Kia bares PBV strategy at CES 2024

MANILA: Kia bared its Platform Beyond Vehicle (PBV) future strategy at CES 2024 in Las Vegas, which will be based around the introduction of an all-new modular vehicle as previewed by the Concept PV5.

The vision was showcased together with a multi-phase system that will transform the mobility industry and will push Hyundai Motor Group’s (HMG) ambitions in terms of robotics, Advanced Air Mobility (AAM), and autonomous driving.

 According to the Korean automaker, the Kia PBV is a total mobility solution that combines “fit-for-purpose EVs with advanced software solutions based on the Hyundai Motor Group’s software-to-everything (SDx), strategy.

The company expressed firm belief that the Kia PBV will open the door to new businesses and lifestyles “by redefining the concept of space thanks to advanced, tailored interiors that provide ultimate freedom and flexibility.”

“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,” Kia President and Chief Executive Officer Ho Sung Song was quoted as saying.

“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,” he added.

The marque’s PBV business will provide numerous customized vehicle types that are set to meet its customers’ requirements, which will help address mobility challenges due to limited transportation options.

Further, Kia explained that its PBV offering will be built around a dedicated business system, integrating vehicles, software, and future technologies to deliver added value. It will be divided into three phases.

The initial phase covers the introduction of the Kia PV5, an electric vehicle that has been optimized for hailing, delivery and utilities that features conversion capability. Enhanced data connectivity between vehicles and external data such as route or delivery information will enable convenient operation of multiple vehicles as a software-defined fleet.

Phase two will see the completion of the dedicated PBV model line-up and will evolve into artificial-intelligence-based platforms that utilize data to interact with users and ensure that the vehicles are always up to date. An integrated PBV solution will provide a customized, seamless experience across devices and software.

In the third phase, the Kia PBV models will develop into highly-customizable, mobility solutions by integrating with the future mobility ecosystem. Connected self-driving vehicles will be managed as part of a single smart city operating system.

In addition, Kia will also take advantage of the “Easy Swap” wherein a single vehicle chassis can be used to fulfil multiple mobility needs.

“Behind a fixed cab, or ‘driver zone’, a variety of interchangeable upper bodies, or ‘life modules’, can be connected to the base vehicle via a hybrid electromagnetic and mechanical coupling technology, turning the PBV into a taxi during the day, to a delivery van at night, and a personal recreational vehicle on weekends,” the firm shared.

The Dynamic Hybrid weldless body structure assembly will introduce modularization — allowing the length of movable members to be flexibly adjusted according to vehicle use purpose.  

Made up of high-strength tubular steel and engineered polymers, typical parts will decrease by 55 percent with no loss in rigidity.

Further, Kia PBV shall extensively use bio plastic, Post Consumer Material (PCM) plastic, bio paint, recycled PET fabric, felt and yarns, and bio-polyurethane foam to reduce environmental impact as well as deliver a unique visual and tactile appeal.

Relatively, Kia will create an ecosystem that will promote interaction between PBV models. Under Phase One, the PV5 will be offered in various layouts such as Basic, Van, High Roof, and Chassis Cab — and a planned robotaxi in the future developed with Motional (a joint venture between HMG and Aptiv), which aims to provide a revolutionary autonomous hailing experience for passengers.

For the second phase, symbiosis of the PBV ecosystem will be complimented by two other models namely the PV7 and PV1 (the largest and smallest products in the roster, respectively), which will utilize cabinet and frame systems to enhance interaction and connectivity among vehicles based on the modular concept.

“Kia PBVs will initiate a new era of seamless everyday business and lifestyle solutions. We hope to make our customers’ lives easier and better, whether they’re stationary or on the move, offering exceptional flexibility and customization through radical modularization,” Executive Vice President and Head of Kia Global Design Karim Habib said.

“Untethered to any fixed place, and unbounded by the traditional restrictions of space, Kia PBVs offer users a blank canvas to reimagine their lifestyles and workstyles,” he added.

Per Kia, it is already constructing a PBV-dedicated facility in Autoland Hwaseong, Korea that will implement a hybrid production approach, combining conveyor and cell-based methods. The factory is set to become operational in 2025 and will have an annual capacity of 150,000 units.

Photos from Kia

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