Kia Europe Connect Store CXUX Gap Analysis Research
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In June 2023, Hyundai Motor Group launched the Kia EV9, positioning itself as a leading global brand in the popularization of eco-friendly transportation centered around innovative electric vehicles. Domestically, the group has recently ushered in the era of SDV (Software Defined Vehicle) with the launch of the “Kia Connect Store.” This store offers a FoD (Features on Demand) service that allows customers to selectively purchase vehicle software features, providing a more personalized mobility experience. This analysis examines the feasibility of applying the successful domestic case of the Kia Connect Store to the European market.
Kia is a global brand leading the popularization of eco-friendly transportation, centered around innovative electric vehicles. They expand purpose-built vehicles (PBVs) and various mobility services and provide sustainable solutions. Kia’s unique design, advanced autonomous driving technology, and sophisticated connectivity services offer customers new experiences.
* Due to the inclusion of significant strategic information, the detailed introduction of this project is restricted.
Feasibility Analysis of Applying Kia Connect Store in the European Region
The Kia Connect Store has achieved great success in the domestic market, establishing itself as an innovative platform that offers software feature purchases and subscription services for vehicles.
This service provides customers with a personalized driving experience while delivering both user convenience and technological advancement. Building on this success, Kia is now considering expansion into the European market, which is characterized by high technology adoption and diverse cultural backgrounds. As a strong mobility market, Europe demands agile responses to evolving customer needs. To support the successful launch of the Kia Connect Store in Europe, Saltcake conducted an in-depth analysis of customer experience (CX) and user experience (UX) across the region. This analysis thoroughly identified potential market gaps and user requirements to develop a localization strategy that reflects the cultural and technological characteristics of each area. Through this research and strategic approach, we aim to contribute to the successful integration of the Kia Connect Store into the European market.
Successful Case of the Kia Connect Store in the Domestic Market
In June 2023, the Kia Connect Store garnered significant attention by launching the first-ever in-vehicle software store in Korea. This platform offers a variety of options to upgrade vehicle software features, with notable examples including Remote Smart Parking Assist 2 (RSPA2) and customizable lighting patterns. By continuously enhancing vehicle functionalities and offering customers the opportunity to expand features based on their needs, the Kia Connect Store has significantly improved customer satisfaction. This project aims to successfully adapt the service—proven in the Korean market—for the European market, and began with a comprehensive analysis of the current landscape in Europe.
01. User-Centered, Intuitive UI/UX Design
Saltcake was responsible for the UX/UI design of the Kia Connect Store in Korea, ensuring that users could access and navigate the service easily and intuitively. The platform was designed to enable a seamless product selection and purchase process, allowing customers to activate new features without inconvenience. This user-centered design played a key role in the success of the Kia Connect Store and proved to be a crucial factor in enhancing customer satisfaction.
02. Innovative D2C Customer Experience
The Kia Connect Store offers a new vehicle experience tailored to the era of Software-Defined Vehicles (SDV). Customers can selectively purchase vehicle software features according to their needs, maximizing both performance and convenience. This innovative approach enhances customer satisfaction and plays a key role in strengthening Kia’s brand value.
European Market Analysis and Implementation Strategy
The European market is characterized by a coexistence of diverse challenges and opportunities arising from its complexity, making thorough research and analysis essential for achieving the same level of success as in the domestic market. Europe’s automotive market features strong demands for technological innovation and high expectations for user experience. To secure competitiveness for the Kia Connect Store in Europe, a strategy that carefully reflects these characteristics is required. Therefore, a tailored approach suited to the specific traits of the European market was necessary.
Saltcake’s Approach to Multilingual and Multicultural Adaptation
Based on its experience in developing the Kia Motors FoD website domestically and conducting preliminary research and requirement gathering across various countries, Saltcake provides customized solutions to address multilingual and multicultural needs in this project. Successful entry into global markets requires a meticulous approach that reflects each country’s linguistic and cultural characteristics, which is a key factor in delivering a consistent brand experience to customers. Saltcake thoroughly analyzes regulatory environments and user behavior patterns in each country to establish appropriate localization strategies.
Saltcake enhances global competitiveness not only through multilingual support but also by optimizing user experience grounded in multicultural understanding. This approach goes beyond simple language translation, focusing on enabling consumers in each country to engage with services that align with their cultural backgrounds and expectations. In particular, by reflecting regional requirements in user interfaces and communication strategies, Saltcake supports global brands in becoming trusted and beloved entities within each local market. Moving forward, Saltcake will continue to strengthen its expertise in multilingual and multicultural adaptation, fostering partnerships to help companies planning innovative services successfully launch them in the global market.
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