Kia 2009 Annual Report Download - page 25

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2009 witnessed a sea of change in the attitudes of the car-buying public. Although
so-called ‘green cars’ had been available for several years, the combination of high
energy prices, stricter government regulations, policy support for environmental
technologies and concern over global warming all ignited a sharp rise in demand for
environmentally-responsible passenger vehicles.
Sales of hybrid cars experienced higher growth rates than any other vehicle class, and
public interest in plug-in electric cars and fuel cell technologies increased signicantly.
In response, Kia Motors has prepared an ambitious roll-out program that will see
our lineup of ‘EcoDynamics’ vehicles introduced in waves each year until 2012. Kia’s
commitment to reduced environmental impact and care for the earth will be embodied
in the development of the EcoDynamics brand. It is our hope that one day these
vehicles will comprise the largest share of Kia’s worldwide auto sales.
Using technology developed by Kia’s own R&D teams, Kia Motors launched the Forte
LPi Hybrid vehicle in 2009. It is the rst commercial production car in the world to use
an LPi engine, making it one of the breakthrough vehicles of the green automobile era.
In addition, the Optima Hybrid, powered by a gasoline electric hybrid system exclusive
to Kia Motors, will be introduced into the North American market in 2010. In 2011, Kia
will release its next-generation of eco-cars in Korea, and by 2012, we plan to apply
Kia’s exclusive Flexible Hybrid System (FHS) to the production of the world’s most
fuel-efcient vehicles. For the North American market, Kia’s engineers are working
hard to prepare a Zero Emission Vehicle that can be recharged from a standard
household outlet.
Beneath our vehicles’ obvious R&D capacity lie countless engineering
and technological innovations that drivers often do not recognize,
but appreciate nonetheless. Kia invests heavily in R&D because
we know that while eco-friendly design is crucial to winning the
customer over, years of reliable performance are the key to bringing
the customer back.
Research &
Development
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 (%)

(KRW in billions)
2007
779
2008
882
2009

4.9 4.3
5.4
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
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REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009
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REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009
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