Kia is grappling with a welcome problem: surging demand for its SUVs and minivans, fueled by a string of refreshes, new models, and a high-profile Super Bowl commercial. The brand’s lineup is set to expand further, with a focus on electrification and potential forays into new segments.
Leading the charge is the revamped 2025 Kia Carnival, recently unveiled at the 2024 Chicago Auto Show alongside the refreshed 2025 Kia K5 sedan. Russell Wager, vice president of Marketing at Kia America, notes the Carnival’s status as a top seller in Korea, with production constraints indicating high demand in North America. The addition of a hybrid variant to the 2025 model is expected to further boost its appeal, potentially accounting for half of Carnival sales.
Another anticipated release is the 2025 Kia EV9 electric SUV, poised to follow the success of its combustion-engine counterpart, the Telluride. With over 1,000 sales in December and 1,400 in January, the EV9 promises to raise brand awareness, particularly after Kia’s Super Bowl commercial. Production of the EV9 is set to commence at Kia’s West Point, Georgia, plant this summer, featuring Level 3 autonomous driving capabilities.
While the Kia EV5 compact crossover is making waves in select markets, including China and South Korea, it won’t be available in the U.S. due to tax rebate regulations. However, American consumers can look forward to the Kia EV3, a forthcoming affordable electric vehicle, likely to hit the market in the coming years.
Despite dealer requests for a pickup truck, Kia remains cautious about entering the segment, emphasizing the need for a strategic approach. Wager highlights the distinct focus of Kia and Hyundai, with Kia excelling in minivans while Hyundai leads in the pickup truck segment with the Santa Cruz.