Driving Global Growth

To establish itself as a leading global brand, Kia set out to strengthen its sedan lineup.

In October 2009, K7¹ introduced a new design philosophy and naming system.
The following year, K5 debuted with sleek, dynamic styling that drew acclaim not only in Korea
but also in overseas markets.


If the K series helped communicate Kia’s evolving
design philosophy and brand identity to the public, the launch of Stinger in 2017 raised the
brand to a new level. As Kia’s first high-performance model, Stinger made a lasting impression
with authentic sports car-like performance and driving dynamics.

In the 2000s, tightening global environmental regulations accelerated the automotive industry's
shift toward eco-friendly innovation. Kia, having already strengthened its sedan lineup and
market presence, now turned its focus to greener technologies.


In May 2011, Kia launched K5 Hybrid, the world’s first car to adopt a 270V lithium-ion polymer battery.
In 2016, with the debut of the dedicated hybrid SUV Niro, Kia made eco-friendly driving
accessible to a wider audience. Kia also began preparing for full electrification in earnest,
introducing models like Soul EV in 2014 and Niro EV in 2018.

In 2014, Kia celebrated its 70th anniversary by surpassing 30 million units in cumulative
global sales¹ and 3 million units in annual production²—underscoring its growth on a
truly global scale. This momentum was supplemented by numerous quality milestones,
such as taking first place in Auto Bild’s 2015 quality survey in Europe and becoming the
first Korean brand to top the J.D. Power Initial Quality Study³ in 2016.


These twin achievements of spectacular quantitative growth and quality improvement were the fruits of
Kia’s relentless drive for global management and brand innovation since the 2000s.
Building on this foundation, Kia firmly cemented its position as a truly global company.

In the early 2000s, China’s booming auto market became the stage for fierce global competition.
Riding the momentum of Qianlima’s success, Kia planted deeper roots—opening a second plant
in December 2007 and rolling out models like Cerato, Rio, and Sportage that steadily won over
Chinese drivers. With momentum gaining pace, a third plant was up and running in 2014,
and in 2016, Kia had reached its peak in China with more than 650,000 cars produced and
sold in a single year. However, as competition intensified, Kia’s presence in China entered
a new phase marked by rising challenges.

After a period of stagnation, Kia began rethinking its
joint venture and market strategy, setting the stage for another leap forward.

While Kia was enjoying rapid export growth and steadily expanding its overseas production
footprint, India remained a tough market to penetrate. Despite its vast market potential,
high import tariffs posed a significant barrier to entry—until Kia’s decision to establish a local
manufacturing plant marked a pivotal breakthrough.

In 2019, Kia inaugurated its state-of-the-art plant in
Anantapur and introduced Seltos to the world for the first time. The success of ensuing models like Sonet, Carens, and EV6—each designed with local preferences and advanced features in mind―was a clear sign that Kia’s bold strategy was
paying off.

By July 2023, Kia became the fastest automotive brand in India to surpass sales of
one million cumulative units, securing its position as a major player in the Indian market.

In 2018, Kia introduced a new regional headquarters system, marking a turning point in its
global management strategy. A more market-oriented framework opened the door for vehicles
better tailored to specific regions. Telluride was one of them, designed from the very beginning
with American tastes in mind. Launched in February 2019, Telluride quickly garnered strong
demand, selling more than 70,000 units in its first year.

Kia’s Super Bowl commercial that
same year highlighted how Telluride, built in Georgia, had become a symbol of pride for the
local community. In 2020, Telluride made history as the first Korean car to win
World Car of the Year¹, establishing its name in global markets beyond North America.