Kia Iberia continues to grow in Spain and Europe

2022 was a very successful year for Kia, both in Europe and in Spain. The brand managed to sell a total of 542,000 units in Europe last year, representing growth of 7.9% compared to the previous year, despite the market falling by 4.1% in Europe. Of the total units sold, almost one third were electrified (between plug-in hybrids and pure electric vehicles), which means that Europe is the second most important region in the world for the brand.

In Spain, sales reached 58,412 units, representing a growth of 6% compared to 2021 (against a market that fell by 6.6%), and it achieved leadership in the private market for the third year in a row, with 39,745 units and an 11.5% market share in the Peninsula and the Balearic Islands. By channel, 68% of sales went to private customers, while 26% went to companies and 6% to rental companies.

Hybridisation, key to sales

The goal of Kia is to become the number 1 brand in electric mobility in Europe, with customer experiences, integration of products and services, and tailored mobility solutions. To achieve this, it plans to develop 14 electric models by 2027, sell 4,000,000 units in 2030, including 2 million electrified vehicles and 1.2 million pure electric vehicles.

Currently, almost 60% of Kia’s sales in Spain correspond to electrified cars. Of these, 29% are MHEV mild hybrid models, 19% are hybrids, 6% are plug-in hybrids, and 4% are battery electric vehicles. Kia holds second place in the market share ranking for electrified cars, with 9.3%, being the second brand in Spain that sells the most electrified vehicles.

By technology, this share is 10.5% for HEV full hybrids (second in the ranking), 7.8% for EV battery electric vehicles (second in the ranking) and 7.3% for PHEV plug-in hybrids (third in the ranking). Kia expects to achieve growth in sales of electrified models in 2023, which will rise from 58% to 71% of Kia’s total sales.

Focusing on the models, the Kia Sportage is the best-selling one, with 14,822 units, followed by the Stonic with 10,951, the Xceed with 9,359 units and the Niro with 8,872. For its part, the EV6, European Car of the Year in 2022 and a fully electric model, achieved sales of 809 units in Spain.

Good forecasts for 2023

The global economy is estimated to grow by 2.7% in 2023. With an estimated GDP growth of 1.2% for 2023, Spain will exceed the eurozone figure, which will remain at 0.5%, which will favour growth in the car market of 9%, reaching 836,700 units. These figures are still far (-33%) from the 2019 data, the year in which 1,255,000 cars were registered in Spain. According to the brand’s estimates, by channel, private channel growth is expected to be around 6%, with 366,161 units; the company channel by 5.2%, with 350,552 units; and rental by 36%, with 120,000 units.

The sales forecast of Kia for 2023 for the Peninsula and the Balearic Islands is 62,000 units, representing growth of 6% compared to 2022.

Commitment to electrification

For several years now, Kia has been carrying out an intensive electrification plan across its models, although it does not rule out any type of technology (petrol and diesel combustion, hydrogen, micro-hybridisation, mild hybridisation, plug-in hybrids and pure electric vehicles), so the brand’s technological commitment is not closed to any type of future advancement.

Some time ago it launched an innovative customer loyalty system with a programme called “10 commitments of Kia“, which guarantee assistance, reliability and the brand’s commitment to its customers.

Among the projects for 2023, it will continue with the planned deployment of 40 chargers in its ultra-rapid charging network, together with EDP, both for its own customers and for users of other brands. In addition, the Wible Drive app will be extended to different locations across Spain, the Certified Used Cars programme will be launched, and 50% of dealerships will adopt the new corporate identity.

Regarding the product range, the arrival of the Kia EV9, fully electric and with 7 seats, is planned for next October, as well as a restyling of the Picanto and the Sorento in November.