Hyundai-Kia America Technical Center, Inc. Partners With The University of Michigan On Advanced Distracted Driving And

  Hyundai-Kia America Technical Center, Inc. Partners With The University of
       Michigan On Advanced Distracted Driving And Powertrain Projects

Partnership places University of Michigan graduate students and professors
alongside Hyundai-Kia America Technical Center, Inc. engineers on two
separate, advanced vehicle technology projects

- Driver brainwave study measures driver awareness and alertness in an effort
to prevent "highway hypnosis," an element of distracted driving

- Powertrain technology enhancements known as Lean Burn Combustion being
developed in an effort to help improve fuel efficiency in Hyundai-Kia products

PR Newswire

SUPERIOR TWP., Mich., Aug. 22, 2013

SUPERIOR TWP., Mich., Aug. 22, 2013 /PRNewswire/ -- As an automotive leader
and technology innovator, the Hyundai-Kia America Technical Center, Inc.
(HATCI) has partnered with the University of Michigan on two advanced
automotive engineering projects focused on distracted driving and fuel
economy. As a world-renowned university with a main campus located near
HATCI's Superior Twp., Mich., location, the University of Michigan provides a
deep pool of top-tier scholastic talent and is a logical partner for HATCI.
The new projects will pair graduate students and professors from the
University's College of Engineering and School of Kinesiology with HATCI
vehicle engineers to work alongside each other to produce unique solutions to
ever-changing customer needs and technology challenges.

"While we've had many collaborative efforts in the past, this partnership
marks the beginning of a much longer-term and more focused relationship that
will continue to grow in the coming years,"said Dr. Sung Hwan Cho, president,
HATCI. "Combining the unbridled enthusiasm and free-spirited thinking of
graduate students from a world-class university with the talented technical
minds found within HATCI, we can explore new ways in which to approach
significant technological hurdles in the automotive industry."

The partnership is beneficial to both parties as, in addition to collaborative
research, it provides an engineering recruiting opportunity for HATCI,
targeting University of Michigan graduates, and will help retain engineering
talent in the local area.

"These new research collaborations with the Hyundai-Kia America Technical
Center demonstrate the multi-disciplinary nature of automotive research and
have the potential to catalyze further research at the University of Michigan
as well as to inform our educational mission," said Umesh Patel, senior
director at U-M's Business Engagement Center. "We look forward to the
opportunity to strengthen and expand our partnership."

As Kia Motors America (KMA) continues to launch new vehicles in the U.S.
market, innovative technologies are finding their way into products that
customers can drive today. The 2014 Kia Cadenza is KMA's most technologically
advanced vehicle on the road with available features such as lane departure
warning, adaptive headlights, adaptive cruise control and blind-spot detection
systems.

"KMA puts strong emphasis on incorporating useful advanced technology and
innovative safety features into all of our vehicles, and it's projects like
this collaboration with the University of Michigan that allow us to
differentiate our brand and continue to bring safe, high-quality products to
market," said Orth Hedrick, executive director, product planning, KMA.
"Utilizing our relationship with the University of Michigan also will allow
Kia to capture young and well-educated engineering talent that spawns new
ideas and professional execution."

Highway Hypnosis
Highway hypnosis is a mental state in which a person can drive great distances
without recollection of having consciously done so. According to the National
Highway Traffic Safety Administration (NHTSA), 3,331 people were killed in
distracted driving-related accidents in 2011, and NHTSA estimates another
387,000 more were injured. The team of engineers and students will conduct a
way to measure driver brainwaves using Electroencephalograph (EEG) sensors.
Utilization of this brainwave activity information has the potential to detect
the early onset of driver drowsiness, which would then result in a tactile and
audible alert to the driver. Current methods of detecting driver drowsiness
are noting changes in head position and eyelid activity, both of which require
a longer time to determine potential danger; whereas EEG sensors may detect
driver drowsiness prior to the driver's behavioral change taking place.

Dual Pre-Chamber Lean-Burn Combustion
The second project coming out of the partnership involves an emphasis on
improved fuel economy using a Dual Pre-Chamber (DPC) lean-burn combustion
system. This study focuses on combustion chamber and piston dome geometry
development to support lean-burn combustion. Initial studies will examine
in-cylinder flows using advanced computational fluid dynamics tools to
optimize flow. Subsequent work will be carried out using a single cylinder
optical engine to visualize the flow and perform further optimization studies.
The graduate students will support the single cell optical study while HATCI
engineers develop the cylinder hardware. Together, HATCI and University of
Michigan engineers will develop and test this new DPC lean-burn combustion
system on HATCI's dynamometer.

Kia: One of the World's Fastest Moving Global Automotive Brands
Kia Motors America is one of only three auto brands to increase U.S. sales in
each of the past four years, and in 2012 the company surpassed the 500,000
unit mark for the first time. With a full line of fun-to-drive cars and CUVs,
Kia is advancing value to new levels of sophistication by combining
European-influenced styling – under the guidance of chief design officer Peter
Schreyer – with cutting-edge technologies, premium amenities, affordable
pricing and the lowest cost of ownership in the industry. Kia recently joined
the exclusive ranks ofInterbrand's "Top 100 Best Global Brands," and is
poised to continue its momentum with seven all-new or significantly redesigned
vehicles scheduled to arrive in showrooms in 2013. Over the past decade Kia
Motors has invested more than $1.4 billion in the U.S., including the
company's first U.S. assembly plant in West Point, Georgia – Kia Motors
Manufacturing Georgia – which is responsible for the creation of more than
11,000 plant and supplier jobs. The success of the U.S.-built* Optima
andSorento in two of the industry's largest segments has fueled Kia's rapid
growth and is complemented by Kia's comprehensive lineup which includes the
Cadenza flagship sedan, Soul urban passenger vehicle,Sportage compact CUV,
Optima Hybrid, the Forte sedan, Forte5, andForte Koup compacts, Rio and Rio
5-door sub-compacts and the Sedona minivan.

* The Sorento and Optima GDI (EX Trims and certain LX Trims only) and GDI
Turbo are built in the United States from U.S. and globally sourced parts.

About Kia Motors America
Kia Motors America is the marketing and distribution arm of Kia Motors
Corporation based in Seoul, South Korea. KMA offers a complete line of
vehicles through more than 765 dealers throughout the United States and serves
as the "Official Automotive Partner" of the NBA. In 2012, KMA recorded its
best-ever annual sales total and gained U.S. market share for the 18th
consecutive year. Kia is poised to continue its momentum and will continue to
build the brand through design innovation, quality, value, advanced safety
features and new technologies.

Information about Kia Motors America and its full vehicle line-up is available
at its website –www.kia.com. For media information, including photography,
visit www.kiamedia.com. To receive custom email notifications for press
releases the moment they are published, subscribe at
http://www.kiamedia.com/us/en/newsalert.

About Hyundai-Kia America Technical Center, Inc.
Hyundai-Kia America Technical Center, Inc. (HATCI), is the design, technology
and engineering arm for all North American models of the Korean-based
Hyundai-KIA Motor Group.

SOURCE Kia Motors America

Website: http://www.kia.com
Contact: Scott McKee, 949.468.4813, smckee@kiausa.com or Mike Ofiara, Kia
Motors America, 949.943.9376, mofiara@kiausa.com