Kia expects European sales to reach 500,000 units in 2021, with pure electricity accounting for 70,000 units
According to foreign media reports, Kia European executives said that this year they will further increase the company's market share in Europe, but if the epidemic is not controlled, the target will be revised.
(Image source: Kia)
Emilio Herrera, chief operating officer of Kia Europe, said: 'Kia has a difficult start this year, but if the epidemic improves after February, we may achieve a recovery in March and may still save its performance in 2021. 'But Herrera said that if the epidemic is not alleviated, the company will be more pragmatic in terms of sales targets.
According to data from the industry association ACEA, in 2020 Kia’s car sales in Europe (EU, EFTA and the UK) fell by 17% year-on-year to 416,715 vehicles, and its market share rose from 3.2% to 3.5% , Almost catching up with its sister brand Hyundai, and Hyundai's market share in Europe has stabilized at 3.6%. During the same period, overall European car sales fell by 24% year-on-year.
In Kia’s overall sales, short-term rental companies accounted for a relatively small proportion of car sales. Last year, short-term car rental companies were hit hard in Spain and other countries due to the sharp reduction in tourism and business travel affected by the epidemic. Less affected.
Herrera said that during the epidemic crisis, Kia also performed better than most competitors, because consumers think Kia is a rational choice. Kia also launched some offensives to boost sales. For example, the brand lowered loan interest rates in France and also allowed buyers to delay payment until January 2021.
Kia’s sales target for the European market in 2021 is 500,000 vehicles. Herrera said that Kia's sales target for this year is 20% higher than last year's sales, and the increase may still be slightly higher than the overall European car market. In 2019, the company sold 502,841 vehicles in Europe.
But Kia’s sales may also be dragged down by specific market issues, such as the related car sales procedures caused by Brexit, the uncertainty of car rental in Spain and changes in local carbon dioxide emissions taxes.
Carbon dioxide emissions
2021 Soul (picture source: Kia)
Herrera said that Kia has achieved the EU's vehicle fleet carbon dioxide emission reduction target in 2020, and the emission is 2.5g/km lower than the standard, but this year will need to double sales of pure electric vehicles in Europe to meet the 2021 target.
According to the company's data, Kia will sell nearly 40,000 pure electric vehicles in Europe in 2020, and this year it will need to sell nearly 70,000 pure electric vehicles to meet more stringent CO2 emission reduction targets.
Currently, Kia sells two pure electric vehicles in Europe, namely Soul and Niro small crossovers. In September of this year, the company will launch a compact pure electric crossover, and it will also be its first electric vehicle based on Hyundai's new modular electric platform E-GMP.
In 2021, Kia’s carbon dioxide emission target in the EU is about 110g/km. Herrera said: 'According to the current forecast, we estimate that we can reach 108.9g/km. But Kia believes that it is necessary to set up a buffer, because it is difficult to control sales, consumers will only buy the car they want.'