Ho Sung Song: Leading Kia’s Dramatic Brand Reinvention
The Impact of Individual Leadership in the Automotive Industry
In the vast industrial global companies of the automotive industry, the impact of an individual can still be felt. A prime example of this is Toyota, where the charismatic leadership of Akio Toyoda brought a previously unimaginable human side to the corporate giant throughout the 2010s.
Peter Schreyer: The Figure Behind Kia’s Rise
In the case of Kia, the main figure behind its rise this century was designer Peter Schreyer. Positioned as the de facto leader of the company, Schreyer successfully transformed Kia from a dowdy budget brand to a more aspirational mainstream one.
Introducing Ho Sung Song: Kia’s Charismatic President and CEO
Leading the charge for Kia’s continued progress is Ho Sung Song, the president and CEO of the company. Taking the top job in 2020 after 13 years at Kia, Song has overseen a new brand image that has shaken off Kia’s budget feel for good.
Utilizing the introduction of electric vehicles (EVs), Song has taken bold steps forward. Models like the EV6, EV9, and EV3 have proven to be formidable competitors against more costly and traditional rivals. The EV3, in particular, has the potential to become a default choice in the electric era, much like the Volkswagen Golf.
Kia: Making BMWs for the People
Kia has positioned itself as a manufacturer that produces high-quality vehicles accessible to the masses. With its latest design boss, Karim Habib, formerly from BMW, Kia is creating cars that embody the same level of sophistication and performance as their German counterparts. Additionally, Kia has successfully filled the void left by Ford in producing cars at volume.
What sets Kia apart is its ability to create larger and more expensive cars that people are willing to buy, while still maintaining profitability. This sets Kia’s ceiling much higher than Ford’s.
Ho Sung Song: A Confident and Knowledgeable Leader
Spending time with Ho Sung Song, it’s easy to see why Kia exudes so much confidence. Friendly and hospitable, Song is known for answering questions honestly and directly. His experience in several major global markets, including the UK, has shaped his understanding of the world outside Korea.
Song’s perspective on tariffs and regulations reflects his deep understanding of the industry. He sees tariffs on Chinese-made electric cars imported into the EU as fair game to counter state support. Additionally, he views the UK’s controversial mandate on the sale of electric cars as a positive force that ultimately drives the market forward.
City cars are a crucial part of Kia’s offering in the electric era, ensuring accessibility and affordability. Song is determined to launch a sub-€20,000 model by 2030.
Expanding into the Van Market
Kia’s next horizon is the van market. In January, the company announced plans for a new family of electric vans that will begin production late next year. These vans will be sold in dedicated van dealerships.
Entering the van market at this time is strategic, as electric propulsion is the future, but it will remain a minority choice for longer than cars due to cost and range limitations. Kia aims to start small, learn, and grow as the electric van market expands.
While Europe is the primary focus for vans, Kia recognizes the potential impact in other regions as well. Song envisions a future where small trucks with different beds on the back and a cab on the front replace Korea’s best-selling vehicles like the Hyundai Porter and Kia Bongo.
Challenging Ford in the van market may be Kia’s biggest task yet, but the company’s goal is not just to match the best, but to surpass it.
