At a time when Chinese manufacturers such as BYD, MG and Geely are conquering the European market with affordable electric cars, traditional players are facing the challenge of maintaining their competitiveness. Kia is one of the companies that is actively considering the response to this trend, planning the launch of an ultra-budget electric model - EV1.
According to Kia's European head, Mark Gedrich, the company faces a dilemma: to create a truly cheap electric car without compromising on quality and functionality. Large investments in technology and software still make it difficult to create an ultra-budget model that is both affordable and high-quality. For this reason, the final decision on the EV1 depends on the financial feasibility and profitability of the project.
Despite the uncertainty surrounding the EV1, Kia already has a clear strategy to expand its portfolio of affordable electric vehicles. In February 2026, the company will launch the EV2 electric crossover on the market in Slovakia, with a starting price of around 30,000 euros ($35,500). This makes it more affordable than the current EV3 model, which starts at 35,990 euros.
While the EV3 has been an absolute hit, topping the UK retail charts and taking the top spots in Europe, Kia understands that it needs to offer an even cheaper option to compete effectively with Chinese brands.
Gedrich emphasizes that Kia will only launch the EV1 if its production is profitable. The company is unwilling to sacrifice profitability and stability for the sake of a lower price. This caution is understandable, given the need to maintain the brand's image as a manufacturer of quality and reliable cars.
It remains to be seen whether Kia will find the balance between affordability and quality to launch the highly anticipated EV1 and withstand aggressive pressure from Chinese competitors. One thing is certain - the battle for the future of affordable electromobility is just beginning.