10 years of electric excellence: Kia celebrates a decade of EV sales in UK

Posted by Premier Kia - Wednesday, 20th November 2024

• Kia’s first EV in Europe, the Soul EV, launched 10 years ago
• More than 70,000 Kia EVs sold in the decade in the UK
• Kia plans to have launched 15 EVs globally by 2027, which started with the launch of the EV6 in 2021
• EV3 latest to join EV6 and EV9 in Kia’s new wave of electric cars

 

10 years ago, Frozen was trending at the box-office, Pharrell Williams’ ‘Happy’ rang out across radios worldwide, and social media was awash with ALS ‘Ice Bucket Challenge’ videos. Kia also commenced UK sales of the first-generation Soul EV on 11 November 2014, marking the brand’s first step into the EV market.

A decade later, Kia has evolved from an emerging player in the EV market to a pioneer in the UK’s zero-emission journey. Starting with the groundbreaking EV6 in 2021, Kia now plans to offer nine fully electric models in the UK by 2027. The brand currently offers four cutting-edge EVs to UK customers (Niro EV, EV3, EV6 and EV9), which will be joined by a variety of other models over the next few years.

Paul Philpott, President & CEO, Kia UK Limited: “To mark a decade of EV sales in the UK is an achievement we’re proud of, and a landmark which very few other brands can celebrate just yet. Over the past 10 years, we haven’t only grown our EV model line-up significantly, but also demonstrated our dedication to innovation, quality and customer satisfaction.

“This milestone is a testament to the faith our customers have placed in us, and the hard work of our nationwide dealer network who continue to promote the latest and greatest of our EVs. In 2014, we ended the year having sold just over 77,000 new cars, and as the 12^th most popular brand in the UK. Fast-forward a decade, Kia UK has surpassed 100,000 new car sales for the third year in a row, and almost 50% of all our sales this year have been EV, HEV or PHEV. We also currently rank as the 4^th most popular brand in the UK year-to-date, a significant increase on our 2014 position. EVs have played an increasingly important role in this.

“Looking forward to the next decade of our EVs, we are in good stead. We have a clear strategy to maintain our position as a global leader in electrification with a wider variety of EVs on the way to match a range of customer needs and desires.  This is backed by a dedicated, well-informed dealer network to support UK buyers, particularly those taking their first steps into the world of electric motoring.”

2014: Breaking ground: Kia UK’s first step into an electric future
2014 saw the UK Government set the stage for what would eventually become the ‘Road to Zero’ strategy (officially launched in 2018), recognising the need to adopt stricter emissions standards, invest in EV charging, expand EV ownership incentives, and set carbon emissions reduction targets.

In the same year, Kia launched the first-generation Soul EV, the brand’s first globally sold EV. It offered a then-class-leading range of up to 132 miles on a single charge, a 27kWh battery pack, and a front-wheel drive powertrain producing 285Nm of torque and 81kW of power. The Soul EV combined the same practical and boxy proportions as its petrol- and diesel-powered equivalent, but now with cutting-edge EV technology.

Kia didn’t pursue lofty sales ambitions for the Soul EV in its first year, expecting to sell between 100 and 200 units of its new EV in its first full year of sales. The car was imported in limited quantities as Kia found its feet in the market, with only 13 specially trained UK dealers offering the car. This figure grew to 19 dealers in January 2015. The UK also lacked the necessary infrastructure to accommodate a boom in EV popularity, with only 5,222 public charging points across the country in November 2014, a figure which has since grown to more than 315,000¹.

Nonetheless, the Soul EV proved itself to be a well thought out and highly competitive adversary for the growing number of EVs on the market. From small beginnings, Kia UK had delivered almost 1,000 Soul EV units by 2018 as EV sales began to gain traction.

2019: Moving the goalposts: a new favourite joins the line-up
On 1 April 2019, the Kia e-Niro officially went on sale in the UK, having been revealed earlier in 2018. Similar to the Soul EV, the e-Niro was based on the same platform as a pre-existing ICE powered model (in this case, the popular Niro Hybrid and Plug-in Hybrid), with a relatively understated, practical and familiar design.

