Kia hosts 33 overseas PBV dealers from 17 countries in Korea for three-day event
In short
Kia said on 23 October that it invited 33 dealers selling its purpose-based vehicles (PBV) from 17 countries to Korea for the Kia Discovery event on 20-22 October. Participants attended a vision conference at Kia's headquarters and visited AutoLand Hwaseong and the PBV Experience Center in Pyeongtaek.
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Kia said on 23 October that it had invited overseas dealers to Korea for the Global Kia Dealer Korea Invitation Event, branded Kia Discovery. The event ran from 20 to 22 October. Asia Economy and Chosun Ilbo described it as lasting three days and two nights. Yonhap said Kia held it as it expands its global purpose-based vehicle (PBV) business. [ 1 , 3 , 5 ]
Thirty-three dealers who sell Kia PBVs attended, from 17 countries in four regions: Europe, Canada, Asia-Pacific and the United Arab Emirates. Chosun Ilbo listed the fourth region as the Middle East. [ 1 , 2 , 3 , 4 , 5 ]
Participants visited Kia's headquarters, AutoLand Hwaseong (오토랜드 화성) and the PBV Experience Center (PXC) in Pyeongtaek. At headquarters they attended a vision conference on Kia's future business direction, including brands, sales, service, distribution channels and PBVs. Asia Economy said they also toured the lobby, which was renovated this year. At AutoLand Hwaseong they viewed the PBV production line and automation equipment and checked the production process and quality control. At the Pyeongtaek PXC they looked at PBV products and examples of service operations. Newsis and Asia Economy said a program on Kia's 80-year history was also held. [ 1 , 2 , 3 , 4 , 5 ]
Kia has branded its overseas dealer invitations as Kia Discovery since 2016 and holds them twice a year. The first event this year, in May, had 45 dealers. Asia Economy, Maeil Business and Newsis reported that a survey after that event gave brand trust a score of 4.93 out of 5. [ 1 , 2 , 4 , 5 ]
A Kia official said: "We hope this gave global PBV dealers confidence in the growth potential and future vision of PBV through experiencing Kia's brand, key facilities and technology first-hand," and added that Kia will keep raising dealers' brand loyalty through continued invitation programs. Yonhap, Maeil Business and Chosun Ilbo quoted the official calling PBV Kia's new core business. [ 1 , 2 , 3 , 4 , 5 ]
Newsis added background on Kia's PBV sales. It reported that the PV5, which it called Kia's first dedicated PBV model, had cumulative global sales of 53,530 units as of the end of July, of which 32,222 units, or 60.2 percent, were overseas. Kia has set a 2026 global PBV sales target of 54,000 units, Newsis said. It added that Kia plans to launch the PV7 next year and the PV9 in 2029, aiming to sell 232,000 units a year by 2030. [ 4 ]
Why it matters
The event is part of Kia's effort to widen its PBV business and strengthen ties with overseas dealers, according to the company and the outlets reporting its announcement. The documents give no sales results from the event itself.
Key facts
- Kia held the Global Kia Dealer Korea Invitation Event (Kia Discovery) from 20 to 22 October, and announced it on 23 October. [ 1 , 2 , 3 , 4 , 5 ]
- 33 dealers from 17 countries in four regions (Europe, Canada, Asia-Pacific and the UAE) took part. [ 1 , 2 , 3 , 4 ]
- Participants visited Kia's headquarters, AutoLand Hwaseong (오토랜드 화성) and the PBV Experience Center (PXC) in Pyeongtaek. [ 1 , 2 , 3 , 4 , 5 ]
- Kia has run the dealer invitation event under the Kia Discovery name since 2016, twice a year. [ 1 , 2 , 4 , 5 ]
- The first event this year, in May, drew 45 dealers; a post-event survey gave brand trust 4.93 out of 5. [ 1 , 2 , 4 ]
- Newsis reported that Kia's PV5 had cumulative global sales of 53,530 units as of end-July, and that Kia set a 2026 global PBV sales target of 54,000 units. [ 4 ]
Confirmed by several sources
- Kia held the dealer event on 20-22 October, with 33 dealers from 17 countries. [ 1 , 2 , 3 , 4 ]
- Participants saw PBV production lines and automation equipment at AutoLand Hwaseong and PBV products and service cases at the Pyeongtaek PXC. [ 1 , 2 , 3 , 4 , 5 ]
- Kia has run the invitation event twice a year since 2016, and 45 dealers attended the May event. [ 1 , 2 , 4 , 5 ]
Still unclear
- How the four regions are described differs between outlets. Chosun Ilbo (5) lists the regions as Asia-Pacific, Europe, Canada and the Middle East, while the other outlets name the UAE.
- The PV5 sales figures and the sales plans through 2030 appear in only one outlet. Only Newsis (4) reports the 53,530 cumulative PV5 units, the 54,000-unit target and the 232,000-unit 2030 goal.