One of the scenes that caught attention at the recent IAA Transportation commercial vehicle exhibition in Hanover, Germany, was the appearance of a bungeoppang (fish-shaped cake) truck. The truck showcasing this familiar snack was Kia’s Purpose-Built Vehicle (PBV), the PV5. Seeing a vehicle designed for transporting goods or people transform into a small shop made Kia’s explanation—that it will build vehicles tailored to customers’ desired uses—resonate clearly.
Even more intriguing scenes unfolded beyond the Kia booth. Vehicles based on the PV5 could also be found in the exhibition spaces of other specialty body manufacturers. While all started from the same vehicle, their applications differed. This demonstrated not only Kia’s vision for the PV5 but also what other companies could achieve with it.
The term "PBV" remains unfamiliar to many. Descriptions such as "customized mobility combining platforms and software" may sound abstract to consumers. Yet at the exhibition, lengthy explanations were unnecessary. The very fact that a single vehicle could transform into different models according to operators’ needs conveyed the essence of PBV.
This was further reinforced by Kia Chairman Song Ho-sung’s on-site interview, which highlighted the competitiveness of its dedicated electric vehicle platform and chassis designs tailored for specific uses. The vehicles were engineered from the ground up to be adaptable for various purposes. The specialty vehicles displayed at the exhibition served as concrete examples of how this flexibility could be practically applied.
For commercial vehicle buyers, a vehicle is a tool essential for sustaining their livelihood. Key purchasing criteria include ease of loading and unloading cargo and the ability to accommodate necessary equipment. It is difficult for an automaker alone to address all such needs (needs). As specialty body manufacturers with expertise in specific fields contribute new applications, customers’ choices expand. This is why the PV5 seen outside the Kia booth was so welcome.
Of course, interest at the exhibition alone cannot guarantee success. For business owners considering switching from long-established brands, trust built through years of operation is essential. There remains the challenge of translating the ideas showcased at the exhibition into practical solutions that fit customers’ daily routines.
The words of Song (President), "I believe this game has just begun," conveyed both confidence in taking on a new market and the weight of tasks ahead. I hope the small bungeoppang truck seen in Hanover will be remembered as the first step of that challenge. It is expected that the PV7 and PV9, following the path paved by the PV5, will expand its reach across Europe, transforming into versatile vehicles integrated into daily life.
in OPINION
