Automakers

Kia Europe's electrification strategy: Be flexible and pragmatic

Kia Europe CEO Marc Hedrich Arc 2024
Kia Europe CEO Marc Hedrich was named to his current post in January, after holding the top job at Kia in France. (KIA)
July 09, 2024 04:00 AM

Kia is taking a pragmatic approach to the European market, continuing to offer and develop internal combustion engines – diesels included – as well as full-electric models. The South Korean brand, which last year surpassed sibling brand Hyundai in European sales, plans to remain with the franchised dealer model, rather than moving to agency direct sales.

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