KIA Motors has unveiled a new sub-brand, ‘DRIVE WISE’, to cover its future Advanced Driver Assistance Systems (ADAS).

Launched at the ongoing 2016 Consumer Electronics Show (CES) in Las Vegas, Kia said the DRIVE WISE embodies its philosophy to realise intelligently safe vehicles featuring latest and forthcoming ADAS technologies.

The brand had earlier announced plans to manufacture partially autonomous cars by 2020, and aims to bring its first fully-autonomous vehicle to market by 2030.

“DRIVE WISE will enable Kia to introduce intelligent safety technologies to its future model range, helping to eliminate potential dangers – and, for many, the boredom – of driving, while changing the ways in which owners interact with their vehicles”, Kia said in a statement.

It said the innovation was an illustration of the progression of its autonomous driving technologies, from those available in current models to cutting-edge features being developed over the next 15 years under the DRIVE WISE banner.

Senior Vice President, Central Advanced Research and Engineering Institute of Hyundai Motor Group, Tae-Won Lim, commented: “Kia is undergoing a very promising and gradual process of introducing partially and fully autonomous technologies to its vehicles. Although the first marketable fully-autonomous car from Kia will not be available in the immediate future, the work our R&D teams are currently doing to develop our range of DRIVE WISE technologies is already improving on-road safety and driver assistance. The innovations presented at this year’s show demonstrate the future direction we are taking.”

According to Kia, by 2020, Kia aims to introduce its first partially-autonomous car with DRIVE WISE technologies, building upon the current generation of driver-assistance systems.

Kia said: “The more advanced technologies under development by Kia provide the driver with greater levels of assistance, anticipating and reacting to changing road conditions and potential hazards to improve safety for all road users”.