Kia Motors has been aggressive in the last year as it seeks to gobble up more market share amongst first-time buyers. The automaker’s Kia Forte has become ubiquitous on American streets as consumers look for affordable but stylish entry-level vehicles. The Kia Design Center America in Irvine, California is responsible for innovative models like the Soul, the Forte and the Forte Koup. Kia has also come out with innovative advertisements to attract consumers unfamiliar with the brand. The next step in Kia’s evolution is the Ray plug-in hybrid set to premiere at the Chicago Auto Show.
The statistics on the Kia Ray prototype would give the company an edge in the early stages of the plug-in hybrid market. The Kia Ray has a projected fuel mileage of 202 miles per gallon using a 78kW electric motor and a 1.4-liter direct-injection engine. Kia also projects that the overall range for the Ray is about 746 miles, which is more than sufficient for road trips and a week’s worth of commutes. This hybrid drive system is aided by a lithium-polymer battery that is a step beyond what Toyota, Honda and Ford are using at present.
The Kia Ray is more remarkable for the automaker’s attention to sustainable components and systems. This prototype features solar panels and cells in the roof to absorb sunlight, which is used to power auxiliary systems and lighting. These panels also power a small fan within the cockpit that is activated when the vehicle gets too hot. By keeping the temperature down while parked, the Kia Ray reduces the use of air conditioning to make passengers more comfortable. Kia also incorporated Infinity Audio’s GreenEdge system into the Ray. This sound system is designed to reduce energy consumption through better acoustics.
Though the Ray is merely a prototype, Kia has demonstrated that it is ready to compete in the plug-in hybrid market. This prototype sounds like the ideal green vehicle that is more than just a clever hybrid drive system. The Kia Ray incorporates recycling materials for the interior, smarter components and a dynamic drive system. Toyota, Ford and other automakers need to keep their eyes on the rear view mirror as Kia seems to be gaining ground in recent years. The big question is whether Kia is able to bring a production version of the Ray to market and if the Ray’s sticker price matches the automaker’s low-price ethos.
