Ho-Sung Song, born in 1962 in Jeonju, South Korea, is a global automotive leader known for driving Kia’s transformation into a future-focused mobility brand. With an academic background in French Language and Literature from Yonsei University, he built a strong global perspective that shaped his rise through Hyundai Motor Group and Kia’s international leadership roles. Appointed President and CEO of Kia in 2020, Song has led the company’s bold Plan S strategy, accelerating electrification, redefining brand identity, and expanding into new mobility solutions. Under his leadership, Kia has achieved record sales, global design recognition, and major EV successes, positioning the brand as a competitive force in the electric and sustainable mobility era.
Early Life & Education
Ho-Sung Song was born in 1962 in Jeonju, Jeollabuk-do, South Korea. He attended Jeonju High School and went on to graduate from Yonsei University, where he majored in French Language and Literature. Though his education was rooted in the humanities, this background cultivated a strong global mindset, linguistic ability, and cultural understanding, which are skills that would later prove invaluable as he navigated international markets and corporate leadership.
Early Career & Struggles
Song began his professional journey at Hyundai Motor Company before joining Kia, where he held several key positions, including Head of Export Planning, President of Kia Motors Europe, and Head of Global Business Management.
A significant challenge throughout his career has been steering Kia through a fundamental industry transformation, from its legacy internal-combustion-engine (ICE) foundation to a future defined by electrification, hybridization, and mobility services.
This shift required reorganizing operations, redefining product cycles, rebranding, and responding to changing regulations and consumer expectations, all while maintaining profitability in a hyper-competitive landscape.
Leadership & Plans
In March 2020, Ho-Sung Song was appointed President and CEO of Kia, succeeding Han-Woo Park.
His appointment came with a clear mandate: to accelerate the company’s Plan S strategy, which is Kia’s mid- to long-term blueprint for transforming into a leader in electric vehicles (EVs), autonomous technology, and mobility solutions.
Under Plan S, Kia set ambitious targets:
Launch a full lineup of 11 battery electric vehicles (BEVs) by 2025.
Achieve around 6.6% global EV market share (excluding China).
Ensure eco-friendly vehicles account for roughly 25% of total sales by the same period.
Key Product Milestones Under His Leadership
| Year | Notable Product / Initiative | Significance |
|---|---|---|
| 2020 | Appointment as President; Plan S begins execution | Establishes Kia’s new direction for EVs and brand identity. |
| 2022 | Launch and success of the Kia EV6, which won multiple international awards, including European Car of the Year. | Proved Kia’s EVs could compete globally in performance and design. |
| 2024 | Global debut of the Kia EV9, which went on to win World Car of the Year 2024. | Elevated Kia’s global brand prestige and positioned it among top EV makers. |
| 2025 | Global rollout of the Kia EV3, a compact, affordable EV; recognized by major automotive media for innovation and accessibility. | Expands Kia’s EV reach to the mass market. |
| 2024-2025 | Launch of PBV (Platform Beyond Vehicle) concepts and development of the PV5, Kia’s first dedicated electric commercial vehicle. | Marks Kia’s expansion beyond personal mobility into commercial EV solutions. |
Upcoming models such as the EV4, EV5, and EV2 continue to build on Song’s strategy of covering every EV market segment, from premium to affordable.
Achievements
Under Song’s leadership, Kia has achieved record-breaking global sales and profitability, reflecting the success of its brand and product transformation. The company has also strengthened its sustainability commitments and elevated its global reputation for design, innovation, and electric mobility.
Notable milestones include:
Kia EV9 winning World Car of the Year 2024.
Kia EV3 earning multiple “Car of the Year” recognitions in 2025.
Ho-Sung Song receiving the Issigonis Trophy at the Autocar Awards 2025, one of the most prestigious individual honors in the global automotive industry.
Continued evolution of Kia’s brand identity, including the new logo, corporate philosophy, and focus on sustainability-driven growth.
Challenges Along the Way
Song’s leadership has not been without hurdles. Some of the major challenges include:
Balancing legacy and innovation — sustaining ICE profitability while investing heavily in EV development.
Rising global competition from Tesla, BYD, and European manufacturers in the EV segment.
Consumer adoption barriers such as range anxiety, cost, and charging infrastructure.
Brand transformation risks, ensuring the new image resonates without alienating long-term customers.
Regulatory complexity across markets, requiring adaptive strategies for emissions, incentives, and supply-chain localization.
Recent Moves & Future Direction
Song’s focus is now on expanding Kia’s reach in Purpose-Built Vehicles (PBVs) and affordable EVs, key pillars of Plan S’s next phase.
Kia aims to sell around 250,000 PBVs annually by 2030, targeting logistics, ride-sharing, and delivery segments.
At the same time, the company continues to broaden its EV lineup — with EV3, EV4, EV5, and EV2 set to serve diverse customer bases, from premium buyers to first-time EV owners.
The ongoing priority: balancing growth, innovation, and profitability while navigating a rapidly changing global auto landscape.
Ho-Sung Song’s journey from a literature student in Jeonju to the global CEO of Kia is more than a personal success story. It’s a model of modern corporate transformation.
Without a technical background, he rose through the ranks by mastering global strategy, brand leadership, and long-term vision.
Under his guidance, Kia has not only accelerated its shift toward electrification and mobility innovation, but also redefined what the brand stands for, like bold design, sustainability, and accessible technology.
With strong financial performance, award-winning models, and continued innovation, Ho-Sung Song remains at the forefront of Kia’s evolution, steering the company confidently into an all-electric, mobility-driven future.
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