'Kia sales up 4% despite 5% drop in global demand'
US market targeted with EREV, pickup truck plans
Kia President Song Ho-sung laid out a region-specific strategy to sustain sales growth in the global auto market, centering on electric vehicles in South Korea and Europe while pushing hybrid models in the United States.
Speaking to reporters Thursday at the 2026 Busan Mobility Show at BEXCO in Busan, Song said markets are becoming increasingly fragmented by region. "EV demand is rising sharply in Korea and Europe, while hybrid demand is growing rapidly in the United States," he said.
He said Kia has secured a lineup capable of meeting demand on both fronts. "Kia has both mass-market and volume EV models, giving us the lineup to respond to demand in Korea and Europe," Song said. "In the US, the launch of the Telluride hybrid has added further momentum, and we are seeing sales momentum continue across all regions."
Song said Kia's retail sales grew more than 4 percent in the first five months of this year even as global auto demand fell about 5 percent over the same period, pushing the company's global market share above 4 percent. "We expect to continue expanding our market share in the second half, driven by EVs, hybrids and new model launches," he said.
Song also confirmed that Kia is developing an extended-range electric vehicle. "We are developing the EREV around larger vehicle segments, targeting the US market," he said. He added that the company is also preparing to enter the US pickup truck segment.
On production plans at the Metaplant in Georgia, Song said the facility will focus on the Sportage hybrid for now. "If demand grows and additional models are needed, we will consider expanding production," he said.
Song acknowledged that the pace of electrification has slowed somewhat from initial expectations but said growth would continue. "It is true that the pace of electrification has slowed a bit more than originally anticipated, but with high oil prices persisting since the war, demand for EVs and hybrids remains solid," he said. "Electrification today is being driven by customers, not governments or manufacturers."
Song was equally upbeat about Europe. "European consumers are very sensitive to fuel costs, and EV demand has been picking up again recently," he said. "Kia is growing more than 10 percent in the European market in June, following the same trend in May."
On competition from Chinese automakers, Song said additional tariffs imposed by Europe on Chinese EVs have pushed those companies to pivot toward plug-in hybrids and other segments. "Chinese automakers are growing, but so is Kia," he said.
Song called Kia's purpose-built vehicle a "game changer." He said conventional commercial vehicles require costly and time-consuming third-party conversions after purchase, whereas the PBV eliminates that waste while improving both customer convenience and environmental performance. "Customers in the US and Europe also place high value on the PBV," he added.
Meanwhile, Kia is using the show — which runs through July 5, starting with Thursday's press day — to display its full EV lineup alongside the Vision Metatourismo concept, and to unveil three new PV5 variants.
eyre@heraldcorp.com
