Kia Soul EV August 26, 2015 Created by Kia Motors America/ Product Planning Presented by Kia Motors Manufacturing Georgia/ Public Relaons • Why Soul EV? • What makes Soul EV exceptional? • Who is buying Soul EV? • What’s next? Why Soul for EV? 3 • Soul is cool, iconic Kia model … desirable • Build on Soul name/awareness • The package • Space under floor for battery • Interior room: Utility and function that other EVs don’t have • Global: Soul’s size/footprint works in US, EU and Korea What Makes Soul EV Exceptional? 4 Iconic Design 93-Mile Range, Battery Technology § Best-in-Class range § Energy: 27 kWh § Density: 200 Wh/kg Efficiency Technology § Heat pump HVAC § Super Low Rolling Resistance (SLRR) tires § Compact power electronics packaging (saves weight/space) UL Validated Bio-Materials § 53-pounds of bio-based interior parts (10%) NVH, Ride, Handling, Comfort UVO Telematics and Infotainment State-of-the-Art Battery 5 • Positioned under the car § Safe § Less intrusive § Lower center of gravity Charging Performance § 480v DC: 33-min § L2: 4-5-hours § L1: 24-hours 93-Mile, Class-Leading Range 6 93-miles 84-miles Soul EV 93 500e 87 MPGe: B-Class 87 City: 120 Leaf 84 Highway: 92 e-Golf 83 Combined: 105 Spark EV 82 i3 81 Focus EV 76 i-MiEV 64 60 65 70 75 80 85 90 95 Differentiation from Gas Soul 7 Gas EV Front/rear fascias 6 colors Grille hides charge ports Wheels Lightweight, aero Lights Projector headlights LED taillights Badging 2-Tone colors Two grades: Soul EV, Soul EV + Black Silver Key interior differences üColors üInstruments üBio materials üConnecvity Differentiation From Gas Soul 9 EV Gas 9 • Light 2-tone gray color scheme • White accents • Center stack • Shier surround • Door trim • OLED cluster – Kia 1st applicaon • UL validated bio-based materials Instrumentation / UVO EV Services 10 UVODifferentiation app From Gas Soul 11 • Schedule climate, charging • Charge status/notification Who Buys Soul EV? Soul EV Demos 15 • Age: 45-54 • Male (73%) • Married (79%) • Income: $125k-$150k • Bachelor’s or Post-Grad (79%) • Occupation • Executive/Managerial (19%) • Engineer (17%) • Self-employed (12%) • First time buying a Kia (86%) • First time buying an EV (86%) 70% Trades from Leaf Top 5: • Leaf • Civic • Volt • CR-V • Prius Soul EV Changed Owners’ View of Kia 16 60% 54% 50% 44% 40% 35% 30% 22% 20% 20% 9% 8% 10% 7% 0% 2% 0% Poor Fair Good Very Good Excellent BEFORE you bought Soul EV Now: AFTER Soul EV Q: What was/is your view of Kia brand? Before Soul EV: 28% Very Good/ Excellent After Soul EV: 89% Very Good Excellent Source: KMA Soul Early Buyer Study (N: 117) • Very Good or Excellent? • Before Soul EV: 28% à After Soul EV: 89% Media Agrees With Soul EV Owners! 17 Best Eco-Friendly Vehicle Top Rated® Hybrid/ MotorWeek's Drivers' Choice Awards Electric Vehicles Best Value in America Electric/Plug-In Hybrid Vincentric What’s Next Study Additional Markets 19 Oct. 2014 April July 2015 Future CA only CA and GA OR, WA, TX, HI TBD WA Studying ü NY OR ü NJ ü MA ü MD ü CT CA GA TX Wireless Charging Wirelessly Transfer Energy to Recharge Summary 22 •Soul EV one of three best EVs in world • Model S, BMW i3 •Highly compeAAve • Range leadership • Battery Tech • Telematics • Refinement • Value •Soul EV is just the beginning à We are invesAng for electrified models in the future Thank You APPENDIX Soul EV Price 25 $42,400 $40,000 $38,000 $36,000 $35,9500 Soul EV + SL $35,120 $34,000 $33,950 $32,000 Soul EV SV $32,100 $30,000 S $29,010 $29,170 $28,000 Soul EV Leaf Focus EV i3 • Soul EV MSRP is premium to Leaf, Focus EV • Soul EV not offered with stripped version • Content/strengths, execuAon support a premium •Range • Baery tech •Std DC fast charge • Std 6.6kW on-board charger •Std navi • Std UVO telemacs •Std heat pump HVAC Vs. Nissan Leaf 26 Weaknesses Strengths (-) Polarizing design/style (+) Design/style (-) Range (84-miles) (+) Range (93-miles) (-) Baery chemistry (+) UAlity/funcAon (-) Baery size (24 vs. 27) (+) Baery chemistry (-) Motor whine (+) Less motor whine (+) More TQ (-) No telescopic column (+) More rear leg and head room (-) DTE calculaons (+) Standard DC fast charge (+) DC fast charge daily (+) More stable DTE (+) Cooled seats available (+) UL-validated eco materials (+) Std alloys, heated s/wheel, 6.6 charger Vs. Focus Electric 27 Weaknesses Strengths (-) Range 76-miles (+) Design/style (-) Baery energy: 23 kWh (vs. 27 kWh) (+) Range (93-miles) (-) No DC Fast Charge (+) Baery chemistry (-) Package – Aght rear seat and cargo space (+) Less motor whine (-) Cargo room (15 vs. 19) (+) More TQ (-) Design - undisnguished (+) More front/rear head room (-) Motor/regen control (+) More cargo room (-) Old tech (baery, no heat pump) (+) Standard DC fast charge (-) Heavier than Soul EV (3,632 vs 3,350) (+) DC fast charge daily (-) TQ: 184 (vs. 210 in Soul EV) (+) More stable DTE (-) Gauges (in cluster, hard to read) (+) UL-validated eco materials (-) MyFordTouch (+) Cooled seats Soul EV 36-Mo. Lease: $249, $279 28 Miles: 48k Miles: 36k Down: $2,009 Down: $1,999 Miles: 48k Miles: 36k Down: $2,009 Down: $1,999 Partnership with Greenlots 29 • DC fast charger requires networking • Control access/ pricing • Monitor usage • Cloud-connected • Kia network partner: Greenlots • Card, or app • Soul EV customers get “ChargeUp” card • Like EZ-Charge, or ChargeNow • DC chargers can be on PlugShare • The Yelp of charging space Media 30 “While the Nissan Leaf remains the EV bestseller, proving the adage that first to market wins, Kia has leveraged what’s been learned in the four years since the Nissan Leaf and Chevrolet Volt were headline news, and it plays to their weaknesses by offering better electric range, more space, a quieter cabin, and a thorough thinking through of small details that elevate the driving experience without compromising its eco mission.” Kia Soul EV Range For our Best Eco Friendly choice, we’re delighted to award it to an all- Refinement electric vehicle for the first time, the Kia Soul EV. It’s the first mainstream Dynamics EV that we want to live with, day in and day out, as a family vehicle. The Content Soul’s small-crossover size, with Materials plenty of space for both passengers and cargo, and its unique features, all Package come wrapped in the coolest exterior of any EV on the road. The latest Telematics Soul’s mature makeover makes for a Value much more pleasant interior experience too, without losing any of the youthful flare of the original. .