2015 Soul EV

March 11, 2014 Steve Kosowski

Kia Motors America

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1. Why EV?

2. Why Soul?

3. What’s New

4. Kia EV roll-out

Contents

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

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

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The Soul EV

Key exterior differences

2-Tone

Fascias

Wheels

Lamps

Grille

Bio materials

Colors

Instruments

Connectivity

Standard CHAdeMO

Charge ports in front

What’s New

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

• 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)

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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

• 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)

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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

Soul EV HVAC

Sweden test center

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

http://www.youtube.com/watch?feature=player_embedded&v=qgU

TBe0knNA

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

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

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

Kia: Confident, Enthusiastic

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THANK YOU

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

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

Soul EV fills void

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Soul EV targets an unserved market Design Comfortable/Refined Utility

• 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

•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