When ambition and reality don’t match, a clear vision might help. Kia’s sales share of electric cars in Europe is expected to rise to 40 percent “in the foreseeable future,” as President Ho-sung Song says. The customer, of course, doesn’t really go along with it; the purchase price in particular is a high hurdle. Of course, Song recognized this too. “Customers are currently not prepared to pay the surcharges for electric cars,” he says. But: “The electric car is still coming.” The best answer is a good product that can compete. In the compact city car class, attention is primarily drawn to the ID.3, which Volkswagen is having a harder time accepting than even expected, also because the overall package wasn’t right right from the start and led to disappointments. Kia is now positioning itself precisely in this environment.
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