Kia Celebrates 80th Anniversary with Release of Official Company History
Unveils Concept Car "Vision Metaturismo"
Chung Euisun: "We Will Move Forward, Learning from the Past"
At the Kia 80th anniversary event on December 5, Hyundai Motor Group Chairman Chung Euisun described Kia as "a brand with the potential of an unpolished diamond," defining Kia's limitless possibilities in these terms. He emphasized that Kia would continue the founder's spirit of challenge and prepare for a new leap forward.
Chairman Chung stated, "Kia possesses a primal, strong, and distinctive DNA," adding, "If we refine that DNA well, the company has the qualities to become a brilliant gem."
He also shared his special sentiments regarding Kia's 80th anniversary. "We have experienced many ups and downs in the past," he said. "There is still a long way ahead, so I feel a great sense of responsibility to do well. I believe we must move forward by learning from both our past successes and mistakes."
In the past, Kia faced an unprecedented situation of a "debt moratorium" during the 1997 Asian financial crisis. In 1998, Kia was acquired by the former Hyundai Group, becoming part of the Hyundai corporate group. Under the leadership of Honorary Chairman Chung Mongkoo, Kia underwent rigorous quality improvements and a transformation of its brand image, achieving a turnaround to profitability just one year after the acquisition by Hyundai Motor Company.
Hyundai Motor Group Chairman Chung Euisun (fourth from left), Kia President Song Hosung, and CEOs and executives from all affiliates are taking a commemorative photo at the Kia 80th anniversary ceremony held on the 5th at Kia Vision Square in Yongin, Gyeonggi Province. Photo by Yonhap News
Chung Euisun was appointed as President and CEO of Kia Motors in 2004, leading Kia's transformation as it began its full-fledged ascent as a global company. He recruited world-renowned designer Peter Schreyer to spearhead design management, laying the foundation for "Design Kia."
In 2021, Kia boldly changed its corporate identity, including its name, logo, slogan, and brand colors. Alongside the name change, the company restructured its business to focus on eco-friendly future mobility centered on electric vehicles.
In particular, the purpose-built vehicle (PBV) lineup, tailored to user demand, was reborn as a model inheriting the heritage of the multipurpose "Bongo" vehicle that traversed the roads in the 1980s.
On the 5th, Kia unveiled the concept car 'Vision Turismo,' showcasing the brand's future direction at its 80th anniversary event. Photo by Kia
Meanwhile, at the 80th anniversary event, Kia also unveiled the concept car "Vision Metaturismo," which presents the future direction of mobility, along with the company's official 80-year history book.
The Vision Turismo concept car embodies the brand's vision of dynamic driving and comfortable mobility, showcasing the direction of future Kia vehicles. Kia equipped this concept car with three digital driving modes utilizing an augmented reality head-up display (AR HUD), allowing for an immersive driving experience.
On the first floor of Vision Square, where the commemorative event was held, an exhibition space was set up to provide an overview of Kia's 80-year history. Seventeen vehicles were displayed, including the "3000riho," Korea's first domestically produced bicycle completed in 1952, as well as iconic long-running models such as the Sportage and Carnival. Notably, the "People and Heritage" section of the exhibition highlighted the leadership story of Hyundai Motor Group Honorary Chairman Chung Mongkoo, who emphasized quality management.
Kia also released its official company history book, "Kia 80 Years," which chronicles the past eight decades. This is the first historical record published since joining Hyundai Motor Group and comes about 30 years after the company released its 50th-anniversary publication in 1994.
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