In 2025, Kia held "EV day" with a bolder statement—“Turn the Tide”—signaling its ambition to break through the stagnation of today’s EV market and reshape the industry’s direction. With the global debut of new models including the EV4, PV5, and Concept EV2, Kia effectively communicated its distinctive EV strategy and advanced technologies to global media and attendees. At the moment of the reveal, a dynamic 360-degree driving performance using the full space of the Tarragona amphitheater in Spain and a massive LED stage added a strong visual impact. In addition, themed keynote presentations clearly delivered the core messages of Kia’s electrification strategy. Approximately 200 members of the global media and VIPs participated in a Q&A session and a guided walkaround program, where they could explore the vehicles up close and gain a deeper understanding of the brand strategy and technologies. In the technology exhibition zone, Kia showcased its E-GMP.S platform, the modular Kia AddGear interface, and Kia–Samsung IoT solution, offering visitors a distinctive and hands-on experience.