South Korean auto giant Kia continues to grow in the US: record sales, success of Telluride and EV9 models and plans to launch a new electric pickup.
Kia breaks US sales records and prepares new models
South Korean automaker Kia continues to conquer the American market. In September, the company set a new sales record – 65,000 cars, which is 11% more than last year. In the third quarter, sales increased by 9%, reaching a historical maximum.
“We have consistently increased the pace every month, and 2025 has become a breakthrough year,” said Eric Watson, vice president of Kia America.
From a “budget” image to a premium segment
Kia entered the US market in 1993 with the Sephia and Sportage models, but for a long time remained a brand with an image of a “cheap car”. The situation was changed by:
- A 10-year warranty, unprecedented for the market;
- The opening of the first plant in Georgia in 2009;
- Bold advertising campaigns like “rapper hamsters”;
The launch of the Kia Stinger GT sports sedan, which became a “moment of recognition” for the brand.
The real breakthrough came with the Telluride, a three-row SUV that combines design, comfort and an affordable price starting at $37,000.
“The Telluride completely changed the attitude towards Kia. It is bought by middle-class and even upper-class families,” says Watson.
New Positioning: EV9, EV6, and Updated Telluride
Kia is aggressively developing electric vehicles: The EV9, a flagship Range Rover-style electric SUV, is already showing steady sales growth in the U.S. The company is also preparing a refreshed Telluride and an electric pickup truck for North America, with an expected annual volume of 90,000 vehicles.
The Georgia plant can produce gasoline, hybrid, and electric models simultaneously, providing flexibility during times of trade restrictions and tariffs.
Problems: Labor scandal and the “Kia Challenge”
Despite its successes, the company has faced difficulties:
- A September operation in Georgia led to the arrest of 300 South Korean workers in an anti-immigration raid, delaying the opening of the Hyundai-LG plant;
- “Kia Challenge” — viral videos of pre-war car hacking have led to a surge in thefts and a $200 million lawsuit.
Outlook
Kia plans to increase global shipments by 4.1% to 3.22 million vehicles in 2025 and raise its share of the US market to 6%.
“The new Telluride will be our strongest project and take the brand to the next level,” said Watson.
The company, once associated with “cheap cars,” has now become a symbol of adaptability, innovation and sustainable growth in one of the most challenging auto markets in the world.
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