The e-Niro improved on the foundations laid by the original Soul EV. It offered a driving range of up to 282 miles on a single charge from its 64kWh battery pack. Its 150kW motor, producing up to 395Nm of torque, allowed for a more enjoyable and memorable driving experience, with fewer charging stops required. The model was praised from the outset as one of the very best electric cars on sale and was also named What Car?’s overall ‘Car of the Year’ for 2019 – the first electric car, and the first Korean car, to ever win the coveted prize. The e-Niro was an instant hit, with demand outstripping initial launch supply in just two weeks of sale, and the model going on to sell more than 7,000 units in 2019 and 2020.

Kia’s EV line-up grew to two, with the e-Niro joining the newly facelifted Soul EV which went on sale in 2019 with a bigger and more practical appeal than before. A more powerful drivetrain and a larger battery pack boosting its range up to 280 miles were key drivers for an increase in Soul EV sales.

2020: Shifting gear with a new global product strategy
Following the widespread success of the e-Niro model, in the UK and globally, 2020 brought with it a fresh strategy for Kia. Announced in January, Kia launched its ‘Plan S’ strategy – a series of mid- to long-term aims to progressively establish the brand as a leader in electrification, mobility, connectivity, and autonomy.

Kia outlined plans to offer 11 EVs worldwide by 2027, a plan since updated to 15 EVs, nine of which are due on-sale in the UK. Kia’s entry into the e-LCV (electric light commercial vehicle) market was also mentioned for the first time, as well as news of the brand’s first dedicated EV, codenamed ‘CV’, to launch the following year.

For the first time, Kia also shared a silhouetted image of six of its future models, with ‘CV’ at the heart of its line-up, surrounded by more models which would become familiar in the coming years.

Largely thanks to the e-Niro, 2020 also saw a drastic jump in EV sales for Kia with the brand selling 7,426 EVs in the UK throughout the year, a significant leap when compared with the 712 sold in 2019 – an increase of 943%.

2021: A new direction: new EV spearheads Kia’s coming of age
At the start of 2021, the Kia brand underwent a significant overhaul, 30 years on from its first arrival on UK shores. The familiar red oval badge was replaced with a modern, angular and sleek logo, reflective of Kia’s updated ambitions laid out in its ‘Plan S’ strategy the previous year.

On 30 March 2021, the brand revealed its first dedicated EV – and ‘CV’ was revealed to be the EV6, manufactured on a new Electric-Global Modular Platform (E-GMP). The new model showcased Kia’s updated design philosophy, ‘Opposites United’, with sharp accents and lines; it was also the first model to wear Kia’s new badge.

Key highlights of the EV6, afforded to it by its dedicated EV underpinnings, included a 77.4kWh battery pack paired with a rear- or all-wheel drive powertrain. A driving range of more than 300 miles on all variants, twinned with ultra-rapid 800V charging capability, meant the EV6 could drive further and recharge faster (10-to-80% in as little as 18 minutes) than almost any other EV on the market.

The EV6 represented a complete shift in Kia’s product strategy, as the brand’s first dedicated, ground-up engineered electric car – unlike the e-Niro and Soul EV which were based on their petrol-powered counterparts. The EV6 met instant acclaim from UK media and customers. It was named What Car?’s overall ‘Car of the Year’ for 2022, and the European Car of the Year 2022 – again, a first for Kia.

The EV6 was also offered in a hair-raising ‘GT’ spec, along with a commitment by Kia to offer high-powered variants of every one of the brand’s future dedicated EV passenger cars. The EV6 GT, with 577bhp and 740Nm of torque, served as the spiritual successor to the Stinger; the brand’s original ‘grand tourer’. Flexing its ‘GT’ credentials, it became the first Korean car to compete in the famous 1000 Miglia in 2023, finishing the 1000 Miglia Green as the highest-ranking performance electric vehicle entered into the race.

