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Kia Announces “Drive Wise” Sub-Brand for Autonomous Technology

  • Kia’s new “Drive Wise” sub-brand showcases autonomous technology
  • The brand focuses on advanced driver-assistance systems
  • Drive Wise will also facilitate human-machine interaction with features such as gesture control

Kia is using this year’s Consumer Electronics Show in Las Vegas to reveal a new sub-brand that will showcase the automaker’s autonomous-driving technology. Dubbed Drive Wise, the sub-brand will encompass all future advanced driver-assistance systems — high-tech safety features designed for semi-autonomous and autonomous driving — in the automaker’s upcoming vehicles.

The new Drive Wise sub-brand is already making waves at the Consumer Electronics Show, where several of its technologies are on display. Examples include highway autonomous driving (which uses cameras to interpret lane markings), urban autonomous driving (which uses GPS and sensors to identify the car’s position on the road) and preceding-vehicle following (which monitors the car in front and allows the partially autonomous vehicle to follow it — even through curves, lane changes and turns).

The systems are important for the automaker, which says it will roll out its first partially autonomous car by 2020 — a car that will be largely built upon the current generation of the brand’s driver-assistance technologies. Kia says a fully autonomous car should follow by 2030. We recently spent some time riding along in a driverless Kia, and we can see why the technology is a few years from making its way into dealerships.

Interestingly, the new Drive Wise sub-brand isn’t entirely dedicated to autonomous-vehicle technology. The brand also focuses on human-machine interface functions, which include fingerprint sensors, gesture control and smart-device connectivity. Kia also has examples of these features on display at this year’s Consumer Electronics Show.

What it means to you: Autonomous automotive technology is coming — and Kia’s Drive Wise sub-brand will help roll it out.

Doug Demuro
Doug DeMuro writes articles and makes videos, mainly about cars. Doug was born in Denver, Colorado, and received an economics degree from Emory University in Atlanta. After graduation, Doug spent three years working for Porsche Cars North America. Eventually, he quit his job to become a writer, largely because it meant that he no longer had to wear pants. Doug’s work has been featured in a... Read More about Doug Demuro

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