Kia seals deal to offer ride-hailing to drivers

Kia Corporation and Uber have signed a memorandum of understanding (MoU) at this week’s Consumer Electronics Show (CES) in Las Vegas, committing the two companies to collaborate on Kia’s planned development and deployment of ‘Platform Beyond Vehicle’ (PBVs).

To enhance electric vehicle offerings available on Uber’s mobility platform and support the global ride-hailing leader in achieving its 2040 zero-emission goal, the partnership will seek to produce Kia PBVs optimized for drivers and fleets as part of Kia’s strategy in this field of the mobility market.

President and Chief Executive Officer, Kia North America, and Kia America, SeungKyu (Sean) Yoon, said: “PBVs will play a key role in the customisation of mobility, and by partnering with Uber, Kia aims to deliver industry-leading technology with advanced software and services to enhance the ride-hailing experience.

“Drivers on the Uber platform will also have the ability to choose Kia vehicles with a comprehensive suite of offerings that will ease the ramp-up of electrification and help achieve both Kia’s and Uber’s sustainability goals.”

In a statement by Marketing Manager, Dana Motors Limited, Jimoh Olawale, said the intentions of the collaboration are for Kia to identify optimal specifications for PBV models, with the possible further integration of technology and services to benefit drivers and ride-hailing users alike. The partnership’s goals also extend to the creation of proofs of concept, prototypes, and the production of PBVs tailored to the needs of drivers who use the Uber platform.

Head, PBV Division, Kia, Sangdae Kim, said PBVs will play a key role in the transformation of mobility. This collaboration will enhance Kia’s PBV development, with optimized vehicles for drivers’ and riders’ needs.

Kim said this will focus on advanced software and services, with the integration of interactive In-Vehicle Infotainment and advanced safety technology.

New driver and passenger experiences could be facilitated through the development of optimized operational solutions, building connected car experiences for all. Personalized riding environments, including climate and sound control, and interactive rear-seat entertainment systems, may also follow.

Kia and Uber will collaborate on ways to moderate the total cost of vehicle ownership by analyzing the various PBV options and potential Battery-as-a-service (BaaS) subscription offerings to reduce initial vehicle purchase costs.

Bringing benefits to Uber and drivers alike, the collaboration will also see the growth of the Kia Flex programme in North America, with global expansion planned for the near future.

Currently in operation across several states in the U.S., Kia Flex allows drivers to choose Kia vehicles for use on the Uber platform. The expansion of Kia Flex will offer drivers on the Uber platform a comprehensive vehicle package, including EV options, insurance, and maintenance.

Vice President, Global Head, Business Development, Uber, Susan Anderson, said: “Drivers on the Uber platform are already EV early adopters, going electric six to seven times faster than the general population in the US and Europe.

“That’s great for all of us because when a rideshare goes electric, communities see three to four times the emissions benefits compared with an average driver making the switch.

“By teaming up with Kia and providing our insights, we aim to broaden the appeal and lower the cost of electric vehicles, making them a more natural choice for more drivers.”

The application of Kia Connect diagnostic and preventive services will drive operational efficiencies by using data-driven solutions to detect signs of potential malfunctions, minimizing maintenance outlay and downtime.

Meanwhile, Kia Corporation is supporting the Australian Open 2024 (AO24) – the prestigious tennis Grand Slam event of the Asia-Pacific region through the supply of a fleet of official tournament vehicles, including its award-winning all-electric models EV9 and EV6.

Kia is also organizing a series of fan engagement activities that highlight its commitment to electrification and mark the company’s twenty-year partnership with brand ambassador Rafael Nadal.

As the major partner of AO24, the brand held an official vehicle handover ceremony at Melbourne Park on January 11, attended by Kia personnel and Tennis Australia executives. During the vehicle handover ceremony, a statue of Nadal was unveiled at Kia’s activation at Melbourne Park in tribute to Kia’s global brand ambassador.