The automotive industry is facing significant changes, with manufacturers across Europe accelerating their shift to electrification.
Government policies, supply chain challenges, and evolving consumer demand are shaping how brands adapt.
Kia, which experienced setbacks in 2024, is launching a robust electric strategy to strengthen its position in Spain and beyond.
As reported by El Economista, the brand sold 57,105 vehicles in Spain last year—a 6% decline from 2023—largely due to supply chain disruptions and the discontinuation of the Rio model.
Kia’s EV Sales and 2025 Strategy
Despite its overall sales drop, Kia made strides in electrification during 2024.
The company registered 41,017 electrified vehicles (including hybrids and fully electric models), which accounted for 72% of its total sales—a significant increase from the previous year.
Purely electric vehicles made up 5% of Kia's sales, with 2,668 units sold, while plug-in hybrids represented 4%.
The EV3, Kia's latest electric model launched in late 2024, quickly became a key player in Spain’s EV market.
Within two months, 776 units were registered, making it the top-selling electric vehicle in January 2025.
To build on this momentum, Kia plans to introduce multiple new electric models in 2025. These include the EV4, a larger vehicle offered in both hatchback and SUV variants, and the EV5, a higher-end addition to the lineup.
Additionally, a commercial electric model, the PV5, is set to debut, marking Kia’s entry into the electric utility vehicle segment.
Industry Uncertainty and Regulatory Challenges
While Kia is investing heavily in EVs, uncertainty looms over the broader European automotive market.
The lack of an extension to Spain's Plan Moves III—a government subsidy program for electric vehicles—raises concerns about manufacturers' ability to meet stringent EU emission targets.
Rico Luman, an economist at ING, highlighted that brands may resort to strategies like partnering with EV leaders such as Tesla or registering unsold electric cars to avoid penalties.
However, Kia’s planned expansion of its electric offerings in 2025 positions it well to navigate these challenges.
As Europe continues its drive toward electrification, Kia is doubling down on its commitment to a sustainable future, ensuring a more competitive stance in the evolving market.
