If ambition and reality do not match, a clear vision may help. Kia’s share of sales of electric cars in Europe is expected to rise to 40 percent, “in the foreseeable future,” says President Ho-sung Song. Customers are, however, not really on board, with the purchase price in particular being a high hurdle. Song has of course recognized this too. “Customers are currently not prepared to pay the extra costs for electric cars,” he says. But: “The electric car will come.” The best answer is a good product that can compete. In the class of compact city cars, attention is drawn primarily to the ID.3, whose acceptance Volkswagen is having more difficulty than expected, not least because the overall package was not right from the start and led to disappointments. Kia is now positioning itself precisely in this environment.
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