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Corporate sustainability covers
a breathtakingly wide range of
issues, from product design,
materials and production
methods, and extending to all
corporate functions. Sustainability
is a philosophy, most of all, it’s
a commitment. At Kia, we call it
‘EcoDynamics’.
Research &
Development
Today’s carmakers face a formidable array of challenges to their sustainable
growth. Every day we deal with the reality of rising energy costs, declining oil
reserves, uncertain supplies of alternate energy and, most important, constant
pressure from the public to produce eco-friendly products that address their
global warming and other environmental concerns. On top of all this, government
regulations regarding vehicle emissions vary from country to country, and are
constantly strengthening.
Working Together for
a Better Future
Given such economic, social and environmental circumstances, Kia Motors knew
that it had to develop a coherent and coordinated strategy. We launched the
‘EcoDynamics’ green brand in 2008 to provide focus both for ourselves and our
external stakeholders. With the launch, we declared Kia’s intention to promote
green transportation in all markets, and to make Kia one of the world’s top four
green car producers through expanded investment in production platforms, new
technology and R&D.
We first launched the Forte LPi hybrid in September, 2009, simultaneously
unveiling plans for the step-by-step release of more green cars through 2012. This
schedule included the introduction of the Optima (K5) Hybrid, which was unveiled
in the US in November 2010. In 2011, we expect to complete the development of
a CUV electric vehicle, while in 2012 Kia will devote R&D resources to developing
mass-production hybrid and all-electric cars as well as hydrogen fuel cell vehicles.
882
988
796
2009
2008
2010
R&D Investment
(Unit: KRW billion)
Non-consolidated basis
42 COMPONENTS OF SUSTAINABLE GROWTH 43
KIA MOTORS ANNUAL REPORT 2010