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Optima Hybrid Powers Kia Into the 'Ecodynamics' KIA MOTORS MAGAZINE Optima Hybrid powers Kia into the ‘EcoDynamics’ era Volume 35 Volume • 2010: A year of milestones in Kia’s ongoing success story • A Chat with Claire Chai, Senior Vice President of Brand & Marketing • Kia Motors 2.0: Engagement through social media • Kia Motors Russia fortifies leading position in the Russian market Winter 2010/2011 _ KIA PLAZA VOLUME 30 01 MESSAGE FROM THE VICE CHAIRMAN “ The Kia brand today finds itself standing at a very important crossroads… ” Greetings to everyone in the global Kia family ! I would like to take this opportunity to express my sincere appreciation for your ongoing support and cooperation in building the Kia business around the world. Your hard work and dedication have not only enabled the Kia brand to steadily rise up the global automotive ranks despite the recent global financial crisis, but also have contributed to laying a strong foundation for continued achievements in the face of fierce competition. The Kia brand today finds itself standing at a very important crossroads both internally and externally. While we have set ambitious internal targets to further expand our global operations through strategically enhancing all of our quantitative and qualitative competencies, we must also confront many changes brought on by the paradigm shift taking place in the auto industry. I would like to emphasize three main pillars of our business that we must strengthen if we are to reach our future goals. First is the successful launch of our new products, which will form the basic foundation for our competitiveness in the market. Next is the need to bolster our marketing activities to continually increase Kia’s brand awareness. And lastly is the continued investment in enhancing our dealer network to ensure improved customer satisfaction in all corners of the world. All of us at KMC are more than prepared to provide you with all of the support needed to ensure continued success during this critical turning point for the Kia brand. Meanwhile, I cordially ask for your ongoing hard work and close cooperation, which will be indispensable if we are to truly show our brand power to customers around the world. I would also like to encourage all of you to continue to be proactive in your daily responsibilities on behalf of the Kia brand in your local markets. In particular, we at KMC would like to see more aggressive pre-marketing activities unfold for our new generation of models, as the competition in the industry is expected to be intensified in the coming year and it is imperative that we make our voice heard loud and clear. I believe that we must start selling even before we produce if we are win top of mind awareness for our new products. There is a saying that one should not become complacent but rather stay alert even in times of smooth sailing. On that note, we should not be satisfied with our current performance. Rather, we must prepare for the future based on harmonious communication and mutual cooperation so that all of us can effectively contribute to realizing our dream of growing Kia into a top global brand in the not so distant future. Yours sincerely, Tae-Hyun (Thomas) Oh Senior Executive Vice President & COO Kia Motors Corporation 02 KIA PLAZA VOLUME 35 COVER STORY ia Motors Corporation recently took another major step towards Optima Hybrid powers Kia K its goal of manufacturing and marketing ‘environment-friendly’ personal transport for future generations. In into the ‘EcoDynamics’ era November 2010, it held the world premiere of the all-new Optima Hybrid sedan at the created using a 1.6-liter gasoline engine blend of performance – acceleration to 62 Los Angeles Auto Show in the USA. and a 15kW electric motor. mph (100 kph) in 9.2 seconds, top speed of Propelling Kia forwards into its More recently, Kia invested ‘EcoDynamics’ era, the Optima Hybrid has approximately USD180 been created primarily with the US market million to develop the eco- in mind. Scheduled for mass production in friendly Forte LPI (Liquid the first quarter of 2011, it employs a truly Petroleum Injection) innovative Kia-developed hybrid powertrain Hybrid. On sale in Korea that delivers a unique blend of high since July 2009, the 4-door performance and class-leading fuel efficiency. sedan was Kia’s first commercialized hybrid Hybrid cars and ‘EcoDynamic’ features are electric vehicle (HEV). not entirely new to Kia, but the new Optima Hybrid raises Kia’s green credentials to a Kia’s first-ever hybrid for new level. Earlier Kia hybrids were based customers outside Korea on its smaller family cars, such as the Rio, For North America, the and were manufactured in small numbers 2011 Optima Hybrid is the for use as research vehicles and Kia’s first-ever hybrid and ▶ The Forte LPI Hybrid is the world’s first hybrid vehicle to run on technology demonstrators. Later prototype uses a ‘full parallel