Kia's Next Phase

Remember when Kia products caused people to point and laugh? They are now long past that point, with an enviable reputation in design, quality, and innovation (and are the 8th largest global brand). This year’s Investor Day showcased a future road map with several intriguing new surprises (and confirmation of some assumptions):

• 2030 targets of 4.31M units (+23% vs 2026 targets) and 4.5% market share (+0.7 points). These factor in assumptions that EVs will account for 29% of global sales by 2030, and a roughly 60% boost in Kia hybrid sales

• New EVs include a B-hatchback EV (which has been previously hinted at as the new EV1, and which will be Kia’s lead software-defined vehicle), an even smaller A-SUV EV, and a compact SUV EV (for Europe) positioned just above the EV5. There will be one additional car EV and seven additional SUV EVs.

• A next-generation platform—likely the same next-generation Hyundai will launch with the Genesis GV90—will allow for 40% higher battery capacity, 8% more powerful motors, and Level 2++ (comparable to BlueCruise and SuperCruise) automated driving

• After announcing plans to enter the commercial vehicle business in 2020 and launching the midsize PV5 last year, Kia has confirmed a large PV7 for 2027 and an even larger PV9 for 2029. Curiously missing is the PV1 “last mile delivery” van shown at CES 2024. However, none of these vehicles will come to North America.

• Kia will follow Hyundai’s lead (and likely share their body-on-frame architecture) with a new dedicated electrified midsize pickup for the US by 2030—with an EREV option

• For the U.S., a new K5 hybrid in 2027, a K4 hybrid in 2028, and a Telluride EREV in 2029

Considering the current chaotic state of the global auto industry, Kia seems to have a good grip on what they need to do to keep its head above water. The next few years promise to be exciting.