Ethos and Strategy - INNOVATION | Kia UK
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Ethos and Strategy

A lady standing in front of an overpass

Innovation comes naturally

Shaping the future by design

Innovation is the driving force behind Kia. It's helped to cultivate a brand ethos that's already put us at the very forefront of automotive ingenuity. This is reflected in our comprehensive ‘Plan S’ — our commitment to becoming the world's front-runner in eco-friendly transportation.

By continually harnessing advancements in sustainable manufacturing and EV technology, we’re creating innovative journeys that inspire and shaping the future of driving itself.

A multi-faceted strategy

Kia's diverse approach to design and sustainability is driven by our relentless focus on creating advanced mobility solutions for our customers.

Sustainability matters

At Kia we're witnessing first-hand how a commitment to sustainability actively drives profound technological innovation. Not only are we enhancing the driving experience with cleaner, more efficient vehicles, we're also supporting the interests of consumers, communities, and the planet.

Kia is actively working on pilot projects to reuse EV batteries, transforming them into energy storage systems. This initiative not only addresses the issue of battery disposal but also contributes to renewable energy solutions.

Taking a greener intiative

Kia is constantly revolutionising mobility through strategic partnerships. Discover how our collaborations are turning the prospect of sustainable vehicle development into a reality.

Kia x The Ocean Cleanup

Kia's seven-year global partnership with The Ocean Cleanup marks a pivotal step in sustainable innovation, marrying technology and environmental stewardship to extract plastic from oceans and rivers. This collaboration also cleverly integrates recycled ocean plastic into our vehicle production

Kia x National Geographic

Our partnership with National Geographic, featuring explorer Arthur Huang, emphasises nature-inspired technological innovation for sustainable mobility. This collaboration, integral to Kia's sustainability strategy, focuses on developing eco-friendly solutions and aligns with our goal of carbon neutrality, enhancing our vision as a Sustainable Mobility Solutions Provider.

Blue Carbon Program:

Kia's Blue Carbon Program is an innovative initiative aimed at restoring marine ecosystems, particularly focusing on protecting and restoring tidal mudflats in Korea, a UNESCO World Heritage Site. These mudflats play a crucial role in carbon offsetting and through such efforts, we're taking proactive steps towards preserving the environment and reducing our own carbon footprint.

“At Kia we want to become a leader in sustainable mobility with the roadmap to 2030.

We are going to achieve this by establishing a full EV line-up of 11 models to its whole line-up along the way.“

Song Ho-Sung

President & CEO - Kia Corporation

Material change

Frontier technology

Our designs for the future are immersed in advanced research and development, where specialised R&D divisions are quietly reshaping the future of mobility.

Driving forward specialised R&D

We've established a number of independent R&D organisations and Design Centres focusing on everything from commercial vehicles to robotics, batteries and hydrogen fuel cells. This strategic structure fosters specialised innovation, ensuring Kia stays at the forefront of diverse automotive technologies, directly benefiting our customers with advanced, cutting-edge vehicle features.

Top down, integrated excellence

Kia's Total Vehicle Development (TVD) Division oversees the overall process of new vehicle development, including EVs. By elevating product integration development to the division level, we able to provably strengthen core capabilities in vehicle development. That means ensuring advanced vehicle designs tailored to our customers needs.

Enhanced EV capabilities

We're always working on new ways to amplify EV development and production capabilities. This involves setting up dedicated research units under the TVD Division, focusing on electric driving range and EV safety. These initiatives place Kia at the forefront of electrification technology, promising users advanced EVs with superior safety features and extended driving ranges.

Synergy through software

Kia’s Vehicle SW Tech Unit integrates various software technologies to accelerate Software-Defined Vehicle (SDV) development. Here our focus is on electronics, infotainment, autonomous driving, and vehicle control, ensuring that our vehicles are equipped with the latest in automotive software innovations for Kia drivers.

Opposites United

Our innovation in design is singularly defined by this bold statement: Opposites United. It encapsulates an innovative approach that utilises the concepts of opposition, disruption, and polar contrast to evolve the identity of Kia and create characterful designs. This approach benefits users by offering unique, forward-thinking vehicle designs that are not only aesthetically pleasing but also embody the dynamic and evolving nature of modern mobility.

Our design principles

Meet the team

Taking a lead in design

Karim Habib

Head of Kia Global Design Centre

Karim Habib, acclaimed for crafting Kia's 'Opposites United' design philosophy, draws inspiration from nature and humanity's contrasts. His vision has shaped the EV6 and EV9 and enhanced Kia's overall brand aesthestic.

"Ideas are born from inspiration. They start with the brand we want to be, and they come from what our customers needs. As we are recreating the brand and redefining our own reason to be, the ideas of our designers, and the purpose of the brand, are more connected than ever."