Kia said Thursday it has officially opened the new store as a one-stop complex where customers can view vehicles, take test drives, buy cars, receive service and experience the brand in one place.
The Siheung location is Kia’s sixth flagship store, following sites in Seoul’s Gangseo district, Incheon, Bucheon, Gwangju and Wonju. Built on the former Siheung Service Center property, the new facility spans five floors above ground and two basement levels, with 21,500.98 square meters (about 6,504 pyeong) dedicated to customer experiences. Kia said it will offer expanded future-mobility programs along with differentiated purchase and service experiences.
The property once housed the Siheung plant, completed in May 1957 as Kia’s third production facility after Yeongdeungpo and Busan. The plant fully mechanized bicycle manufacturing and localized key pipe materials, and later produced products that helped shape the company, including two-wheeled motorcycles, three-wheeled vehicles and four-wheeled trucks.
The Siheung plant was converted into a service center in November 1977 and remained in that role until it was renovated over about two years and reborn as a flagship store, Kia said.
Kia said the store will offer content designed to help visitors experience its advanced mobility technology and brand identity. It includes a “3D configurator” that lets customers virtually build a vehicle by combining options. Using a large media wall, visitors can view 3D images of interior and exterior details, as well as door and trunk opening and closing and turn-signal operation.
The store also features a “multi-content board” that allows customers to explore vehicle specifications and access content such as the configurator, a new-technology simulator and Kia’s YouTube offerings. A “color collection” area lets visitors check exterior paint colors and interior materials in person.
Kia said it currently offers physical interior and exterior material samples for four models — the EV9, K9, K8 and Carnival — and plans to expand to more vehicles.
Kia also upgraded its customer consultation areas, increasing openness and offering different types of consultation spaces tailored to each display zone so customers can choose their preferred setting.
For new-car buyers, the store includes a vehicle handover area called the “Kia Pickup Lounge,” where customers receive their vehicles after a reveal and quality inspection. Kia said it will also provide content to help customers learn vehicle features and how to use the Kia app.
The site includes EV-focused service infrastructure, Kia said, including EV workbenches with enhanced insulation performance, a specialized high-voltage battery workshop and a facility for storing used batteries, aimed at providing safe and systematic EV maintenance services.
A Kia official said the Siheung flagship store is a brand space where customers can see Kia’s vision of future mobility, adding that the company plans to further develop and diversify spaces and experiential content focused on forward-looking customer experiences.
* This article has been translated by AI.
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