Product Enhancement 'Morning Facelift' Launch... Can It Save the At-Risk Compact Car Market with '100,000 Units Annually'?

[Asia Economy Reporter Kiho Sung] Kia Motors has launched the 'Morning Urban,' a model with enhanced product appeal. Attention is focused on whether it can emerge as a savior in the compact car market, where annual sales of 100,000 units are threatened due to the COVID-19 pandemic.

On the 12th, Kia Motors introduced the Morning Urban online through comedian Jang Doyeon's vlog, 'This is all~ Morning.' The Morning Urban is a facelift model that improves the product appeal of the 3rd generation Morning, featuring ▲a unique and dynamic exterior design ▲advanced driver assistance systems that make city driving convenient ▲advanced convenience features that provide a more comfortable driving environment ▲and best-in-class fuel efficiency of 15.7 km/ℓ.

In particular, the design aspect is characterized by maximizing an urban image with a 'Tiger Nose' shaped radiator grille on the front and eight uniquely shaped LED daytime running lights surrounding the projection headlamps. Along with this, the new exterior color 'Honeybee' completes a youthful and stylish look. Especially, the 'Edge-UP' allows for expressing a more distinctive interior and exterior design.

The advanced driver assistance systems, surpassing those of compact cars, have also been significantly enhanced. The Morning Urban is the first in its class to apply advanced driver assistance systems such as ▲rear side collision avoidance assist ▲rear cross-traffic collision avoidance assist ▲lane keeping assist. Additionally, interior convenience has been improved with features like ▲ventilated driver's seat ▲4.2-inch color cluster ▲8-inch navigation system.

The Morning Urban is equipped with an improved 'Smartstream G 1.0 engine,' delivering a maximum output of 76 horsepower (PS) and a maximum torque of 9.7 kgf·m, with a combined fuel efficiency of 15.7 km/ℓ, the best in its class. (Based on 14-inch tires)

The selling prices of the Morning Urban are ▲Standard 11.95 million KRW ▲Prestige 13.5 million KRW ▲Signature 14.8 million KRW. (Compact cars are exempt from individual consumption tax)

Meanwhile, Kia Motors operates various purchase programs that allow customers to buy the Morning Urban without burden, including a basic discount benefit of 200,000 KRW for Morning Urban buyers, 36-month low-interest installment plans (cannot be combined with the basic discount), and ultra-long-term installment plans.

Additionally, an online event will be held at the lifestyle edit shop '29CM,' offering special purchase benefits and gift set raffles for vehicle buyers.

A Kia Motors official said, “The Morning Urban was born by combining the strengths unique to compact cars with a distinctive design and advanced urban driving safety technology,” adding, “It will create a new realm unique to Morning as the ‘optimal urban mobility’ beyond its class.”

This content was produced with the assistance of AI translation services.