Kia is launching its strategy and expanding its electric offering

Kia is currently presenting the EV3 to European press at a static preview in Frankfurt. The manufacturer, however, has limited the technical characteristics and images of this SUV until May 23. The date that corresponds to the official presentation of the EV3. So we still have to wait to introduce you to this very promising car. However, we took advantage of our trip to Frankfurt to meet with Marc Hedrich, who is now the President of Kia Europe. First he presents the latest results of Kia in Europe and in the French market. He then discusses the strategic plan that the manufacturer continues to implement as planned. After launching the EV6 and EV9 in the upper segments, Kia is now targeting a wider range of customers. The upcoming launch of EV3 will be the leader of this new conquest.

2023, a record year for Kia in Europe

Marc Hedrich, UK Before we talk about Kia’s future electric models, can we take stock of Kia in Europe and France?

For Europe, 2023 was an all-weather record year for Kia. We have sold over 600,000 vehicles. In the first quarter of 2024, we face more problems in certain markets, which explains the decrease of 3.6%. On the other hand, we are growing by 10.5% in France on an international market that is growing by 5.7%. At the European level, we continue to make progress in 2024 regarding electric vehicles (+2.8%) and especially the addition of EV9. A car for which most of the delivery of the first models took place in the first quarter. For a car costing more than 80,000 euros, we have recorded very good orders in certain markets such as the UK.

Impact of changes to bonus rules

The bonus rules changed in 2024. Did this have an influence on Kia’s first quarter results?

We knew we would lose the bonus. So we have done everything to increase our order book up to December 15, and delivered up to March 15. This also partially explains the good results of the first quarter in France. Today, the situation is more volatile and we are feeling the impact on orders, especially for the Niro EV. It makes sense because we are losing bonuses unlike some of our competitors who continue to have them. Now we face them, we start with a bag full of stones.

Electric cars will soon be manufactured in Europe

For now, you’ve made up for it with some great deals, including an €8,000 discount on the Kia Niro EV. Will you continue this policy?

No, these ads are not intended to continue. In fact, we are a brand that takes its values ​​very seriously. In the future, we will rely more on the arrival of new vehicles such as the EV3, which will start production in August. Production that will remain in Korea. On the other hand, we are in the process of electrifying our factory in Slovakia in Zilina. Therefore, starting next year, we will be able to produce two 100% electric models there. Cars that will benefit from the bonus. These will be new models including the EV2, a small car that should appeal to a large audience in Europe.

Expansion of various types of electric vehicles

After the EV6 and EV9, Kia will continue to launch a new generation of electric vehicles. Do you intend to reach all market segments?

We started by building the electric foundations with the electric Soul in 2014, then with the first Niro. We then changed strategy with Plan S to transform Kia into an electric mobility brand. In the first phase of this initiative, we wanted to define our skills and take the brand to the next level. So we first launched the EV6, Car of the Year 2022, which got a very good reception. Then with the EV9, we stayed on top of the market. From now on we want to reach more people. It starts with the EV3, but by 2025 we will have an avalanche of new models. Cars that will cover more market segments.

EV3, a car aimed at mass consumers

Today you present EV3 statistically, what are its main goals?

And EV3, we want to reach the largest number of customers. With this C-segment car, 4.30m long, we are in the middle of the European market. This is an SUV with a lot of space inside and a design that is close to that of the concept (photo). With its important independence, it has the potential to be the only car in the household. The new generation car based on the electric powered platform, looks different from the Niro. Large and available in hybrid, plug-in and electric, this will continue to work alongside the EV3. The latter will arrive at retailers at the end of the year, at very competitive prices. We are not communicating our quantitative goals, but we will be able to meet very high demand.

Kia remains confident in the electric future

After years of strong growth, sales of electric vehicles are beginning to decline in Europe. Are you still confident about the future?

We remain very confident. If we put things in perspective, the car market is only growing. Indeed the German market crashed because the government suddenly canceled the bonus. However, the European market continues to grow. This development will continue next year, especially as the manufacturers’ offerings expand more and more. Some markets move faster than others. In the UK, the market share of electric cars reaches 20%, in France the increase continues. In the Netherlands, we also see a very high level and in the Nordic countries it works very well. Spain starts from far but is already at 6%. Finally in Italy the sale should start with the next big bonus announcement.