hybrid liquid petroleum gas. hybrid versions of the Soul and cee’d were system’ to deliver a unique KIA PLAZA VOLUME 35 03 COVER STORY 121 mph (195 kph) – and fuel economy, Seamless driving for everyday motoring functions as a generator to re-charge the achieving a 40.7% mpg improvement When setting off, the Optima Hybrid battery pack if the state of charge is low compared with a regular Optima. operates in Electric Mode. As vehicle and when the car is stationary. speed rises, the Hybrid Starter motor/ Throughout the entire driving experience – “In 2011, Kia Motors will be proud to start Generator (HSG) starts the gasoline in everyday motoring and under all sales of its first-ever hybrid to consumers engine and the clutch is closed, allowing conditions – the entire hybrid operation is in the the North American market,” the engine to take over the task of automatic and seamless. comments Hyoung-Keun Lee, Vice Chairman propelling the car. The electric motor of Kia Motors Corporation. “The new switches into hybrid operation and An unusually responsive and rewarding Optima Hybrid is packed with innovative serves as both a secondary engine drive is guaranteed by the Optima Hybrid’s technologies that demonstrate Kia’s (during full acceleration and hill- 30kW Interior Permanent Magnet (IPM) on-going commitment to investing in climbing) and a generator to recharge synchronous electric motor, which R&D and to developing environmentally the battery pack as necessary. Whenever produces 40.7 ps and 205 Nm of torque friendly vehicles for the future. The Optima the car comes to a stop for more than a from 0-to-1,400 rpm in electric mode, and Hybrid delivers a fully automatic, seamless few seconds, the gasoline engine the combined (electric motor plus and enjoyable drive, together with real- automatically shuts off to completely gasoline engine) hybrid powertrain boasts world benefits for our customers.” eliminate emissions. output of 209 ps and 265 Nm. The Kia Optima Hybrid is equipped with an State-of-the-art, high power battery pack ingenious, simple and cost-effective ‘parallel Kia’s Optima Hybrid employs a lithium hybrid system’. The 2.4-liter gasoline engine polymer battery array developed in is mated to a small electric motor and drives partnership with LG Chem. Lithium the front wheels via a six-speed automatic polymer offers the benefits of lithium-ion transmission – without the traditional (used in laptops and cell phones), but adds torque converter. A special clutch is fitted robustness and packaging flexibility, between the gasoline engine and the making it ideal for automotive applications. electric motor, enabling the gasoline engine These new batteries provide an optimum to be de-coupled from the powertrain so ▶ The center console display shows the energy flow balance between power delivery, energy that Optima can be operated in zero- from the motor and instantaneous fuel economy density and thermal stability. while the Earth icon changes in size depending emissions, full-electric drive mode from on the level of eco-friendly driving achieved. standstill up to 62 mph. Furthermore, the Compared with nickel-metal hydride system’s configuration does not require batteries, lithium polymer batteries are a high-capacity electric motor and generator, When braking, the electric motor converts 20-to-30% lighter, occupy 40% less thereby saving weight and cost. kinetic energy into electricity for storage in volume and are 10% more efficient. They the battery pack. The 8.5 kW HSG also also hold their charge for 25% longer and are so reliable that the Optima’s battery pack will not need replacing during the vehicle’s lifespan of at least 10 years and 150,000 miles. Using this new type of battery enabled Kia engineers to create a lighter, more compact power source – with a 34 kilowatt output and weighing just 43.6 kg (95.9 lbs) – to minimize intrusion of the Optima’s trunk space. The complete hybrid system is controlled by the Optima’s Hybrid Control Unit (HCU) which acts as the car’s mastermind and integrates the smooth operation of the engine’s ECU, transmission’s TCU, battery management system (BMS), and low voltage converter (LDC). This central ▶ Our engineers succeeded in developing our very own electric motor using in-house developed proprietary technologies. nervous system also gives the Optima ‘Fail-Safe’ back-up capability and a ‘Limp- home’ mode. 04 KIA PLAZA VOLUME 35 COVER STORY Optimized Theta gasoline engine Taking advantage of the instant and continuously available torque from the electric motor, Kia modified its popular 2.4-litre Theta II engine to maximize efficiency and achieve 10% fuel savings over a regular Theta engine. ▶ Engineers discuss the design of the active air flap, an innovative feature that efficiently controls the amount of air that enters the vehicle, thereby improving fuel efficiency and environmental friendliness of the Optima Hybrid.
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