• Kia breaks ground with flagship EV9 SUV, Hyundai Motor Group’s first model to offer on-demand features and over-the-air (OTA) software updates
• The EV9 is poised to lead the charge into a new era of Software Defined Vehicles (SDV) with unified software systems and integrated controller technology
• Newly launched Kia Connect Store enables customers to update their vehicle anytime and anywhere, with features such as Remote Smart Parking Assist 2 and Lighting Pattern
• Kia Connect Store will gradually expand offerings to include digital products that align with customer preferences in entertainment, gaming, and sound

Kia today introduced its Software Defined Vehicle (SDV) technology through its EV9 SUV’s on-demand features and over-the-air (OTA) software updates, allowing customers to remotely purchase and install new software functions based on their needs. Kia, which is affiliated with Hyundai Motor Group, has recently launched its flagship electric SUV, the EV9. Notably, it is the Group’s first model to offer a range of digital features and services accessible via the Kia Connect Store^[1].

The EV9's electrical/electronic (E/E) architecture allows for OTA software updates, giving customers the added flexibility to select the features they want to upgrade. In addition to innovative experiences, such as Highway Driving Pilot (HDP)^[2], which provides conditional Level 3 autonomous driving, further on-demand services will be continuously introduced through the Kia Connect Store, providing personalized experiences and new value for customers through advanced SDV technology.

Hyundai Motor Group's future roadmap for SDV, announced last October at the Unlock the Software Age event, highlights the safe and comfortable freedom of movement offered by software. Upgradeable software can enhance vehicle functions, including safety, convenience, connectivity, security, and driving performance, to offer innovative customer experiences. By embracing the latest technology, Kia is providing customers with personalized, cutting-edge experiences and paving the way for a new era of mobility.

On-demand services and OTA software updates usher in the era of SDV

Kia’s introduction of the Kia EV9 marks a big step forward for the SDV era. One of the most notable features of the EV9 is its expanded OTA software update capability. Unlike previous models, the EV9's OTA software update capability allows for updating not just the vehicle’s core components but also its convenience features, providing the EV9 with endless possibilities as an SDV.

With the expanded OTA software update capability, various functions and convenience specifications can now be added or updated without requiring a separate equipment connection to the vehicle. This is possible through wireless communication between the cloud server and the vehicle, enabling control unit software updates without customers having to visit a service center.

The integration of vehicle control units into four functional areas, based on a domain centralized architecture, is in line with the Group’s SDV strategy. This integration process has significantly reduced the number of control units, providing a robust technological foundation for efficient vehicle function and performance upgrades.

Customers can customize features anytime, anywhere through the Kia Connect Store

Kia is taking a step further in providing a personalized vehicle experience to its customers. The company recently announced the introduction of Hyundai Motor Group’s first-ever on-demand service with the Kia EV9, which will be available through the Kia Connect Store.

The Kia Connect Store offers a range of features, such as Remote Smart Parking Assist 2, which enables drivers to park and exit their vehicles remotely. The store also offers a feature called Lighting Pattern, which provides five different display modes for the two clusters of small cube lamps affixed to the SUV’s front. The ultimate goal is to provide a wider range of high-tech features in the future.

Customers are met with unprecedented freedom and flexibility to choose and purchase the features they want at any time and from any location. With the Kia Connect Store website, customers can effortlessly browse and select the features they desire, without being bound by the constraints of their initial purchase specifications.

Kia's unwavering commitment to expanding customer choice and providing lifetime usage products is evident in its focus on catering to the unique needs of its diverse customer base, including those who opt for leasing, rental, and used car sales. The company is devoted to developing on-demand services that are personalized to individual lifestyles and enable customers to directly customize their products, further enhancing their driving experience.

Hyundai Motor Group's Mission to Push the Limits of Vehicle Customization and Drive Forward Technological Advancements

Hyundai Motor Group is dedicated to continuously advancing the latest mobility technologies. To that end, the brand places an emphasis on creating products and services that empower customers to express their individuality and enhance their entertainment options.

Such features include entertainment-related services like movies, games, and video conferencing, which are highly relevant in the context of mobility as a living space. Additionally, in response to the trend towards personalization, the Group plans to further develop products and services that allow customers to express their individuality through displays, sound, lighting, and other means.

Hyundai Motor Group remains dedicated to exploring new avenues to elevate the mobility experience for its customers. Starting with the Kia EV9, Kia, alongside its sister brands Hyundai and Genesis, aims to accelerate its journey towards SDVs and bolster associated technologies, ultimately providing unparalleled mobility experiences to its valued customers.