In the era of transition, the most important thing is to focus on the survival rules of mid-range volume brand car companies, mainly around the reshuffle of European, Japanese and American car companies. Hyundai Kia is in an awkward position because of its corporate management and cultural characteristics, it has to rely on itself for everything.
Figure 1 Kia's EV strategic decision Now according to its overall company planning, it can be roughly divided into the following approaches: 1) For pure electric vehicles, Kia plans to increase its sales from 4% in 2020 to 9% in 2023 and 20% (500,000 units) in 2025; this includes a lineup of 11 electric vehicles, which will account for 6.6% of the global BEV market share (it is expected that 7.5 million BEVs will be sold worldwide by then) 2) xEV includes HEV and PHEV. The plan is to increase from 8% in 2020, 18% in 2023 to 20% in 2025. In this way, the total number of electric vehicles is 40%, or 1 million. 3) As for the markets in developing countries, Kia still believes that it will focus on engines. Figure 2 Strategic goals for developing BEVs Kia's pure electric vehicle matrix starts with Soul Bev and Niro BEV, and there is also a pure electric van; plus the CV concept car developed based on the EMP platform in 2021, it also includes ultra-compact sedans, large sedans, compact SUVs, mid-size SUVs and MPVs. Figure 3 Kia's pure electric vehicle matrix Kia's previous plans were actually centered around compatible HEVs and PHEVs. Basically, they made all the HEVs and PHEVs that could be made. Due to changes in the situation, this time they are adding a bunch of BEV models before 2025. Figure 4 Kia’s previous planning matrix From the specific operation strategy of pure electric vehicles, it mainly includes: Develop compatible BEV and dedicated pure electric vehicle platforms at the same time, with 400V and 800V architectures evolving simultaneously While developing BEV, expand the corresponding HEV and PHEV matrix, High-end sports cars are developed through cooperation with RIMAC, and intelligent driving relies on a joint venture with APTIV In terms of differentiation, Kia has adopted a differentiated system. Its innovation in pure electric sales model will also be achieved through comprehensive management of the entire life cycle of pure electric vehicles, including customized subscription models and battery leasing solutions, which have actually been used in China. Figure 5 Kia’s electric vehicle operation strategy The first Kia car built on this dedicated platform may have a WLTP range of 500 kilometers and a charging time of 20 minutes. From the current point of view, it still adds a battery based on the existing Niro's 64kwh. The biggest difference is the optimization of fast charging. Figure 6 Kia's next-generation pure electric platform This is Kia's current electrification matrix, from 0.44kwh of the 48V system, to 1.46kwh of HEV, to 8.9-11.26kwh of PHEV; BEV has two configurations from 40-64kwh. Due to Europe's definition of PHEV, Kia installed a 13.8kwh battery system on the Sorento PHEV, a mid-size SUV. Figure 7 Kia's electrification matrix Currently, the Seltos EV and K3 BEV both have similar battery systems as the Niro BEV. The new car in Europe is the Sorento PHEV. Several SUV PHEVs have emerged in Europe this year, which we will summarize later. Figure 8 Kia's new car plan for 2020 Summary: The Korean automobile industry is actually quite divided in its main markets. Fortunately, Korea itself is also supporting BEV and FCV at the same time. Hyundai Kia is relying on this to introduce BEV and PHEV in Europe, and is working hard to make HEV in developed country markets. Kia's 48V system is also very interesting.
01. Interpretation of Plan S
02. Current HEV and PHEV, as well as 48V
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