Spanish Corporation and Dealer Representatives: “When it comes to electric vehicles, it’s Kia… youthful image”
(Barcelona=Yonhap News) Reporter Lim Seong-ho – “I am confident that the Kia EV2 will succeed in Europe. Earlier models like Niro and EV6 also did well.”
On the 25th of last month (local time), Eduardo Mosas, Kia Spain Corporation’s Dealer Development General Manager, shared this response when asked by Korean reporters about the European market outlook for EV2 at the Kia Integral Car dealership in Barcelona, Spain.
The EV2 is a small SUV that Kia is launching as a strategic model overseas, scheduled to be released in Europe next year.
Eduardo GM noted, “Europeans prefer small cars, and the size of the EV2 is generally popular in Spain too.”
Kia hosted the “Kia EV Day” near Tarragona, Barcelona, on the 24th of last month, showcasing new cars targeting the European market, including the concept model of the EV2, as well as the EV4 and PV5. While the types of cars vary from sedans to hatchbacks, SUVs and purpose-built mobility (PBV), they are all electric vehicles.
Álvaro García Conde, Kia Spain Corporation’s Dealer Development General Director, explained, “The electric vehicle theme is rapidly growing in Europe, and since Kia makes good EVs, there’s a recognition of ‘Kia means electric vehicles.’ Initially, there was a perception of Kia having strong technology, which has grown into an appreciation of their design.”
Santiago Sanz, the representative of Integral Car, added, “Kia has a youthful image, especially since they started producing electric cars.”
Kia entered the Spanish electric vehicle market in 2014 by selling 2 Soul EVs and has since seen significant growth, releasing models like Niro EV in 2019, EV6 in 2021, and EV3 last year. In 2021, they sold 1,085 EV6s, surpassing the annual sales milestone of 2,000 units for the first time.
Last year, Kia sold a record 2,645 units, marking the seventh consecutive year of growth since 2017. In just the past month, they sold 443 units, with the EV3 (417 units) surpassing the BYD Dolphin (394 units) to rank first in electric vehicle sales.
The popularity of Kia in Spain is also partly attributed to its ’20-year partnership’ with Spain’s world-famous tennis player Rafael Nadal, who retired last year. Agustí García Sala, Integral President, said, “It’s fair to say that Kia and Nadal have grown together. Thanks to Nadal, the awareness of Kia among Spaniards has improved.”
Kia, which established a local sales entity in Spain in 2004 to start direct sales, has sold over 860,000 vehicles, including internal combustion engine cars, up until last year. This year, they aim to surpass a cumulative 900,000 units by focusing on popular models, electric vehicles, and hybrids.
Through this, they aim to further increase the European market sales, which have consistently exceeded 500,000 units annually (combined with Hyundai) since 2021.
A promotional video for Kia’s PBV was playing across the screens on the dealer’s walls. Sanz stated, “We are preparing to start PV5 sales targeting November this year.” Kia expects the PV5, which lowers the conversion costs for light commercial vehicles (LCV), to secure competitiveness in the local market.
Director Conde emphasized that “The leader in the Spanish LCV market is Toyota, and other brands also have high potential, making the competition intense, but Kia’s PBV is 100% electric, which can give it an edge in the market.”
At the Integral dealership, a retiree named Juan (75) was present to sign a contract for a Stonic Hybrid.
He mentioned, “I used to drive a Volkswagen Passat, but switched to Kia based on the recommendation of my family, who drive a Sportage and a Niro.”
Kia sold 4,858 units in Spain in January, achieving a market share of 6.5%, ranking second after Toyota.