South Korean automaker Kia is expanding its presence in Spain, one of Europe’s key car markets, through its electric vehicle (EV) lineup. Having already gained traction with models like the Sportage SUV, Kia now aims to boost market share with a stronger focus on electrification. Spain, the fifth-largest auto market in Europe, recorded 964,763 vehicle sales last year, an 8% increase from 2023. As U.S. trade policies under President Donald Trump create uncertainty, global automakers increasingly prioritize the European market.
Spain has become Kia’s third-largest market in Europe, driven by rising demand for its EVs and hybrid models. In 2024, the company sold 56,220 vehicles in the country, marking an 184% surge from 2013. Kia recently showcased its latest EV models—the EV4, PV5, and Concept EV2—at the 2025 Kia EV Day in Tarragona, underscoring its commitment to the growing Spanish EV sector.
Kia has steadily expanded its footprint in Spain since establishing a local subsidiary in 2004. Initially selling 30,000 units in its first year, the automaker crossed 100,000 cumulative sales by 2006 and surpassed 860,000 total units by 2023. Despite ranking sixth in overall car sales last year, behind Toyota, Volkswagen, and Renault, Kia remains a strong contender in the Spanish market. The company aims to strengthen its position with its latest EV models, including the EV4, PV5, and the upcoming EV2.
Electric vehicles are playing a central role in Kia’s growth in Spain. EV sales surged 598% to 2,645 units in 2024, with the Niro EV emerging as the brand’s top-selling model at 6,513 units. Kia now ranks as Spain’s seventh-largest EV brand, trailing Tesla, BMW, and BYD. The broader shift towards electrification is evident, as nearly 72% of Kia’s total sales in Spain last year were hybrid or electric vehicles.
The Spanish government had previously offered subsidies of up to €7,000 for EV buyers, though the program was halted in January. Despite this, Kia continues to gain traction, driven by strong demand for models like the EV3, its compact electric SUV. The EV3 was Spain’s best-selling EV last year, surpassing BYD’s Dolphin and Dacia’s Spring. Kia expects similar success for the EV2, which is designed to cater to Spanish consumers’ preference for smaller vehicles.
Kia’s reputation in Spain has been bolstered by its long-standing association with Rafael Nadal, the brand ambassador since 2004. Nadal, who personally owns an EV9, has played a key role in enhancing Kia’s image among Spanish consumers. The automaker has also built a strong dealership network with over 200 locations nationwide, ensuring accessibility for customers.
At the 2025 Kia EV Day in Tarragona, the company unveiled three key EV models—the EV4, PV5, and Concept EV2—highlighting its latest advancements in electric mobility. The EV4, Kia’s first compact electric sedan, offers a class-leading 533 km driving range, while the PV5 introduces a modular platform designed for various commercial and personal use cases. Kia plans to introduce 15 EV models globally by 2027 as part of its long-term strategy, further reinforcing its commitment to electrification.
Kia plans to strengthen its EV lineup in Europe with the upcoming launch of the EV2, a compact SUV aimed at making electric mobility more accessible. Set for release in 2026 at a starting price of €30,000, the EV2 is expected to sell over 100,000 units annually in Europe. The company will also roll out the EV4 and PV5 this year, with the EV4 priced at around €37,000 and a hatchback version exclusive to European customers. Meanwhile, the PV5 is positioned to compete with models like the Volkswagen ID. Buzz and Ford E-Transit will enter the market in the second half of the year.
Kia ranked seventh in Spain’s EV market last year, selling 2,645 units, but anticipates climbing the ranks with its expanded EV lineup. In January, its EV3 compact SUV outsold BYD’s Dolphin, signaling growing demand. Tesla led Spain’s EV sector in 2023 with 16,661 units sold, followed by BMW, BYD, and Mercedes-Benz. By 2027, Kia aims to introduce 15 electric models in Spain, focusing on mass-market adoption through popular models like the EV2, EV3, and EV4.
