We have been talking about Korean firms for a long time as one of the cake, and sales reflect this. The evolution of Kia has been noted in its designs, with Europeanized vehicles that seek to fit in with the public of the old continent. This drift has made them one of the most chosen options, reaching historical registration data for the brand in Spain. In 2021 Kia led, for the second consecutive year, the private market in the Peninsula and the Balearic Islands. What’s more, one in ten cars registered by a family has been a Kia , with a share of 10% in the territory named above. This percentage translates into a total of 54,954 units sold, with a growth of 20% compared to the previous year marked by the pandemic.
Just a few hours ago we told you about the first top 3 of Toyota, which has managed to place its hybrid technology on the podium of the best sellers . Kia has also slipped into the Top 5 , being the fifth most registered brand in the country. These are spectacular results that demonstrate the rise of firms that come from Asian countries to combat tradition and break down the barriers of trust regarding their reliability. In the general market, Kia conquered a share of 6.7% in 2021 , which represents a growth of 1.1 points compared to the previous year, and that the general market only rose 0.2% compared to 2020.
a patient success
Kia’s success hasn’t been overnight. The adaptation of a purely Asian firm has been progressive, showing its evolution generation after generation. From Kia they have been able to understand the reason for purchase decisions, improving aspects such as its design, technological equipment and adjusting its prices to reach the average houses of our country. Dealing with the customer and the extensive dealer network is key to this success and, as Eduardo Divar, General Director of Kia Iberia, comments: “in 2021 we once again demonstrated the strength of Kia and its dealer network , growing strongly in a stagnant market, very affected by the crisis of the semiconductors and the economic uncertainty”.
This leap to the top positions would not be possible without preparation for the age of electrification. We have told you about Kia’s strategy in this area, considering a sorpasso capable of taking it to the sales leadership in zero-emission cars. In this sense, Kia was the second brand in the ranking of electric car registrations with 2,025 units and a 9.2% market share .
They have what it takes
Those of Kia are calm, they know that their project is up to the task. The wide range of products is another of its keys, with models in almost all segments and with their electrified versions . We are talking, for example, about the Kia Stonic, which with 10,626 registered units was the best-selling car in our country. The Kia Sportage is next in the ranking with 9,771 units, followed by the Kia Niro (8,711) and the xCeed (8,537). The rest of the range was sold in the following order: Ceed, Picanto , Rio and Sorento range, recently updated and celebrating its second decade on the market.
That growth seems to be going to last this 2022, given that it has maintained the good numbers at the beginning of the year. In January, Kia reached an 8.3% market share , placing it as the third best-selling brand. Within the individual channel, its percentage also increased to 11.8%, data that promises to improve in the remainder of the calendar. As Kia told us, the expected GDP growth is 5.5%, with an increase in the automobile market of 9% and even growth of more than 100% in the electric and plug-in hybrid segment. Taking these assumptions into account, Kia expects to market 8,000 hybrid and PHEV models throughout 2022, sales supported by electrified agreements such as the one signed with Endesa X to offer charging solutions in the homes of owners and dealers.
