Kia Motors is exploring connected car devices and services. A strategic analysis of Kia found strengths in its warranty and sponsorships but weaknesses in recalls and lack of global expansion. Market trends show demand for connectivity, autonomous features, and mobility services. Kia's concept called BeAT would integrate a non-contact ECG sensor into the seat belt to monitor the driver's heart rate and alert them if drowsy or stressed, helping to improve safety. It would also allow relaxing music to be played through the seat to reduce stress. Competitors like Volkswagen, BMW, and startups offer similar wellness and infotainment services.

1. Design Workshop with KIA MOTORS
Connected Car Devices
Research work by Giulio Campo

2. Design Steps
3. Concept
Requirements
Case Study
Technology
Sketch
2. Target
User Needs
Perceptual Mapping
KIA Devices
Competitors
1. Strategic Analysis
Brand Identity
Swot Analysis
Trends
Opportunities

3. 1. Strategic Analysis
Source:http://www.kia.com
Slogan:
“KIA will show you the power to surprise with dynamic and exciting
experiences that go beyond your expectations”
Brand Identity
Parent Company: Hyunday Kia Automotive Group
Category: Passenger Cars, SUVs & trucks
STP
Segment:Automobiles for personal and commercial use
Target Group: Middle and upper middle class
Positioning: Reliable Passenger Cars for the masses
Position
69th in the top 100 global brands list in 2012
value: US$6.3 billion

4. SWAT Analysis
Source:http://www.mbaskool.com/brandguide/automobiles/4559-kia-motors.html
Strengths
- The only manufacturer to offer a 7 year
warranty
- Sponsorship to events like the Formula 1,
Australian Open, FIFA World Cup
- Good product portfolio and strong brand
presence
- internationally award-winning design
Opportunities
- Venture into emerging economies which a
huge markets
- It can enter where Hyundai is present to fill
up gaps in partner’s product offering
- Electric vehicles like the Venga & Pop City
can open new avenues of business for Kia
Threats
- Japanese players made their presence in
most of the markets around the world &
secured steady market shares
- Competitors have better design &
technology,having better differentiation
Weaknesses
- Past recall of critical components like the
Braking System
- Hasn’t leveraged its presence globally
despite the many sponsorships
- Has not expanded aggressively in terms of
the geographic reach

5. Market
Source: Connected car report 2016_Opportunities, risk, and turmoil
on the road to autonomous vehicles. ©PwC
Digital technologies are influencing market trends and automakers’ relation-
ships. Structural changes are underpinning the current and future development
of the connected car and autonomous vehicle.
Connected car are those that have
access to the Internet and a variety of
sensors, and that are thus able to send
and receive signals, sense the physical
environment around them, and interact
with other vehicles or entities.
Autonomous vehicles (also known
as self-driving cars) are motor vehicles
that operate without a human driver,
which reduces the cost of transportation
and improves convenience and safety.

6. Trends
Progress toward connected cars and autonomous vehicles is being spurred by four interrelated trends.
New concepts and increasingly urban customers
The movement toward car-sharing will be driven in
large part by the dramatic reductions in transporta-
tion costs that are expected with connected cars.
Meanwhile in China growing middle class members
still dream about owning their own cars, expecting
highly sophisticated levels of connectivity and servi-
ces in the cars they buy.
Radically new technology at low prices
Innovative companies, both established automakers
are investing in new technologies and new services.
This is especially true in the premium market, where
carmakers like BMW and Tesla are pushing technology
to the limit, but other kinds of connected vehicles are
being developed as well, including low-cost urban
“pods,” robo-taxis, even 3D-printed buses.
Evolving regulatory and policy constraints
Policy and regulations typically lag behind technologi-
cal progress. We may expect regulators to respond to
the new technology with laws ensuring the safety of
vehicles. However, cities are providing momentum by
discouraging the use of private cars, through public
policies such as congestion pricing and additional bike
lanes.
New high-tech entrants drive faster
Nontraditional tech companies like Apple and Google
are gaining traction in the very technology that makes
cars run, disrupting the traditional vehicle technology
value chain. Mobileye, for example, offers entire “sy-
stem-on-a-chip” solutions for advanced driver assi-
stance systems, and Nvidia makes systems for dash-
board functions and autonomous driving and mapping.

7. Value Shifts (scenario)
© PwC
Growth
- Revenue and profits in automotive market
- Car sharing (+10%) and Digital services (+3%)
Decline
- Profits from new cars (-12%)
- Aftermarket (-6%)
Supplier revenues will shift from engines, interiors, and chassis to electronics, software and cloud services.

8. Note: Due to rounding, numbers shown here may
not add up precisely to the totals provided.
Opportunities
In the coming years automakers will try to capture added value, with three primary package options:
Safety
Autonomous driving
Connected car features and services
© PwC
The global car market has the potential to
build considerable value from the sale of
connected car packages to end customers

9. Technologies and Services
Supply-side technologies
Driver assistance systems
Human-machine interface
Infotainment
Connectivity, Computing and
cloud-based services
Consumer services
Smart
mobility
Others
Travel: hotel, taxi, train etc
Robo-taxi
Car-sharing
Ride-sharing
Rental
Advertising
Health, Education, Fintech
Communication, Media
Commerce, payment
Content (video,music, etc)
Connected car packages
Vehicle management features
(ex.Drive Wise technologies)
Safety System (ex. ABS)
Autonomous Driving System
(ex. parking sensors)
Consumer features
Commercial features
enabling
fluid boundaries
Connected cars will be more entertaining, more efficient, and safer than traditional cars, and they
will free up drivers to conduct other activities while en route to work, on errands, and during trips.

