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Kia Motors revealed this week that it will be launching six electric cars in China by the year 2027. The move is part of the South Korean automaker’s goal to have its share in the Chinese EV market.
According to Yonhap News Agency, Kia Motors’ plan is to build and introduce the EV6 all-electric sedan next year and chosen to release it in China as it is currently the biggest automobile market in the world. For the other five EV models, the company did not share any details about them yet, but it is clear that these will be gradually unveiled in the following years until 2027.
Moreover, the company is also looking to bolster its sales in the Chinese land through a local joint company that has been reorganized recently. The automaker set up the Dengfeng Yueda Kia in 2002, and this is a joint venture with the local firms Dongfeng Motor Corp. and Jiangsu Yueda Group. The two companies both own a 25% stake in the company that was established by Kia so it can enter the Chinese market.
At any rate, the Sorento SUV maker has seen weak sales in recent months and is trying to get back on track. The declined sales were due to the long-lasting effect of a diplomatic dispute between Beijing and Seoul over the deployment of Terminal High Altitude Area Defense (THAAD), the missile defense system, in South Korea in 2017.
The Korea Herald reported that for its plan to launch six EVs in China, Kia will exert more efforts to attract local customers. Some of the things it will do include leveling up its advertising and marketing strategy, such as holding customer events and offering test driving on the date and time they are available.
The company is hoping these moves will make customers feel and see that Kia is a brand that can be easily approached. It will also be hiring Chinese professionals to be part of its workforce, and this is another effort to localize the brand.
“In line with the launch of the new joint venture led by our company and with the support of Jiangsu Yueda Group, we will transplant our global capabilities into China and rebound our Chinese business this year through efficient decision-making and substantial business promotion,” Korea Herald quoted a Kia official as saying in a statement. “In the future, we will seek the optimal governance structure for sustainable growth in the Chinese market.”
