Kia SA boss ‘not scared’ to launch EVs
The head of Kia South Africa says he’s “not scared” to launch EVs locally, suggesting there’s a chance the EV3 – and perhaps others – will hit the market in 2026…
- Kia SA CEO confirms EVs are “definitely on the radar”
- EV3 looks the most likely to launch locally in 2026
- Local boss currently driving EV5 homologation unit
Will 2026 be the year Kia South Africa officially enters the local market’s new-energy vehicle (NEV) space? Well, the brand’s local boss says he’s “not scared” to launch electric vehicles (EVs) in Mzansi, suggesting the EV3 might join the local market in 2026.
Paul Turnbull, Chief Executive Officer of Kia South Africa since July 2024, made the comments during an interview conducted in Cars.co.za’s custom-built podcast booth at Naamsa’s South African Auto Week 2025 in Gqeberha in the Eastern Cape at the start of October.
“There are 6 new [Kia SA] model launches lined up for next year [2026]. The question is, do we bring the EV in or not? We’ve got the EV3, the EV5 and the EV9. So, those 3 are a possibility – [most] probably the EV3, because it’s the least expensive,” he told us.
Turnbull also mentioned the new EV2 “that’s being launched worldwide soon” (having already been previewed by the EV2 Concept) as well as the upcoming fully electric version of the Indian-built (and SA-bound) Syros. Interestingly, Turnbull’s daily drive is an EV5 that Kia South Africa imported as a homologation unit.
“I would like to launch the EV3, because I’ve seen the car and it’s a fabulous car. I drive the EV5 and it’s magnificent. I think Kia is a little bit more aggressive [than some other brands operating in SA] – we’re not scared – so I want to bring in the EV3, EV5 and EV9,” he said.
“The EV9 is fantastic. Will it sell in big numbers? No. But I don’t have to bring in 1 000 [units] – I can bring in 40 and just sell 5 or 10 a month. Gets the brand elevated because it’s really good. And it’s done really well in the big markets like the [United] States.”
Turnbull went on to reiterate that the EV range “is definitely on the radar” for South Africa, adding the brand would “probably sell them through 5 or 10 metropolitan dealers, so not out in the rural spaces”.
He furthermore suggested that “if you’re EV ready and have EVs in your line-up”, Kia Corporation’s head office in Seoul is “more willing to give you more FOB discount on the rest of the range”. A shipment term, Freight on Board (FOB) pricing is effectively the price at which the seller (in this case, Kia’s global division) delivers the goods (the EV) to the buyer (Kia’s local distributor), including all expenses incurred up to that point.
Though Turnbull acknowledged the local market for fully electric vehicles was still a small one – in 2024, for instance, NEVs (that is, fully electric vehicles, plug-in hybrids and traditional hybrids) made up just 3% of the total market in South Africa – he suggested there was little to lose by entering this space.
“While it [Kia’s EV product range] is new and fresh, bring it. What’s there to lose? If EVs don’t take off [in South Africa] and make up only 5% of the market, get your little piece of the 5%. And if it does take off, you’ll be established already.
“So, our goal is to be more aggressive. I don’t mind making mistakes, so if I launch the EV9 and it doesn’t work, it doesn’t work. And I’ll have to deal with it. But it might just work – it’s a beast of a motorcar,” he concluded.
In 2021, Kia Corporation’s head office in Seoul filed to protect the EV1, EV2, EV3, EV4, EV5, EV6, EV7, EV8 and EV9 badges in South Africa, with all 9 trademarks having since been successfully registered.
Frequently Asked Questions (FAQ)
Q: When does Kia South Africa plan to launch its electric vehicles (EVs)?
A: Kia South Africa’s CEO suggests 2026 could be the year the brand will enter the local market’s new-energy vehicle (NEV) space with the potential launch of the EV3 and perhaps others.
Q: Which Kia EV model is most likely to launch in South Africa first?
A: The EV3 is the most likely model to launch locally because it is the least expensive and currently serves as the entry point to Kia’s global EV range.
Q: Which other Kia EV models are being considered for the South African market?
A: Besides the EV3, the EV5 and the EV9 are also a possibility for a local launch. The CEO also mentioned the upcoming EV2 and the fully electric version of the Indian-built Syros.
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