Kia has revised its long-term electric vehicle strategy, cutting its 2030 annual battery-electric vehicle (BEV) sales target from 1.6 million to 1.26 million units, citing a more measured outlook for global EV demand. However, the South Korean automaker will retain its plan to launch 15 BEV models by the end of the decade.
The adjusted forecast, outlined in Kia’s latest strategic roadmap, represents a reduction of 340,000 units from the goal set in 2023. The company also reaffirmed its goal of selling 250,000 purpose-built electric vehicles (PBVs) annually by 2030. Combined with projected sales of 1.07 million hybrids and plug-in hybrids, Kia now expects total electrified vehicle sales to reach 2.33 million units by 2030, with BEVs accounting for about 30% of its overall target of 4.19 million units.
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“In major markets, the proportion of electrified model sales is targeted to increase to 70 per cent in North America, 86 per cent in Europe, 73 per cent in Korea, and 43 per cent in India,” the company said, noting these figures include hybrids as well as all-electric models.
Kia plans to broaden its electric portfolio with new models, including the upcoming EV4 and production version of the Concept EV2, designed to target the small EV segment. Existing models like the EV3 and EV5 will also be rolled out in additional markets.
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In a bid to improve affordability and competitiveness, Kia will implement what it calls “cost innovation strategies.” These include simplified interior and exterior designs, standardized EV software, and next-generation electronic architectures. The company also aims to regionalize EV production: Korea will serve as a global hub, North America will focus on larger SUVs, Europe on compact models, and India on market-specific compact SUVs.
Additionally, Kia is preparing to enter the North American electric pickup segment with a new model based on a dedicated EV platform. The truck is expected to offer class-leading space, trailer capabilities, off-road features, and advanced safety systems, with a target of 90,000 annual sales and a 7% market share in the segment.
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The company is also advancing its Software Defined Vehicle (SDV) roadmap. A technology demonstrator, referred to as the ‘SDV Pace Car,’ is planned for 2026. The new software ecosystem, which integrates AI and autonomous driving technologies, will begin rolling out across volume models starting in 2027.
“Since launching the Kia Transformation strategy in 2021, Kia has continuously progressed to become a provider of sustainable mobility solutions that innovate space and enable customers to make better use of their time beyond conventional means of transportation,” said Ho Sung Song, President and CEO of Kia. “We will continue to develop the brand by implementing mid-to-long-term strategies to strengthen our internal stability and respond effectively to changes in the auto industry.”