigms in the Light Commercial Vehicle (LCV) market and build platforms for innovation in customer businesses, enabling new value creation across various business environments. To achieve this, Kia has prepared three key innovation strategies: 'Product Innovation,' 'Manufacturing Innovation,' and 'Software Innovation.'
For product innovation, Kia has developed the PBV-dedicated platform 'E-GMP.S' (Electric Global Modular Platform for Service), reflecting actual PBV customer feedback. This skateboard platform concept, featuring a flat platform adaptable to various upper bodies, allows for a wide range of product lineups from small to large PBVs, expanding customer choices.
In terms of manufacturing innovation, Kia's PBV-dedicated plant, 'Hwaseong EVO Plant,' combines conveyor and cell-based manufacturing methods to enable flexible and efficient production of diverse models in small quantities. Kia plans to maximize customized production by directly offering conversion models that add special features to basic PBV models.
The last is software innovation; Kia’s PBV lineup is set to revolutionize business mobility with cutting-edge software solutions. At the core of this transformation is Kia’s Android Automotive Operating System (AAOS)-based infotainment system, paired with an integrated app marketplace designed to support business-specific applications. Beyond infotainment, Kia is introducing advanced over-the-air (OTA) software updates, allowing key vehicle functions to be remotely updated and optimized. Also, Kia’s Fleet Management System (FMS) takes operational efficiency to the next level. By leveraging real-time connected vehicle data, businesses can streamline fleet operations.
Executive Vice President Sangdae Kim emphasized that Kia is working alongside customers and partners to drive a paradigm shift in the market and create new value through business innovation. As part of this effort, Kia is collaborating with Samsung Electronics to integrate its vehicles with Samsung’s IoT platform, SmartThings Pro. This partnership aims to provide business customers with a seamless, connected experience between their vehicles and workplaces, enabling them to leverage IoT ecosystems for greater efficiency and discover new business opportunities.
PV5 Design: Versatility Meets Purpose-Built Innovation
The Kia PV5 is designed with a futuristic yet rugged aesthetic, seamlessly balancing strength and flexibility to accommodate multiple body types. Its precisely crafted design elements emphasize reliability and adaptability, making it a standout in the PBV segment. Teck-koun Kim, Vice President and Head of Next Design, described that PBVs introduce a new concept of space. To enhance modularity and customization, Kia has implemented a Flexible Body System, allowing rapid adaptation to diverse customer needs. This scalable approach ensures that various body configurations can be developed efficiently.
Kia meticulously designed the PV5’s interior to meet the needs of a wide range of industries, gathering extensive customer feedback to shape its layout. The result? A highly adaptable cabin, built around the ‘Open Box’ concept—a reconfigurable space that maximizes versatility and usability. The PV5’s interior design embraces both vertical and horizontal structures, creating a stable and ergonomic layout. Kia also optimized storage solutions, incorporating multiple compartments throughout the dashboard and cabin.
Kia is introducing its first-ever Kia AddGear system in the PV5, a modular platform that allows customers to customize their vehicles with a wide range of add-ons. This system provides flexibility and expandability, enabling users to attach accessories such as smartphone mounts, payment terminals, or other business tools at key points inside the cabin, including the driver’s side and center console. Essentially, the PV5 transforms into a mobile workspace, allowing professionals to personalize their vehicle’s interior just as they would a traditional office. This approach reflects Kia’s commitment to user-driven design, ensuring that businesses can adapt their vehicles to their specific operational needs.
How the PV5 Will Shape the Future of Mobility
The PV5 is an unprecedented tailor-made mobility solution designed to expand EV adoption into new industries. Kia is pioneering a new era of industrial EVs, giving customers a high-quality, durable electrified model that meets their precise needs. To explore the PV5’s impact on daily life and business, Kia executives—including Sjoerd Knipping (COO of Kia Europe), Cheol-hee Jung (Vice President of Kia PBV Business Development Office), and Pierre-Martin Bos (Director of Kia PBV Business Division)—discussed the diverse PV5 lineup - PV5 Passenger, PV5 Cargo, PV5 Crew (Europe-exclusive), and Kia PV5 WAV (Wheelchair Accessible Vehicle) - at the event.
PV5 Passenger – Designed for mobility services and personal transport, this model prioritizes passenger comfort and flexible configurations. It offers various body, seating, and battery options, along with business-focused infotainment features that integrate seamlessly with external digital ecosystems.
PV5 Cargo – Engineered for urban logistics and last-mile delivery, the Cargo variant removes rear seating to maximize storage space. It also features Kia’s Fleet Management System (FMS), utilizing real-time connected data to improve operational efficiency. Kia is collaborating with multiple business partners, including Samsung Electronics, to optimize fleet management through connected vehicle solutions.
PV5 Crew (Europe-exclusive) – A hybrid between the Passenger and Cargo models, this variant provides a versatile second-row configuration that can switch between seating and cargo space as needed. Kia is establishing a PBV Conversion Center with its partners to support high-quality, manufacturer-approved conversions, ensuring businesses can tailor their vehicles to their specific industry needs.
PV5 WAV (Wheelchair Accessible Vehicle) – Aimed at enhancing mobility for all, this model addresses accessibility challenges often faced by wheelchair users. The side-entry design enables safe and convenient boarding from the sidewalk, while a third-row tip-up seat design allows caregivers to assist wheelchair passengers from the side. Kia is also working with Motability Scheme, to offer PV5 WAV as part of an integrated mobility solution, including rental programs for adapted vehicles and powered wheelchairs.
Kia is laying a strong foundation for the PBV market, ensuring rapid PV5 adoption across Europe and beyond by establishing a PBV dealer network with over 600 locations, competitively pricing the PV5 Cargo variant at €35,000 for business affordability, and preparing for its official debut at the Seoul Mobility Show in April. Pre-orders will launch in South Korea and Europe in the first half of 2025, with additional conversion models rolling out through 2026, solidifying Kia’s commitment to redefining commercial EV mobility.
Kia’s EV Strategy: A Customer-Centric Approach to Electrification
Kia continues to expand its EV lineup, not just following industry trends but leading the transition on its own terms. The 2025 Kia EV Day highlighted the company’s unique strategy—scaling mass-market electrification while simultaneously launching PBVs to revolutionize business mobility. What sets Kia apart? A deep commitment to customer-driven innovation. The PV5 isn’t just a vehicle—it’s a solution made possible by Kia’s expertise in EV technology and modular vehicle architecture. With its customer-first approach, Kia is proving that electrification isn’t just about technology. Song, Kia President and CEO, talks about the roadmap of the automaker:
“Kia remains committed to becoming the world’s leading EV brand and sustainable mobility solutions provider by enhancing the options and experiences we offer our customers. By integrating the clean efficiency of an electric powertrain with the unprecedented flexibility of our new PBV architecture and advancing our product, software, and manufacturing innovations, the PV5 embodies our core values as a sustainable mobility solutions provider.”
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