Kia executives have reported that the sales of the EV9, the company’s largest and most expensive electric vehicle in Australia, are meeting expectations. Despite being the slowest-selling model on average, the EV9 has garnered 534 sales from January to November 2024, priced between $97,000 and $121,000. This translates to an average of 49 units sold per month.
The executives acknowledge that there were fewer expressions of interest in the EV9 before its launch, but they emphasize that the vehicle was not intended to be a bestseller. Instead, it serves as a flagship model drawing customers towards other vehicles in the Kia lineup.
Kia’s general manager of marketing, Dean Norbiato, highlighted that while the EV9 may have been out of reach for some due to pricing, it has significantly boosted overall sales across the board. He mentioned that the EV9 has been instrumental in generating leads on the Kia website and increasing test drives for other models.
The EV9 falls into the ‘upper large SUV under $120,000’ category in the Australian market, competing with vehicles like the Toyota LandCruiser 300 and Nissan Patrol. Despite being in a relatively small segment, with around 23,000 units sold this year, the EV9 has made its mark alongside established SUVs.
As the electric vehicle market experienced a decline in 2024, the EV9’s strategic positioning as Kia’s first dedicated electric model alongside the EV6 has been crucial. Kia Australia’s CEO, Damien Meredith, emphasized the importance of showcasing the brand’s technological capabilities through the EV9 and EV6, setting the stage for future electric models like the EV3, EV5, and potentially EV4.
The decision to introduce the EV9 as part of Kia’s electric lineup has been strategic, focusing on telling a comprehensive technology story to consumers. By starting with larger models like the EV9, Kia aims to establish a strong foundation for its electric vehicle range, gradually expanding to smaller SUVs and hatchbacks.
Despite its initial sales figures, the EV9’s role as a halo vehicle has been pivotal in driving interest and engagement with the Kia brand. The executives remain optimistic about the EV9’s long-term impact on the electric vehicle market and its ability to pave the way for future electric offerings from Kia.
With a deliberate approach to showcasing advanced technology and performance in the EV9 and EV6, Kia is positioning itself as a significant player in the evolving electric vehicle landscape. The company’s focus on innovation and strategic product placement is expected to shape its future lineup and contribute to the broader electrification trends in the automotive industry.
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