Tag Archives: European market

Kia Walks a Tightrope in Europe’s Shifting Auto Market

Selling cars in Europe today is no longer just about satisfying consumer demand—it’s about navigating a complex web of regulatory requirements, economic pressures, and shifting market preferences. And no automaker illustrates this balancing act better than Kia.

Despite the European Union’s aggressive push toward electrification, combustion-engine vehicles still dominate the roads. According to data from the European Automobile Manufacturers’ Association (ACEA), electric vehicles (EVs) accounted for just 15.3% of new car sales in the EU during the first four months of the year. Yet the regulatory noose is tightening: the EU is pressing ahead with stricter CO₂ emissions limits and has mandated that all new cars sold from 2035 onward must be electric.

Caught in this tug-of-war is Kia, which is carefully trying to strike the right balance. “If we rely too much on combustion cars, we risk not reaching the CO₂ targets and having to pay fines. If we push EV sales too much, we end up denting our profit margins,” said Carlos Lahoz, Vice President of Sales for Kia Europe, in an interview with Automotive News Europe.

The dilemma isn’t unique to Kia. Across the continent, automakers are grappling with a similar paradox. Traditional internal combustion engine (ICE) vehicles are still more profitable and in higher demand, but EVs are essential to meet emissions targets and avoid hefty fines. Volkswagen and Renault have both voiced fears that failing to comply with new EU emissions standards could cost them billions of euros as early as 2025.

The EU has somewhat eased the pressure by allowing carmakers to average their emissions over the 2025–2027 period rather than hitting targets in 2025 alone. Still, the road ahead is steep. Stellantis’ chairman recently revealed that over a quarter of engineers’ working hours are now consumed by regulatory compliance tasks, much of it related to emissions standards.

At the heart of the problem is a lack of profitability in the EV sector. Lahoz acknowledged that battery costs remain a major hurdle, preventing electric vehicles from achieving cost parity with their gas-powered counterparts. As a result, Kia must use profits from ICE models to fund the transition to electric—a strategy echoed by many automakers across Europe.

Nonetheless, Kia is proving that strategic flexibility can pay off. The South Korean brand is enjoying a strong year in Europe, capturing a 4.1% market share in the EU, EFTA, and UK combined during the first four months of 2025. That puts it ahead of several well-established rivals, including Ford (3.4%), Opel/Vauxhall (2.9%), Citroën (2.8%), Fiat (2.3%), and SEAT (1.7%). Impressively, it even surpassed its larger affiliate Hyundai (3.9%).

For now, Kia’s strategy hinges on maintaining a careful equilibrium: continuing to sell ICE vehicles to support short-term profitability, while steadily growing its EV lineup to ensure long-term survival in an increasingly green automotive landscape. Whether that tightrope walk can remain sustainable as regulations tighten and competition from low-cost EV manufacturers, particularly from China, intensifies remains to be seen.

But one thing is clear—Europe’s automotive future is electric, and Kia, like the rest of the industry, must evolve without stumbling.

Source: Automotive News Europe

Tesla’s sales in France dropped by 63 percent

In 2024, Tesla sold 1.7 million vehicles worldwide (1.1% less than in 2023), and the beginning of 2025 shows that the same trend will continue. According to sales results for January, Tesla is losing in all markets, and the biggest drop was recorded in France of 63%.

Demand for electric vehicles in Europe last year was in decline, especially after the abolition of subsidies, and buyers are increasingly opting for hybrids. However, some data shows that the electric vehicle market is slowly recovering.

Tesla’s sales decline came as the German electric vehicle market grew by more than 50 percent year-on-year in January, knocking its market share from 14% to just 4%. In France, Tesla sales fell by 63 percent in January, while in Norway 38 percent fewer Tesla vehicles were sold. In the UK, sales fell by 8 percent compared to a year earlier.

What is the biggest reason for Tesla’s poor performance? Some believe Musk’s support for the AfD party is one reason. Last month, Musk hosted Alice Weidel, the leader of the AfD, on his social media platform for a 75-minute debate in which she falsely claimed that Adolf Hitler was a socialist. The AfD is also a party that calls for mass deportations of migrants and uses Nazi slogans in its campaign, and has been classified as right-wing extremist by Germany’s intelligence agency.

This choice of sides and interference in the German elections, which will be held on February 23, has been criticized by both Chancellor Olaf Scholz and Christian Democrat leader Friedrich Merz.

Automotive analyst Matthias Schmidt attributed Tesla’s decline in the German market to consumers waiting for the upgraded Model Y, which is scheduled for the first half of 2025. An entrepreneur from the state of Baden-Württemberg said he received 2,000 orders in one weekend, with customers saying: “I bought this before Elon went crazy.”

Source: Reuters

Toyota sold over 1 million C-HRs in Europe

In 2016, Toyota launched a subcompact crossover SUV, the Toyota C-HR, and it took just eight years for over 1 million cars to be delivered to their owners. We are only talking about cars sold on European soil, which is a respectable achievement for the world’s largest car manufacturer.

Why is this car so popular? Well, Toyota’s plan was to design a car that would be attractive to customers, which turned out to be a complete hit, as design was decisive for customers in choosing this SUV. Since it appeared on the market, it has become one of Toyota’s best-selling models, and in 2024 alone, over 100,000 customers chose the C-HR.

In 2023, the second generation of this model was launched, which also turned out to be good timing. Precisely in that period, the popularity of SUV cars began to grow intensively, so it can be said that Toyota was lucky. It is offered with three powertrain versions: 1.8 L 2ZR-FXE I4 engine combined with an electric motor for a total output of 140 hp (103 kW), 2.0 L M20A-FXS I4 engine combined with motors for a total output of 194 hp (145 kW) , and a plug-in hybrid variant with a 2.0-L M20A-FXS I4 engine combined with a motor for a total output of 220 hp (164 kW). All versions use an eCVT transmission.

Source: Toyota