The EV6 kicked off Kia’s new product strategy with a bang and laid the groundwork for all future cars under the brand’s new ‘EVx’ nomenclature.

2023: a new flagship EV
First revealed as a concept at AutoMobility LA 2021, 2023 saw the introduction of the Kia EV9, the brand’s largest EV to-date. Sitting on the same E-GMP underpinnings as the trailblazing EV6, EV9 struck out into a new segment, targeting the three-row, premium SUV market.

Order books opened for the Kia EV9 in July 2023, immediately before the car made its UK debut at the 2023 Goodwood Festival of Speed. And like the EV6, the new model continued Kia’s momentum. One of the first of its kind, the EV9 offered the choice of six- or seven-seat configurations, with an attractive sub-£65,000 starting price, a driving range of up to 349 miles on a single charge, and ultra-fast 800V charging capability. It boasted a reimagined interior, featuring Kia’s new 10 sustainability ‘must-haves’, as well as tech and features traditionally reserved for the more established ‘premium’ brands. The EV9 was a bold step forward for the brand.

Like its forbears, the EV9 was instantly recognised by global media and UK customers. It was named ‘World Car of the Year’ and ‘World Electric Vehicle of the Year’ at the 2024 World Car Awards. Closer to home, it was awarded the ‘UK Car of the Year 2024’ prize by a jury of influential British automotive and industry journalists. 

2024: EV3 and PBV
Towards the end of 2023, Kia once again reaffirmed its electric intentions with its first ever ‘EV Day’ event. Held in South Korea, home of Kia, the brand revealed three new small- to medium-sized EVs, each informed by the EV6 and EV9.

The Kia EV5, a Sportage-sized compact SUV, was revealed as a production car, to be offered in certain Asia-Pacific markets first. Kia also unveiled two all-new concept models at the event: the EV3 Concept and EV4 Concept. The EV3 would become the first of those to come to the UK, and was officially revealed in production form in May 2024.

A ‘baby EV9’, the smaller, more affordable EV3 represents another significant step forward for Kia in a high-demand market, while echoing the same qualities that have put Kia on the map in recent years. Kia’s newest EV, offering more range on a charge than any Kia that has come before – and any of its key rivals at the time of launch – is also Kia’s most affordable EV to date².

First customer deliveries of the EV3 are happening now, with Kia already having taken more than 1,200 customer pre-orders for the new model, thanks to a national dealer ‘EV3 Electric Experience’ tour which allowed customers the opportunity to get early hands-on access to the car. The model has also been met with a positive initial response from media, being named Electrifying.com’s outright ‘Car of the Year’ for 2024.

Kia also took a bold step into the world of electric Light Commercial Vehicles (e-LCVs) at the start of 2024, officially revealing its Platform Beyond Vehicle (PBV) concepts at CES in Las Vegas. Recognising the importance of the electric van market, Kia will ramp up to launch the PV5, its first PBV, in 2025. This will be followed by the larger PV7 in 2027, with an annual sales goal of 250,000 e-LCV units worldwide in 2030.

Adding to an already busy year, in October 2024 the EV6 received a mid-life refresh, with a new front end and interior design, a longer range and the ability to charge even faster than before adding to its appeal.

Soul-long, farewell: the Soul EV bows out after a decade of sales
Having graced the UK with its boxy and bold presence for 10 years, the Soul EV has officially reached the end of its lifespan in the UK. When the model launched in 2014 it made Kia one of only a handful of brands with a mainstream EV offering more than 100 miles range on a single charge and opened the door for other trendsetting EVs to follow.

The model kickstarted Kia’s EV-intentions in spectacular fashion, and set the tone for Kia’s future models, constantly performing at the top of their segments. The Soul EV now passes the baton – for affordable, practical electrification – to the EV3, as Kia looks to continue its momentum into the next decade of EV sales.

By the end of 2026, Kia is targeting one million EV sales worldwide, increasing to 1.6 million by the end of 2030, and aims to have a global line-up of 15 EVs by 2027, including both passenger cars and fully electric PBVs.

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