Kia launching Drive Wise sub-brand for autonomous tech

Published on January 8, 2016 in News by Brad Diamond

Kia is launching a new sub-brand, dubbed Drive Wise, dedicated to the "advanced driver assistance systems" it is currently developing in hopes of launching autonomous vehicles by 2030.

Unveiled at the Consumer Electronics Show (CES) in Las Vegas, the Drive Wise brand will be responsible for a suite of self-driving and safety technologies Kia continues to introduce in its vehicle lineup, as well as new human-machine interface functions.

The automaker announced in November that it will invest US$2 billion by 2018 as it works on autonomous and semi-autonomous technologies in-house.

, Senior Vice President, Central Advanced Research and Engineering Institute of Hyundai Motor Group, commented, "Kia is undergoing a very promising and gradual process of introducing partially and fully autonomous technologies to its vehicles," Tae-Won Lim, vice-president of the Hyundai Motor Group's Central Advanced Research and Engineering Institute, said in a statement.

"Although the first marketable fully-autonomous car from Kia will not be available in the immediate future, the work our R&D teams are currently doing to develop our range of Drive Wise technologies is already improving on-road safety and driver assistance."

Some of the technologies the Drive Wise team is working on include:

Kia also announced that it has received a licence from the State of Nevada to begin testing its autonomous technologies on public roads.

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