TOKYO — Kia's new global boss, Ho Sung Song, has embarked on a five-year plan to realign the South Korean automaker's world business around electric vehicles and new mobility, all while building a younger customer base and moving upmarket.
And if that makes its bigger sibling Hyundai a little uncomfortable? Well ... so be it.
"I'm just thinking about our strategy," Song told Automotive News last week in his first interview with a Western media outlet. "We want to be more dynamic, stylish and inventive."
It is a breakout moment for Kia, and there may be no one more attuned to the new action plan. Song, previously in charge of global operations and former head of Kia Europe, spent nearly two years developing it before being handed the reins as company president in April.