Kia Launches First PBV 'Niro Plus'... "8,000 Pre-Orders"

Kia, First PBV 'Niro Plus'
Photo by Kia

[Asia Economy Reporter Hyunseok Yoo] Kia has launched its first Purpose Built Vehicle (PBV), the 'Niro Plus.'

According to Kia on the 30th, since the pre-orders began on the 12th, about 8,000 units have been contracted over 12 business days until the 27th. The ratio of taxi models to business-use models is 48% and 52%, respectively.

The Niro Plus is based on the first-generation Niro EV, with the overall height increased by 80mm and the interior layout optimized to secure a spacious cabin. It combines a 64.0kWh high-voltage battery with a maximum output 150kW motor, enabling a driving range of 392km on a single charge. For urban driving, it can travel 433km on one charge.

The taxi model applies various features necessary for taxi operations, including an all-in-one display, slim headrests, a walk-in device, USB Type-C ports, second-row seatbelt buckle illumination, and B-pillar assist handles.

The all-in-one display was developed to improve the driving environment. It integrates navigation, app meter, and digital tachograph. By integrating business-use devices and supporting various functions through voice recognition, it enhances taxi drivers' concentration and helps ensure safe driving.

Kia is collaborating with Kakao Mobility to develop a feature that will allow the Kakao Taxi calling app to be used on the all-in-one display via over-the-air (OTA) updates within this year. Additionally, Kia plans to expand partnerships with various platform providers to offer more functions within the all-in-one display.

The all-in-one display features the 'AI Assistant,' a voice-based service developed by AIRS Company, Hyundai Motor Group's AI technology development division, marking its first application in Hyundai Motor Group vehicles. It provides directions and answers inquiries related to electric vehicles. When linked with navigation, it informs the driver of the expected remaining battery upon arrival at the destination and suggests routes passing charging stations if the battery is expected to be insufficient.

A Kia official stated, "During a recent two-month pilot operation of the all-in-one display with actual taxi service workers, we received positive feedback regarding its high recognition rate and fast response speed," adding, "We plan to continuously update answers to users' frequently asked questions."

The price of the Niro Plus after tax benefits is ▲Taxi model Light trim at 44.2 million KRW, Air trim at 45.7 million KRW ▲Business-use model Air trim at 45.7 million KRW, Earth trim at 46.9 million KRW. With the Ministry of Environment subsidy of 7 million KRW, local government subsidies, and additional taxi subsidies (limited to taxi models), the actual purchase price becomes even lower.

Meanwhile, Kia has prepared various marketing events alongside the launch of the Niro Plus.

Kia released a TV commercial announcing the brand's first PBV and is showcasing a video featuring celebrity Kim Kwang-gyu conveying the vehicle's special features from the perspectives of both taxi drivers and passengers on Kia's main social media channels such as YouTube and Facebook. Additionally, an etiquette campaign promoting a pleasant taxi culture will be conducted through radio and outdoor advertisements.

Furthermore, taxi model exhibitions and test drive events will be held in major regions nationwide, providing opportunities to experience the Niro Plus's key features and driving performance until July. Also, until the end of this year, an event will support a 500,000 KRW franchise fee for Kakao T Blue affiliated customers who purchase the Niro Plus taxi model.

The 'Kia EV Members Taxi' program also officially started operation with the launch of the Niro Plus. Kia EV Members Taxi is Korea's first membership program exclusively for individual taxi customers, offering differentiated benefits to business operators running individual taxis among Kia electric vehicle buyers. Members receive coupons for driver restaurants and a 100,000 KRW voucher supporting Kakao T Blue affiliation, and discounted sales of exclusive supplies to assist taxi operations.

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