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2015 Soul EV
March 11, 2014 Steve Kosowski
Kia Motors America
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2
1. Why EV?
2. Why Soul?
3. What’s New
4. Kia EV roll-out
Contents
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Why EV for Kia?
• Electrification a long-term plan
• EV: core of Kia “Clean Mobility”
• Kia philosophy “eco-friendly
technologies”
• Address Carbon emissions
Energy security
Climate change
Urban density (Megacities)
• Electrification becoming a
Kia competency EV, HEV
Core of “Clean Mobility” program
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Why Soul? •Unique, iconic, cool – Electrification makes sense
•Nimble size – Fits urban/metro
markets
•Desirable … not another 5-Door C or B-Hatch (Focus, Spark, etc.)
•Package enables battery fitment
•Urban EV . . . metro/city speeds, so aero less of a concern
4
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The Soul EV
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Key exterior differences
2-Tone
Fascias
Wheels
Lamps
Grille
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Bio materials
Colors
Instruments
Connectivity
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Standard CHAdeMO
Charge ports in front
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What’s New
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Many technical changes Battery (Lithium Ion Polymer)
Electric motor (AC S PM)
109 HP, 210 TQ HVAC Brakes (recovers 32% of kinetic)
Aero Tires (SLRR)
Efficiency
Soul EV Uses 1/4 Energy vs. Soul
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1)Battery: Very high energy density - Robust – last long after 1st buyer - Stable DTE
2)HVAC: highly efficient
- Consumes less energy … extends range
3)Bio-based interior materials
- Further reduce CO2 footprint … uses less petroleum
Three Key Topics
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evServices
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• Energy: 27kWh More than Leaf, Focus, Fit, 500, Spark, e-Golf, i3
• Cell-level energy density 200 Wh/kg Cathode: state-of-the-art Nickel Cobalt Manganese
• Soul EV chemistry oriented toward hot climates Less degradation (over lifetime)
• Ceramic coated cell separators Better thermal stability Longevity
Battery
1.Overcharge protection device
(monitors current and
temperature)
2.Fuse for each voltage sensing
line (fusible link)
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• 3-year development • Kia and SK Innovation
• Focus • High energy density • High and low temp performance • Warm climate orientation • Low cost • Light weight • Low degradation • Thermal stability
• Outcome • Exceptional energy density
• Cell-level 200 wh/kg • Power: 27 kWh • Stable DTE • DC fast charge daily • Great cold and hot temp performance
Battery
1.Overcharge protection device
(monitors current and
temperature)
2.Fuse for each voltage sensing
line (fusible link)
13
The electrolyte additive used in
the Soul EV will prevent the
degradation of battery
performance at both low and
high temperatures, expanding
the temperature range of the
battery usage and reducing the
fluctuation of the driving range
according to the weather.
Prismatic cells
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• Cathode: state-of-the-art nickel cobalt manganese Low resistance cathode/anode - more efficient discharge Anode: carbon graphite Lower degradation
• Optimized electrolyte Helps low/high
temp performance Reduces temp-related driving range fluctuation
• Safety Ceramic-coated cell separators Reduced resistance
Overcharge protection device Electrolyte … thermal stability
Battery Tech
1.Overcharge protection device
(monitors current and
temperature)
2.Fuse for each voltage sensing
line (fusible link)
14
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Battery pack, developed jointly over the last three years by Kia Motors and SK Innovation in
Korea, has been engineered for greater efficiency, with optimisation of the electrolyte
formulation designed to maintain the battery’s performance at high and low temperatures.
Low-resistance nickel cobalt manganese cathodes and carbon graphite anodes reduce
electric resistance and allow more efficient energy discharge.
The use of lithium-ion polymer batteries (compared to more commonplace lithium-ion
batteries) allows for greater energy density, with fewer parts and a simpler cell structure,
lower cost production, greater potential for heat management and greater flexibility in terms
of packaging.
Building on Kia’s pursuit of greater vehicle crash safety performance, the battery features a
ceramic-coated separator within the cell itself to protect the unit, as well as overcharge
protection, which monitors electrical current and battery temperature.
