Kia revises EV sales target, focuses on hybrids

Kia has adjusted its long-term global sales strategy, reducing its 2030 EV forecast by 340,000 units, in a shift that reflects the rising demand for hybrids and the need for flexible vehicle production and distribution.

Announced at the brand’s annual Investor Day, Kia now aims for 1.26 million EV sales by 2030, down from previous forecasts, contributing to a revised global sales target of 4.19 million units - down from 4.3m. The update comes despite record-high annual revenue and profit margins achieved in 2024.

Kia still plans to launch 15 EV models by 2030, including the upcoming EV2, EV4, and EV5, alongside three electric vans, two of which will launch before 2029.

In response to hybrid demand, the brand is doubling down on electrified combustion technology. It now targets hybrid sales of one million units by 2030, more than double the 490,000 forecast for 2025. The hybrid offering will expand across all segments, from compact to full-size vehicles.

For UK retailers, the hybrid and EV shift will be backed by regionalised production to improve supply and responsiveness. Europe will become the production centre for compact SUVs and hatchbacks, aligning with UK market preferences, while North America will specialise in mid-to-large SUVs, and India in value-focused compact SUVs. Korea will remain the global hub for EV innovation.

Kia will retain manufacturing flexibility by continuing to build ICE, hybrid, and EV models across 13 existing plants, while increasing efficiency with two new dedicated EV facilities.