Kia Wants Its Electric Vehicles to Dominate the Global Market With EVs, HEVs, PHEVs, and PBVs
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Kia Wants Its Electric Vehicles to Dominate the Global Market With EVs, HEVs, PHEVs, and PBVs

Kia electric vehicles - EV9
  • Kia plans to increase its electrified sales figures to nearly 60% of its overall sales.
  • After Kia’s 2021 rebranding, the automaker has consistently experienced record-setting sales figures.
  • Kia will add 15 more electrified vehicles to the lineup by 2030, including several EVs and PBVs.

It’s a great time to be Kia. The three-row Kia EV9 is selling like hotcakes and winning top awards, and the automaker has announced the launch of the affordably-priced EV3. As the lineup of Kia electric vehicles continues to grow, the automaker shared its roadmap to be the global leader in electrified transportation.

The plan includes battery electric vehicles like the EV9 and EV3 along with plug-in hybrid vehicles (PHEVs) like the Kia Niro PHEV and hybrid-electric vehicles (HEVs) like the Sorento Hybrid.


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Bringing the Kia PBV Concept to Life

Kia’s global EV domination plans also include building its lineup of Platform Beyond Vehicles (PBVs). These modular electric vehicles can be fully customized to meet the needs of consumers and businesses.

The Kia PBV lineup has “Easy Swap” technology with a vehicle chassis that includes a driver zone and interchangeable rear “Life Modules,” so the PBV can serve as a taxi during the day, a delivery van in the evening, and a recreational vehicle on the weekends. Like the EV line, the PBV lineup will be numbered, with the smallest model wearing the name PV1 and the largest named PV7.

  • Kia PBV1 PBV5 PBV5 High Roof PV7 Concept Lineup Reveal
  • Kia PBV5 Concept Lineup Reveal
  • Kia PBV1 PBV5 High Roof Concept Lineup Reveal
  • Kia PBV1 PBV7 Concept Lineup Reveal
  • Kia PBV7 Concept Lineup Reveal
  • Kia PBV7 Concept Lineup Reveal

Kia debuted the PBV lineup at the 2024 Consumer Electronics Show (CES) in Las Vegas, and the automaker is expected to begin producing the mid-sized PV5 in 2025. In 2027, Kia will launch the largest PV7. Thanks to the flexibility of the Kia PBV lineup, the automaker has set a goal to sell 250,000 PBVs annually by 2030.


Responsive Solutions to the EV Market Changes

The automaker recognizes that the transportation industry fluctuates, and the new Sustainable Mobility Solutions Provider gives Kia the tools it needs to respond to uncertainties. Despite the flexibility of the plan, Kia plans to introduce 15 new electrified models and sell 1.6 million EVs by 2030. Some of those models include the two PBVs and several EVs: EV2, EV3, EV4, and EV5. The other new electrified models will be new HEVs and PHEVs.

Kia EV3
Kia EV3 Concept

By 2030, Kia plans to sell 2.48 million EVs, HEVs, and PHEVs. This is 58% of its 2030 sales goal. This goal proves that Kia is determined to be a leading EV brand.

Ho Sung Song, President and CEO of Kia, said, “Following our successful brand relaunch in 2021, Kia is enhancing its global business strategy to further the establishment of an innovative EV line-up and accelerate the company’s transition to a sustainable mobility solutions provider.”


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The 2021 Kia rebranding strategy has worked. Quarter after quarter, Kia repeatedly announces record-setting sales figures. It should come as no surprise. Kia has a lineup of well-equipped, affordable, fuel-efficient, and attractive vehicles. Some of that success can be attributed to the automaker’s memorable and heartfelt commercials. Remember the robot dog chasing the EV6 or the family that illuminated the outdoor ice rink with an EV9?

2024 Kia Sorento PHEV

While some joke about the “K.N” brand, the Kia rebranded logo and slogan “Movement that inspires” fits the brand’s look and innovative features. The new logo is modern and forward, just like the redesigned and new lineup. It’s a fitting logo for a brand that is determined to lead the world in inspired, electrified mobility.


Improved Customer Experiences

Fortunately, the company’s goals also include improving the customer experience. Kia’s plans include flexible production and operation while delivering innovative products at dealerships. Hopefully, the improved customer experience includes training more technicians in EV maintenance and repair.

As the owner of a 2023 Kia EV6, I’ve learned that some Kia dealerships do not service the EVs they sell. Dealerships that provide EV service become overwhelmed and backlogged. Kia can fix this by providing training programs for all dealership service technicians.

2024 Kia EV6 GT front passenger profile
2024 Kia EV6 GT

In the past month, my EV6 needed two service visits — one to replace the water pump and the second to replace two vital charging components. Both visits took 10 days from dropoff to finish. Fortunately, Fox Kia North in Grand Rapids, Michigan, gave me a loaner EV6 for those 20 days. My experience was positive, but I’ve heard of other EV owners waiting longer for parts and repairs while being on their own to find temporary transportation.

Ownership experiences matter, as word-of-mouth marketing helps build brand loyalty. If Kia plans to dominate the EV industry, they must have technicians who can care for them — at all Kia dealerships. Dominating any industry is challenging, but Kia has the lineup, price point, and branding to do it.


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IMAGES: KIA

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AUTHOR: 

KRISTEN BENTLEY

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