Kia sees a turnaround in Germany thanks to an EV boom in its order book
Kia Germany is emerging from a difficult year: In 2025, the brand recorded 60,400 new registrations, its lowest figure since 2015. A turnaround is now taking shape for 2026, driven primarily by a sharp rise in demand for electric cars.
According to internal estimates, momentum grew more strongly over the course of the year than had been expected at the end of 2025. This had a tangible side effect: During the first half of the year, production was at times unable to keep pace with orders. For customers, this primarily means one thing in practice: Depending on the variant, anyone wanting a popular model should expect longer delivery times.
Order book triples, BEV share reaches around 70%
The composition of the orders is particularly striking: The current order book is said to be about three times larger than a year ago. According to Kia, battery electric vehicles (BEVs) account for around 70% of those orders.
For the full year, Kia is targeting 70,000 new registrations in Germany. The BEV share is expected to exceed 50%, significantly above the previous forecast of 40% and well ahead of the current industry average of just over one-quarter.
Which models are driving sales?
Kia identifies the compact EV3 SUV and the small EV2 SUV, launched in March, as its main electric sales drivers. Meanwhile, the combustion-engine Sportage remains relevant and ranks third in the company’s internal standings.
Notably, Kia expects the EV2 could soon overtake the EV3 as its best-selling electric model in Germany. This fits the market dynamics: In the mass market, price, availability and a practical everyday range often matter more than prestige or peak performance.
Pressure from China is real, and Kia is responding with a focus on Europe
Competition, particularly from Chinese manufacturers, remains a key factor. Market data suggests that a significant proportion of customers of Korean brands would also consider Chinese manufacturers for their next car purchase. At the same time, market analyses show that former Kia drivers are disproportionately likely to switch to brands such as BYD and MG.
Kia is countering with its traditional strengths: product quality, an established dealer network and production in Europe. The brand also takes a critical view of some competitors’ growth, pointing out that sales may in some cases be heavily driven by discounts and tactical registrations by manufacturers or dealers to boost reported figures. Ultimately, it remains a race between attractive, readily available products and aggressive pricing backed by strong incentives.
Vision for 2030: 100,000 registrations and 70% BEVs
Kia Germany is also looking further ahead: By 2030, it aims to reach 100,000 new registrations, with BEVs accounting for around 70%. That is ambitious but plausible if the model range continues to expand and demand for BEVs remains high.
What this means for the DACH market
For the DACH region—Germany, Austria and Switzerland—the main message is that Kia is clearly positioning itself as a mass-market brand with a strong focus on electric vehicles. It is operating in an environment where purchasing decisions increasingly depend on the overall package of price, range, charging and delivery time. Competition is likely to be fiercest in this middle segment of the market between 2026 and 2030.
