A Renaissance Forged
by Challenge and Grit
Chapter 2. 1974 - 1994
1974
Kia’s First Passenger Car:
Brisa Brings Fresh Air
During the oil crisis of the 1970s, fuel-efficient compact cars
began to attract attention. In line with this market shift, Kia launched
the 1,000 cc Brisa in October 1974, its first passenger car with
an in-house developed engine. Aimed at providing an affordable
“people’s car,” Brisa quickly gained popularity not only
as a family car but also as a taxi—at one point making up nearly
half of all taxis in Seoul. True to its name, meaning “gentle breeze,”
Brisa blew fresh air into Korea’s passenger car market.
In September 1975, ten Brisa Pickups were exported to Qatar,
marking Kia’s first step into the completely built vehicle export
market. From there, Kia steadily expanded its export destinations
and models, laying the foundation for its global expansion.
Brisa Pickup production line
1975
Foray into the Defense Industry
At the request of the government, Kia established Samwon Industries in Changwon,
Gyeongsangnam-do in December 1975 to produce military equipment and special-purpose
vehicles. The following year, it acquired Asia Motors to strengthen its expertise
in the defense sector, and in 1977, Samwon Industries was renamed Kia Corporation.
By mass-producing various military equipment and special-purpose vehicles, Kia expanded
its manufacturing capabilities, and its defense and special-purpose vehicles business continues
today under Kia’s Special Vehicle Division.
1981
The Bongo Legend
Born from Crisis
As the second oil shock in the late 1970s triggered an economic downturn,
the Korean government announced the Automobile Industry Rationalization Policy
in February 1981, which focused on model specialization by manufacturer to strengthen
competitiveness.
With passenger car production suspended, Kia sought a breakthrough by
launching the 12-seat Bongo Coach in August 1981 and concentrating company-wide efforts
on its success. Combining versatility and affordability, Bongo appealed to diverse customers,
from leisure travelers to small business owners, with about 190,000 units sold by 1985.
Thanks to Bongo’s strong performance, the company ranked first in net profit among Korea’s top 100 listed firms in 1983.
In Korea, “Bongo” even became a generic term for vans, establishing itself as one of the
nation’s most iconic products of the 20th century.
1983
Multi-Purpose Truck
Built for Farmers: Ceres
In December 1983, building on the success of Bongo, Kia introduced Ceres—
a truck developed with in-house technology specifically for rural communities.
Equipped with a power take-off device for tasks such as pumping water and operating threshers,
Ceres supported the growth of Korea’s agricultural sector. With the same payload capacity
as Bongo Truck but priced about 30% lower, it provided meaningful help to Korean farmers.
It was the result of Kia’s long-standing belief in producing vehicles needed by society and
the times—a principle rooted in its days building bicycles and three-wheelers.
Ceres was later exported to Southeast Asia, Latin America, Europe, and the Middle East,
extending its reach from Korean farms to the world.
1986
Korea’s First and
the World’s Third
Electric Vehicle: Besta EV
In October 1981, Kia established the Kia Technical Research Center1, strengthening
technology-driven management through development of major models and engines.
Based on Besta, the successor to Bongo, Kia unveiled Besta EV in June 1986—Korea’s first
and the world’s third electric vehicle. It gained global attention by serving
as a marathon broadcasting vehicle at the 1986 Asian Games and the 1988 Seoul Olympics.
Specially developed so that marathon runners could run free from emissions, Besta EV marked the starting
point of Kia’s electric vehicle journey.
1) Kia Technical Research Center: Served as the “brain” of Kia, carrying out diverse research and design missions;
Renamed Kia Central Research Center in 1984
1987
Pride of Kia, Pride of Korea
In the 1980s, Korea was leaping forward with rapid economic growth and milestones like
hosting the Summer Olympics. Riding this wave of momentum, Kia embarked on the bold World Car Project,
forming a three-nation alliance with Ford and Mazda—Kia handled production, Mazda design,
and Ford sales. Born of this collaboration, Pride was first exported to the U.S. as Festiva
in 1987. Until its discontinuation in 1999, over 1.45 million units were produced,
with more than half shipped to 38 countries.
Pride became a cornerstone of
Kia’s global expansion. At home, it signaled Kia’s return to the passenger car market and
ushered in Korea’s “My Car Era,” when owning a car became part of everyday life.
1990
The Leap from Kia Industries
to Kia Motors
Asan Plant (now AutoLand Hwaseong)
Building on the success of Pride, Kia prepared itself
to take on a larger stage. In March 1990, the company
changed its name from Kia Industries to Kia Motors,
affirming its identity not as a general manufacturer
that also made cars, but as a dedicated automotive
company with a clear vision for the future.
That same year in November, Kia completed
construction of its Asan plant. Built on a vast site of
3.3 million square meters with an annual capacity of
600,000 units, the plant became Kia’s export hub and
strategic base for the decades ahead—especially after
the opening of Pyeongtaek Port in the late 1990s.
Asan Plant completion ceremony
1991
Kia’s First Original Models:
Sephia and Sportage
After introducing Brisa, Bongo, Besta, and Pride,
Kia set its next goal: developing original models.
Sephia, with its rare and refined design for the time, drew attention. Sportage, built with Kia’s own
technology, broke away from conventional off-road SUVs.
It was unveiled at the Tokyo Motor Show in October 1991,
marking a step toward technological independence.
Sportage stood out as the world’s first urban SUV,
reflecting the new consumer needs of the 1990s.
Evolving over several generations, it became
Kia’s longest-running model and a lasting icon of the brand.
Sephia production commencement ceremony