Soul EV battery cell
192 of these in 8 modules
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Soul EV HVAC
Sweden test center
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High-Efficiency HVAC
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Outer
air Inner
air
Four key elements 1) Heat pump Uses -27% less energy vs. PTC heater Uses waste heat from power electronics One circuit for heating/cooling
2) Individual ventilation Turn off all but driver’s vents
3) Air induction control Monitors outside/inside temp Manages mix to minimize energy use
4) Appointed ventilation Pre-heat or cool while grid-connected
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Individual ventilation
Driver only
Appointed ventilation
Scheduling
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http://www.youtube.com/watch?feature=player_embedded&v=qgU
TBe0knNA
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10% Bio-Based Materials: 23 parts
*Volatile Organic Compounds / Benzene, Toluene, Xylene
•11-lbs. of Eco-friendly materials (corn, sugar) •Antibacterial pieces (HVAC, switches) •VOC/BTX* free paint
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Soul EV Launch: September 2014
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KMA preparing:
•Processes
•EVSE plans
•Dealer selection
•Training curriculum
•Marketing plans
•Pre-sale processes
•Managing hand raisers kia.com
•Parts, Service, Distribution
Infrastructure Consumer Demand
Regions
Products
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Phased Regional Soul EV Distribution
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CALIFORNIA 89% 78% 77% 89% 79% 76%
NEW YORK 4% 12% 7% 1% 4% 8%
OREGON 0% 1% 2% 9% 5% 5%
NEW JERSEY 0% 5% 4% 0% 3% 4%
MARYLAND 0% 2% 3% 1% 3% 3%
CONNECTICUT 7% 2% 3% 0% 1% 2%
MAINE 0% 0% 0% 0% 0% 0%
MASSACHUSETTS 0% 1% 3% 0% 3% 2%
RHODE ISLAND 0% 0% 1% 0% 0% 0%
VERMONT 0% 0% 0% 0% 0% 0%
1 2
• Phased launch
• Phase 1: Sept 2014 West (California, Oregon)
• Phase 2: March 2015 East (New York, New Jersey, Maryland)
Sep 2014 Mar 2015
? ?
?
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Dealer Needs
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Keys •Right locations •Training
•Balance volume, ROI
•High investment •Chargers •Tools •Training
•Different business model
• No service business
• High customer expectations
• Dealers must find customers
• High lease mix
• Complex incentives, admin
• EV must be worthwhile … incentives, margin is key
Customer knows more than salesman
Traditional ads won’t work
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Kia: Confident, Enthusiastic
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THANK YOU
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APPENDIX
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Researched EV Market Three EV customer types
1) Status 2) Philosophical
3) Pragmatic
Dealer is critical
• Training! • ROI
• Node in EV eco-system
High Education
High Income
Eco-Conscious
High Expectations Engineer $150k/yr EV enthusiast
Philosophical Green evangelist
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Basis: Market Understanding
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• EV Customer • Product • Dealer Needs • EV Market
Soul EV success
•Likes/Dislikes •Range •EV usage •Charging •Processes •Unmet needs •Regional diff.
Early 2010, EV project began
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Soul EV fills void
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Soul EV targets an unserved market Design Comfortable/Refined Utility
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• Again, the battery … • Battery fitment minimally intrudes interior/cargo • Still has class leading passenger volume
Package Engineering
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HVAC
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HVAC: New tech implemented to PS EV to reduce energy usage
1. Heat Pump: utilizes waste heat from air conditioning and electrical systems to improve energy efficiency and heating
2. Individual Ventilation: driver only option to minimize energy consumption
3. Appointed Ventilation: pre-heat or cool vehicle prior to start while plugged in to reduce energy load (only works plugged in)
4. Air Induction Control: control inner/outer air to minimize heater/AC usage
Outer
air Inner
air
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Why EV for Kia?
2012 Ray EV
1986 Besta EV van 2010 Venga EV concept 2010 Pop EV concept 2011 Naimo EV concept
• Kia building EV competency
• Kia is EV brand in HMG
• Kia philosophy “… mobility based on innovative people-oriented, eco-friendly technologies”
• Centerpiece of Kia “Clean Mobility” program and green tech portfolio
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•Soul EV is centerpiece of Kia’s Clean Mobility Program •One of several electrified Kia vehicles •Kia has also engineered other alternative fuel vehicles
•Borrego hydrogen fuel cell vehicle •Optima Hybrid •Ray EV 33
Electrification is Central to Kia’s Clean Mobility