Yang Honghai: Kia firmly adheres to the concept of "in China, for China" and will have strong development momentum in the Chinese market in the future.

According to news on November 20, Kia grandly released a new pure electric SUV named EV5 at the Guangzhou Auto Show. The starting price of this car is less than 150,000, which is very competitive. It is even expected to compete fiercely with pure electric SUVs of domestic independent brands. It is reported that Kia China Chief Operating Officer Yang Honghai said in an interview with Beijing News Shell Finance that Kia will adhere to the development concept of "in China, for China" and continue to increase R&D investment in the Chinese market. At present, Kia has successfully launched two new cars and plans to further expand charging networks, sales channels and service areas

According to my understanding, the Kia brand emphasizes that they will never Withdrew from the Chinese market and has always attached great importance to the Chinese market, it will further increase investment in the future. Yang Honghai revealed that Kia Global CEO Song Husheng once again came to China for market research and emphasized that success in the Chinese market is the key to Kia's global success

In order to better adapt to the Chinese market and provide services to Chinese consumers, Kia has China has established technology research institutes, forward-looking digital R&D centers and big data centers to focus on product and technology R&D for the Chinese market. EV5 was developed under the guidance of the concept of "in China, for China". Nearly 400 Chinese engineers participated in the research and development of this model, fully taking into account the characteristics of the Chinese market and consumer needs. At the same time, Kia is cooperating with top Chinese technology companies such as Baidu and Tencent to provide a car experience that is more in line with Chinese consumers' habits. In order to meet users' needs for intelligence, Kia has cooperated with Baidu Wenxinyiyan to develop a new car-machine system, and has obtained an L4 autonomous driving license in China and has begun road tests.

Yang Honghai introduced in detail Kia’s layout in channels, charging network, services, etc. He revealed that Kia has cooperated with large dealer groups such as Sime Darby, Jinlong, and Xinhanma, and new 4S stores have been opened in core cities across the country. At the same time, Kia is also gradually promoting the SI 2.0 upgrade of dealer showrooms across the country to build a more complete sales and service system. In addition, Kia has also launched a full-speed charging network of "one super, one fast, and one slow" to provide users with efficient and convenient charging services. In order to further enhance the user experience, Kia has also invested a lot of time and money in developing a new Kia application, which is planned to be officially launched in December

EV5 is Kia’s first global model launched in China and is also the core of Kia’s electrification transformation car model. Yang Honghai said that EV5 user groups are mainly concentrated in families born in the 1980s and 1990s who are keen to explore new lives and pay attention to quality life. In the future, Kia plans to launch not only the first 530 standard range version in 2024, but also the long range version and GT-Line version to meet the diverse needs of users.

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