Mavel-KiaCeed 20070315

New Kia Ceed
Innovation in Design
Antoine Chatelain
Mavtech director
antoine.chatelain@mavel.com
Lyon,
15th March 2007
copyright
New KIA Cee’d : innovation in Design
KIA exports 23% of its

production to Europe (204
000) and anticipates a 50%
increase in 2007 thanks to
the Cee'd (estimated total
registrations in 2007: 300
000 / year)
First of all, the Cee'd is partially designed in Europe (KIA

Europe in Germany) and produced in Europe (at Zilina in
Slovakia) for the European market only. As such, unlike
previous KIA models, the Cee'd is available with many
versions, finishings, options, colours and motorisations
copyright Slide 2
In Europe, the KIA Cee'd will replace the Cerato.

A related car, the Everon, is produced by Hyundai
in the Czech Republic.
KIA plans to produce 150 000 Cee'd models in
2007, including 50 000 station wagons (available
in June) and 25 000 coupes (available in
December). The main markets for the Cee'd are, in
order of importance, Germany, the UK, Spain,
Italy, France and Russia.
KIA's cars have a lifespan of 4 years.
copyright Slide 3
- Equipment
The Cee'd is available with 5 engines :
1.4 gasoline, manual 5-speed gearbox

1.6 gasoline, manual 5-speed gearbox or automatic 4s
2.0 gasoline, manual 5-speed gearbox or automatic 4s
1.6 diesel, manual 5-speed gearbox
2.0 diesel, manual 6-speed gearbox
copyright Slide 4
The Cee'd is available with 1 of 3 finishings, 5 central

consoles and 7 trims, which gives over 50 different
versions.
There is also a choice of 12 colour schemes.
- Advantages of the Cee'd :

The Cee'd is well designed and well equipped, with all
standard comfort and safety features provided as
standard, and all current innovations available as options.
copyright Slide 5
Notably:
- ESP, BAS
- Delayed switching off of headlamps
- Automatic air conditioning with air quality control
- 4 electrical windows with one-push glass-lift system
- Tyre pressure monitoring
- Particulate filter
- Cruise control
- Navigation system
- Heated seats
- Reversing radar
- Rain and light sensor
- 16 and 17 inch aluminium wheel hubs
- Pre-load devices and effort limiters on safety belts
- 6 airbags
all standard comfort and safety features
copyright Slide 6
Furthermore, KIA distinguishes itself from its

competitors with the following items:
- guaranteed for 7 years / 150 000 km
- I-pod connection and USB socket
- Ignition key lighting
- Safety belt alerts for the rear seats Clever features
- Rear armrest
- Windshield washer fluid level indicator light
- LED indicating a blown brake-light bulb
- Windshield wiper de-icer
- Hydrophobic windows on the doors
- Michelin tyres available on all KIA models
copyright Slide 7
The New KIA Cee’d : Model analysed by MAVEL
copyright Slide 8
The model analysed

•The KIA Cee'd analysed by MAVEL is the 5-door
Active model with a diesel 1.6 CRDi, 90 hp engine.
•A 115 hp version is also available. The difference
between the two versions is predominantly
commercial.
•Weighing 1350 kg with the tank 90% full, the KIA
Cee'd complies with current trends for C segment
sedans with 5 EuroNcap stars.
• KIA Cee’d is the first Korean car to get 5
EuroNcap stars.
copyright Slide 9
- Performance
•The 1.6 CDTi engine is new to the KIA offering.
•The engine is surprisingly responsive and very
pleasant at low and medium engine speeds (torque of
240 Nm).
•The car reaches 130 km/h at less than 3000 rpm in
5th gear (the 6th gear is only available with the 2.0
engine).
•When cold, the engine takes longer to warm up than
is usual on recent cars
•Gearbox well calibrated
copyright Slide 10
- On the road
•Surprising behaviour on the road
•Effective front suspension, good driveability
•Pleasant steering
•Good shock absorption
•Compromises are excellent
•Very good absorption of rough road surfaces and
speed bumps
copyright Slide 11
The New KIA Cee’d : Design specifications
Extracts from the report
copyright Slide 12
New KIA Cee’d : The body
copyright
New platform, to be shared with the future Hyundai:

