'From Viewing to Test Drives and Purchases' Kia Flagship Store Opens
by Oh Hyungil
Published 12 Feb.2026 14:27(KST)
Renovation of the Service Center on the Former Siheung Plant Site in Seoul
Kia announced on the 12th that it has opened a flagship store in Siheung, Seoul, where customers can experience everything from viewing vehicles to test drives, purchases, maintenance, and brand experiences.
The one-stop complex hub, the "Kia Siheung Flagship Store," is the sixth integrated experience hub following those in Gangseo in Seoul, Incheon, Bucheon, Gwangju, and Wonju. On the site of the former Siheung service center, it is equipped with customer experience facilities totaling 21,500 square meters (approximately 6,504 pyeong) across five above-ground floors and two basement levels.
This site once housed the Siheung Plant, Kia's third production facility, completed in May 1957 after Yeongdeungpo and Busan. It was a base that successively produced the products that built Kia's present, not only through the complete mechanization of bicycle manufacturing processes and localization of pipes, a key raw material, but also by producing everything from two-wheeled motorcycles and three-wheelers to four-wheel trucks. The Siheung Plant was converted into a service center in November 1977, and over the past two years it has been completely renovated and reborn as a flagship store.
The flagship store will showcase a variety of content so that visitors can naturally experience Kia's cutting-edge mobility technologies and brand sensibility. It features a "3D Configurator" that allows customers to virtually build a product by directly combining vehicle options. Using a large media wall, customers can generate and check 3D images that show not only the interior and exterior of the desired vehicle, but also the opening and closing of doors and trunk, and the operation of turn signals.
The store also offers a "Multi-Content Board" that allows customers to explore, all at once, various content such as vehicle specifications for the displayed car, the configurator, new-tech simulators, and Kia YouTube, helping them better understand vehicle information.
Through the "Color Collection," customers can also check Kia vehicles' exterior colors and interior materials in person. Currently, physical samples of interior and exterior materials for four models - the EV9, K9, K8, and Carnival - are on display, and the lineup will be expanded over time.
The customer consultation room has been designed to feel more open, and each display zone is equipped with consultation spaces tailored to its concept so that customers can receive consultations in an environment that matches their preferences. A dedicated vehicle handover area, the "Kia Pickup Lounge," has also been created to provide new-car customers with a special purchase experience.
From the public presentation of the vehicle through quality inspection, new cars are handed over directly to customers, and content is provided that makes it easy to learn how to use the vehicle and how to use the Kia app.
To support the safe driving of electric vehicle (EV) users, the store is also equipped with advanced EV-only maintenance infrastructure. It has established EV workbenches with enhanced insulation performance, a specialized high-voltage battery workshop, and a used-battery storage facility, with plans to provide visiting customers with safe and systematic EV maintenance services.
A Kia official said, "This is a brand store space where you can see Kia's vision of future mobility," adding, "We plan to further develop and diversify the space and experiential content that embody a future-oriented customer experience."
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