10. 2. User Needs
Connectivity
Mobile devices access
Digital interface
Remote control
App features
Comfort
Driveability
Stress management
Music
Entertainment
Information services
Safety
Hands-free calling
Belt Use Alert
Speed Alert
Sleep Alert
SOS

11. Perceptual Maps
Source: RH Consulting LLC Consulting Reports for KIA
1.50.5 21
0
0.5
0.5
1.5
-0.5
2
-1.5
-2
1.5-2 -.1
1
-1
Brand Preferences Perceived Safety
1.50.5 21
0
0.5
0.5
1.5
-0.5
2
-1.5
-2
1.5-2 -.1
1
-1
In 2016 RH Consulting conducted for KIA a comprehensive research using Perceptual Mapping to identify the current
standing of KIA in terms of consumer preferences. These maps are based on the result of a survey of 1000 samples from
KIA’s target market.

12. Parking Minder
My POIs
Emergency call
Roadside Assist
Diagnostic Check
KIA UVO
http://www.kia.com
UVO eServices is an information system based on an advanced
voice-recognition technology, usefull to make hands-free calls and
manage a music library. With UVO eServices, infotainment is coupled with
an enhanced telematics suite enabled by an exclusive free smartphone

13. Competitors: Wolkswagen
Source: http://volkswagen-carnet.com
Car-net
Car-net is the Wolkswagen infotainment system that
offers different services:
- Onlline Traffic Information
- Fuel info
- Parking info
- Vehicle Healt report
- Weather
- Charging station
- Time manager
- My Guide
- Call & Remind
- Sound Journey
- Drive & Track
- Shared Audio
- Cam Connect
- Emergency Call
- Auto- accident Notification
- Online Anti-Theft Alarm
- Speed Alert
- Area alert
- Horn & Turn Signals
- Breakdown Call
- Battery management
- Departure Time Program
- Air conditioning
- Driving Data
- Vehicle Status
- Parking Position
- Doors and Lights

14. Competitors: BMW
Source: http://www.bmw.it
BMW Connected Drive
BMW Connected is a personal mobility assistant
which facilitates everyday mobility and aids drivers
in reaching their destinations relaxed and on time.
Mobility-relevant information such as recommenda-
tions for optimal departure times are available
remotely via iPhone or briefly also via Apple Watch
and can be seamlessly transferred into the car.

15. 3. Concept
*Source:http://www.kia.com
Project Requirements
High Safety Perception
Integration
User Friendly Experience
Connectivity
Comfort
Brand Direction*
“A Different Beat”
KIA brings a new beat to the global auto
industry through its ever-vibrant growth.
Like a beat of music touches your heart,
Kia strives to make your life richer every
day
Design Theme
An integrated device that can be used with seat belt fastened, allows to avoid the blows of
sleep, reduces driver stress and allows interaction with the car by exploiting KIA UVO

16. Case Study: Advice drive
Source: http://www.advicydrive.com/it/technology/
Advicy Drive uses photoplethysmography, less invasive techno-
logy known on the market for measuring heart rate.
A green LED illuminates the skin and by the different colors it
acquires, the sensor is able to determine the heartbeat. The
sensor can be worn and attached to the bracelet, but it has to
keep in contact with the skin.
Comparing in real time the focus AV level with the driver’s AVT
attention span, the device detects an imminent falling asleep
while driving and the application issues an annoying alarm to
attract driver's attention.

17. Case Study: Pulse
Source: http://biobeats.com
Pulse is a free application for iPhone created
by BioBeats that uses photoplethysmography
to analyze information on cardiac activity.
The data obtained are then processed by
software that draws from a playlist a melody
that agrees to the frequency and rhythm of the
person. It is an application of pure entertain-
ment, which, however, allows you to acquire
data useful also in the fields of diagnostics and
medicine.
BioBeats is a start-up founded in 2012 with
headquarters in London, tax office in Beverly
Hills and development team in Italy, at the Uni-
versity of Pisa.

18. Technology
Source: http://www.isn.ucsd.edu/pubs/wh2010.pdf
Wireless Noncontact ECG Sensor
Some University of California researchers developed a wireless biopotential instrumentation
system using non-contact capacitive electrodes that operate without skin contact. The sen-
sors can be embedded within comfortable layers of fabric for unobtrusive use.The non-con-
tact electrode has been integrated into both a wearable ECG chest harness as well a EEG
headband. They also designed a compact, battery-powered, wireless data acquisition
system to interface with multiple electrodes and monitor patient cardiac and neural signals in
real time.

19. BeAT
KIA BeAT (Belt Alert Technology) is an inte-
grated device in Kia’s car seat belt .
Beat is equipped with a wireless non-contact
ECG sensor that while driving monitors the
cardiac rate. When this is below a threshold,
indicating a decrease in attention, the driver is
alerted by an alarm.
Via Bluetooth technology ECG data are sent
to the car infotainment and made visible to the
driver. When the heart rate is high, stress or
anxiety index, the driver can activate listening
to relaxing music from Beat’s subwoofer in
order to balance his own beat.