Major carmaker cuts electric vehicle sales target by more than 20% for 2030

One of the most popular electric car brands among UK buyers has downgraded its EV sales forecast for the end of the decade.

In response to a slower-than-expected acceleration in battery electric vehicle uptake and increasing uncertainty over US tariffs, Kia has slashed 340,000 zero-emission models from its 2030 global sales targets.

Announced at its annual investor day, the South Korean firm's bosses said it has reduced its EV delivery expectations for the end of the decade from 1.6million electric cars to 1.26million.

That's despite a huge investment to expand its range of battery-powered vehicles.

It says it intends to have a range of 15 EVs by 2040, including a line-up of electric vans. It already sells four electric passenger cars in Britain, with another two launching shortly, as well as the PV5 commercial vehicle.

But while Kia has cut back on its EV sales ambitions, both Volkswagen and BMW have this week announced strong sales performances for their battery cars in Europe.

South Korean can firm Kia has scrubbed its global EV sales forecast for 2030 by over a fifth

Kia already sells the EV3, EV6, EV9 and Niro EV. The EV4 and EV5 are listed as coming soon on its UK website and its PV5 will soon be available in both a Passenger and Cargo configuration.

But despite adding to the line-up and the Korean marque proving popular among early adopters, Kia has revised down its sales forecast for the remainder of this decade.

Instead, it plans to diversify its hybrid car availability across all segments - a decision that aligns with Britain's recently watered down EV sales targets this week, which allow plug-in and conventional self-charging hybrids to remain on sale for five years after the petrol and diesel ban in 2030.

In response to growing global demand for hybrid cars, Kia wants to up its sales of this fuel type to one million units by 2030 – double the 490,000 vehicles expected in 2025.

Its Plan S business strategy outlined the aim to achieve revenue of 170 trillion Korean Won (£89.8billion) in the mid-to-long term.

Despite facing 25 per cent import tariffs, it expects to sell 1.11 million units in North America, with a further 774,000 vehicle deliveries in Europe by the end of the decade. 

It hopes a further 580,000 sales will come from South Korea, and 400,000 from India.

In an effort to optimise its supply chain - and evade some of the Liberation Day levies - Kia will also expand local EV production in key regions. 

Korea will serve as the global hub for EV development and production, North America will primarily focus on mid-to-large SUVs, and Europe on compact SUVs and hatchbacks. 

Kia already sells the EV3 (centre), EV6 (left), EV9 (right) and Niro EV. The EV4 and EV5 are listed as coming soon on its UK website and its PV5 will soon be available in both a Passenger and Cargo configuration

In an effort to optimise its supply chain - and evade some of the Liberation Day levies - Kia will also expand local EV production in key regions, including North America

VW and BMW confirm EV sale rises in Europe

Kia's announcement came on the same day Volkswagen Group confirmed sales of EVs more than doubled in Europe in the first quarter of 2025 - but fell by over a third in China.

The results showcase the automaker's diverging fortunes in the electric car market, which in recent months had seen it threaten plant closures and job losses.

The manufacturer's dedicated electric car factory in Zwickau is currently in the midst of a huge cost-cutting exercise.

Vehicle outputs at the plant are set to be slashed as part of a recent agreement between Europe’s largest car maker and its works council and union IG Metall.

The deal, made in December, eliminated the threat of factory closures and job cuts until 2030 with the compromise that production capacity will be halved.

Arno Antlitz, chief financial officer of VW Group, told employees in January that in the future 'we will only invest in competitive plants. Germany cannot be an exception.'

Volkswagen Group said its EV sales in Europe have doubled. Its dedicated electric car factory in Zwickau is currently in the midst of a huge cost-cutting exercise after bosses threatened job cuts and factory closures due to a slower-than-expected uptake of battery cars

The all-new electric Mini Cooper is being produced at a factory in Zhangjiagang as part of an agreement with Chinese automotive giant, Great Wall

Today, BMW Group said it 'continues its successful e-mobility ramp-up' while 'navigating a volatile market environment'. 

It delivered a total of 109,516 fully-electric BMW, Mini and Rolls-Royce vehicles to customers worldwide in the first three months of 2025 - an increase of a third year-on-year.

Demand was particularly strong in Europe, increasing 64 per cent, it said.

'The BMW Group’s technology-open strategy is proving successful. Our products are winning over customers worldwide across all drive technologies, with positive momentum driven, in particular, by the new Mini models – especially the fully-electric variants,' explained Jochen Goller, member of the Board of Management of BMW AG on Thursday.

The all-new electric Mini Cooper is being produced at a factory in Zhangjiagang as part of an agreement with Chinese automotive giant, Great Wall.

One in three Minis sold in Europe and more than one out of every two sold in China were fully-electric, Goller confirmed.