Group 1 - The core message of the brand film "Soaring from the Heart" is to convey the idea that Kia aims to be a life companion for consumers, transforming from a car manufacturer to a partner in their lives [1][2] - The film highlights ordinary people's stories, emphasizing emotional connections and the importance of understanding consumer needs, aligning with Kia's brand philosophy of "user-centric" [1][2] - Kia recognizes the increasing emotional demands of consumers in the rapidly growing Chinese automotive market and aims to address this challenge through storytelling and relatable narratives [1][2] Group 2 - The film illustrates the evolution of Kia's role from a traditional car manufacturer to a co-builder of life experiences, showcasing various models from traditional fuel vehicles to the new EV5 electric vehicle [2] - Kia adopts a long-term development strategy, viewing brand management as a marathon, focusing on creating high-value experiences based on user needs to remain competitive in the intensifying market [2] - The release of "Soaring from the Heart" serves as a catalyst for Kia to reshape its brand image in China, adhering to the strategy of "in China, for China" to provide warmer and more sincere diversified experiences for users [2]

Core Perspective - Kia aims to redefine its brand value by focusing on user needs and becoming a co-builder of users' lives, rather than just a high-quality automobile manufacturer [1][3] Brand Strategy - The new brand declaration "Kia, Driven by Heart" marks the beginning of Kia's brand renewal journey in the Chinese market, emphasizing emotional connection and user experience [1][3] - Kia collaborates with renowned director Gu Xiaogang to produce a brand film that explores the relationship between "heart" and "action," highlighting the brand's warmth and humanistic sentiment [1][3] Film Concept - The brand film, themed around dreams and love, tells stories of ordinary individuals, such as a rural teacher and a supportive father, showcasing the beauty found in everyday life [3][5] - Gu Xiaogang, known for his unique aesthetic and attention to humanistic details, aims to present genuine emotions through relatable narratives, aligning with Kia's user-centered philosophy [3][5] User Engagement - Recent shifts in Chinese consumers' emotional focus from success to the appreciation of everyday happiness have been recognized by Kia, prompting the creation of the brand film to resonate with these sentiments [5][6] - The film aims to reflect the daily lives of ordinary people, allowing viewers to see themselves in the stories and feel the warmth of Kia's brand companionship [5][6] Brand Experience - The upcoming brand film is positioned as a starting point for Kia's brand renewal and a redefinition of user value, inviting consumers to explore the infinite possibilities of "Driven by Heart" [6]

Group 1 - Kia America reported April sales of 74,805 units, achieving a record high [1]

Group 1: Sales Performance - Kia achieved a global sales record of 3.09 million vehicles in 2024, marking a historical high, particularly in North America and Europe [2] - In Q1 of this year, Kia's global sales exceeded 772,000 units, setting a record for the same period, with a year-on-year increase of 13% [1] Group 2: Strategic Initiatives - Kia plans to enhance brand recognition, optimize product strategy, strengthen quality construction, and expand channels by 2025, focusing on transformation investments [1] - The new brand slogan "Kia, Driven by Heart" will be launched this year to highlight the core advantages of safety, quality, and companionship [2] Group 3: Product Development - Kia intends to launch three new products next year and plans to introduce new electric models, including sedans and mid-to-large SUVs, to embrace the electric vehicle trend in China [3] - Investments of 188 million yuan will be made to upgrade smart factories and improve customer satisfaction through various quality management initiatives [3] Group 4: Channel Strategy - Kia has adopted an omnichannel strategy, integrating online and offline services to enhance user experience and service accessibility [4] - Strategic partnerships with JD.com and Tmall for after-sales services aim to expand service networks in underdeveloped cities [4]