April 20, 2024

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[THE INVESTOR] Kia Motors, South Korea’s second-largest auto manufacturer, launched the third-generation Smart Compact All New Morning at a media showcase on Jan. 17.

According to Kia Motors, it developed the latest model with the aim of producing a compact car that has enhanced safety with a stronger body structure combined with smart technology.

 

Kia Motors President Park Han-woo (right) and Executive Vice President Kim Chang-sik pose at the launch of the Smart Compact All New Morning at Dongdaemun Design Plaza, central Seoul, on Jan. 17. Kia Motors

“We were able to create the All New Morning that is more spacious, more convenient, and safer than the previous compact cars by applying cutting-edge technology,” said Park Han-woo, president of Kia Motors at the media showcase held at Dongdaemun Design Plaza in central Seoul.

“Among Kia’s key strategic models, the All New Morning will spearhead them, targeting the global auto market where competition is high,” Park added. 

The latest lineup is the first in six years since the automaker released the second-generation model in 2011.

Kia Motors highlighted the improved safety aspects of the compact vehicle. 

Kia has expanded the use of high tension steel in the model by 44.3 percent, which is the highest among compact cars.

High tension steel also decreases the weight of cars.

To strengthen coherence between car bodies, Kia applied a total of 67 meters of structural adhesive, compared to the 8 meters used previously. 

The All New Morning is also equipped with advance high tech safety systems.

Its autonomous emergency braking system, which automatically brakes when it senses a possible collision with the vehicle in front, is the first ever to be installed in a compact vehicle.

Built-in advanced safety features of the car include a forward collision warning system that senses the distance between the car and the vehicle in front, notifying the driver of a possible crash. There is also an emergency stop system, which alerts the vehicle at the back of an emergency situation by turning on the stop lamp and emergency lights in case of quick braking.

The new model of the Morning series is priced between 10.7 million won ($9,100) and 14 million won and comes in five different trims.

“When comparing the All New Morning’s Luxury trim with the Chevrolet Spark LT+, the former is over 1.87 million won more profitable, if you have owned the car for more than five years,” said Seo Bo-won, a marketing director of Kia Motors. 

“When compared to the Deluxe LS, profitability exceeds 2 million won,” Seo added. 

The latest lineup also demonstrates 5.9 percent better efficiency at 15.2 kilometers per liter compared to previous models, with maximum output of 76 horsepower and maximum torque of 9.7 kilograms per meter, Kia said. 

According to Kia Motors, its domestic target sales for the All New Morning is 85,000 units, out of which 4,035 units have been sold as preorders between Jan. 4 and Jan. 16. 

The automaker plans to debut the All New Morning in the global auto market at the Geneva Auto Show in March, with an aim to reach its worldwide sales target of 145,000 units. 

By Kim Bo-gyung/The Korea Herald (lisakim425@heraldcorp.com)