100% European
The KIA Cee'd will subsequently be available as a
station wagon and 3-door coupé
Conventional design, no specific features.
Max. motorisation: turbo diesel 140 hp
•Total mass of vehicle : 1350 kg (Tank 90% full)
•BIW 260 kg
•N.B. No laser welding on the body
copyright Slide 14
5 EuroNcap stars
•Details of impact absorption
• front bumper skin : single part (painted), TPO skin
(mass: 3.5 kg - very lightweight - Supplier: MOBIS)
•Impact absorber (mass: 263 g Comprises 3 parts)
•Front impact cross member (mass: 2.9 kg Steel)
•Crash box (mass: 1.2 kg steel)
•Pedestrian lift cross member (mass: 1053 g, PP)
•Side members
Nota : Hood and fenders made of sheet metal
copyright Slide 15
Underbody 1/2
•Side members linked L/R by a shock absorption cross
member, extend under the body up to the rear seat
cross member
•Cowl side reinforcement and windshield bay sheet
(upper part of the firewall) assembled after the body
side
•Firewall made of sheet metal in 1 part
•Median internal cross member, attached using screws
•Floor comprises 3 parts, tunnel reinforced on the top,
no side member lining on the upper part
copyright Slide 16
Underbody 2/2
•Front cross member under the front seat and stiffener
under the rear of the front seat
•Very noticeable rear seat cross member (240mm)
•Fuel tank access
•Rear floor made of sheet metal with stamped spare
wheel
•Very noticeable rear apron (310 mm), mounted on to
the body before the body sides and linked to the body
sides by one screw L/R
copyright Slide 17
Upper body 1/2

•Body side (skin + reinforcers + lining) Includes:
•Cant rails
•Windshield pillars
•Fender sills
•B pillars
•Rear fenders
•Wheel arches
•Body side / roof linked by spot welding (SR) masked

by rood trim
copyright Slide 18
Upper body 2/2

•Roof in sheet metal
•Main cross member extends from the B pillars attached
using screws, as on Toyota models
•Prepared along with the roof
•Many stiffeners (4) prepared with the roof
•Sound proofing in the roof
•Rear and front cross member assembled before the roof
copyright Slide 19
Body equipment
•Fuel tank (53 L) made of sheet metal (heat proofing)
access door & filler tube made of plastic
•Fuel system path alongside the brake tubes (fully
protected)
•Exhaust (FAURECIA) path through the tunnel, total
mass of heat proofing protections: 2 kg
•Air deflectors in front of the rear wheels like Toyota
•Flat base at the rear (total mass of shielding: 3 kg)
•Underbody entirely protected using « wax »
•Engine shielding (acoustics)
copyright Slide 20
New KIA Cee’d : The Supply chain
copyright Slide 21
Car number 003727
1- Traçability on all the components
2- Made the same

day, on December,
8th
copyright Slide 22
Nota : Most of the components

have been built on 8th
December in Slovakia.
Mavel received the car in Paris
on 2nd January, less than 3
weeks after, and with Christmas
holidays !
When we bought the new Corsa « from

the French stock » Mavel waited 3
weeks before delivery of the the car in
Lyon ….
copyright Slide 23
SUPPLIERS : First of all MOBIS (belong to Hyundai-Kia)
•MODINE •HUF •BTV

•BOSCH •INA •CATEM
•VISTEON •HELLA •KEY SAFETY SYSTEM
•ARVIN MERITOR •LANDER •VALEO
•BLAUPUNKT •NGK •TYCO
•SCHEFENACKER •PHILLIPS •MICHELIN
•SIEMENS •RIETER •GARETT
•STABILUS •SACHS •JOHNSON-CONTROLS
•TRW •SAINT GOBAIN •HUTCHINSON
>>>>>>> Most of them European Suppliers

copyright Slide 24
The New KIA Cee’d : DESIGN EXAMPLE
copyright
KIA Cee’d and its competitors

FOCUS ON THE
BEST C SEGMENT
copyright Slide 26
COCKPIT
copyright
High Quality on board
copyright Slide 28
ALL THE METAL STAPLES

