Kia clearly explains: one Cheap e car under 22,000 euros is not on the short -term agenda. CEO KIA Europe Marc Hedrich makes it clear that the brand prefers to focus on profitability, quality and brand value instead of taking a risk of aggressive low prices.
Why does Kia not plan a cheap e car
Kia is investing massively in software, regulation and new platforms such as the coming EV2, the production of which starts in Slovakia in February. Hedrich emphasizes that low sales prices today hardly cover the costs of development and infrastructure. A price goal of around 22,000 euros would be conceivable, but would only be reached with significant cuts in equipment and quality - and this contradicts Kia's strategy as one of the most profitable manufacturers worldwide. Instead, Kia relies on differentiation, brand confidence and a competitive product portfolio.
Market strategy instead of price war
Kia deliberately does not primarily compare the price with Chinese competitors. Hedrich says: Price aggressiveness alone is not a sustainable way because scale advantages and other business models change the invoice. The aim is to ensure the financing of software updates, security and service through solid margins-i.e. to create the prerequisites for long-term customer satisfaction.
What that means for buyers
For buyers, this means: no immediate access to a heavily slimmed down entry-level car at Kia. Instead, prospective customers expect attractive entry-level models with good equipment, reliable quality and after-sales service-even if they are something above low lure prices. If you are looking for the cheapest offer immediately, you will find this with brands that deliberately rely on the ultra -laugh margins; Kia, on the other hand, offers a balanced price-performance ratio.
Conclusion
Kia deliberately dispenses with a short -term price competition below 22,000 euros and prioritizes profitability, product quality and investment ability. This is a strategic decision: not a cheap e car at all costs, but affordable, well-equipped models with long-term service and software promises.