WITH BAIZE
>>> Quality
copyright
AUDIO SYSTEM (BLAUPUNKT)

System completly outsourcing
(No Chinese loudspeakers)
copyright Slide 30
BMW 1 series
TOYOTA Yaris
Tucson
VW Golf
CROSS CAR BEAM

Specific, but no innovation
copyright
Active Headrest of front seats

New on the C segment
copyright
KIA Cee’d
Door module (KIA) FORD Focus
Same design but better
finishing
copyright
MECHANICS
copyright
large cradle (without

vibration reduction) that
forms a hollow square
(dimensions: 110 x 90 cm)
•Bracket for torque at the
rear, and at the front
KIA Cee’d
CRADLE
OPEL (Astra, Vectra)

copyright
FORD Focus BMW 1 series VW Golf
Looks like OPEL but different
copyright
REAR AXLE
Multi-link axle (2 x 4) and stabiliser bar
•Rear axle
- Mechanically welded cradle
- 1.8 mm thick
- Attached to the side members using
4 screws
- Supports:
- Stabiliser bar
- Suspension arms
N.B. The drawback of the multi-link axle is its bulk, whereas the distance between the
Cee'd wheel arches is pretty good (106 cm > trunk)
copyright
VW Golf
BMW 1 series
KIA Cee’d
Nothing similar with Multi-
links axles competitors
>>> Focus on the best C segment FORD Focus
copyright
FIAT Punto /
KIA Cee’d OPEL Corsa
Air temperature sensor (BOSCH)

Hight quality, existing components
copyright
BMW 1 series
KIA Cee’d
Intercooler (MODINE) 100% aluminium

>>> Same supplier but cost could be optimized (plastic)
copyright
VW Golf
BMW 1 series
KIA Cee’d
Technical front-end : PA6 GF30 over-
moulded onto a metal cross member
(MOBIS) FORD Focus
>>> European Design
copyright
BMW 1 series
OPEL Vectra
KIA Cee’d
AIR INTAKE MANIFOLD RENAULT Mégane
Aluminium, (cheaper in plastic) with
variable electrical throughput
(pollution)
copyright
BMW 2.0 d
KIA Cee’d 1,6 CRDi

DISTRIBUTION (2 chains, as on BMW 1
series, and at the opposite of Tucson)
>>> European Design
HYUNDAI 2.0 CRDi
copyright
The New KIA Cee’d : CONCLUSION
copyright Slide 44
• High quality in all fields

• Vehicle in the good average performance
• Design not focused on innovation but on
optimisation of design and manufacturing
processes
• However all possibilities of cost savings have not
been explored. Many technical designs could have
been better optimised.
copyright Slide 45

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New Kia Ceed

KIA exports 23% of its

First of all, the Cee'd is partially designed in Europe (KIA

In Europe, the KIA Cee'd will replace the Cerato.

1.4 gasoline, manual 5-speed gearbox

The Cee'd is available with 1 of 3 finishings, 5 central

- Advantages of the Cee'd :

Furthermore, KIA distinguishes itself from its

The model analysed

New KIA Cee’d : The body

New platform, to be shared with the future Hyundai:

Upper body 1/2

•Body side / roof linked by spot welding (SR) masked

Upper body 2/2

New KIA Cee’d : The Supply chain

Car number 003727

1- Traçability on all the components

2- Made the same

Nota : Most of the components

When we bought the new Corsa « from

SUPPLIERS : First of all MOBIS (belong to Hyundai-Kia)

•MODINE •HUF •BTV

>>>>>>> Most of them European Suppliers

The New KIA Cee’d : DESIGN EXAMPLE

KIA Cee’d and its competitors

High Quality on board

ALL THE METAL STAPLES

AUDIO SYSTEM (BLAUPUNKT)

CROSS CAR BEAM

Active Headrest of front seats

large cradle (without

OPEL (Astra, Vectra)

FORD Focus BMW 1 series VW Golf

Looks like OPEL but different

Air temperature sensor (BOSCH)

Intercooler (MODINE) 100% aluminium

KIA Cee’d 1,6 CRDi

The New KIA Cee’d : CONCLUSION

• High quality in all fields

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