Kia Cuts EV Target, Confirms Electric Pickup, and Plans to Deploy Atlas Robots
April 9, 2026 – 10:13 am
In short: On the day US tariffs on South Korean imports took effect, Kia presented a new strategy for a transformed market. This includes:
- A reduced EV sales target for 2030 of 1 million units annually, with 14 EV models.
- A significant expansion of its hybrid range, targeting 1.1 million HEV sales by 2030.
- The first confirmation of an electric pickup truck for North America.
- Committed to deploy Boston Dynamics’ Atlas humanoid robots in Georgian factories from 2028.
Kia’s CEO, Ho-sung Song, stated that EVs, HEVs, autonomous driving, and robotics will be key drivers of the company’s growth. With a five-year investment plan reaching KRW 49 trillion, Kia aims for KRW 170 trillion in revenue by 2030.
Lower EV Target and Hybrid Push
The reduction in the EV target to 1 million units is attributed to the loss of US EV subsidies, slower sales, and import tariffs costing billions. In contrast, Kia is expanding its hybrid lineup, targeting 1.1 million HEV sales with 13 models by 2030.
Financial Projections for 2026
Kia projects KRW 122.3 trillion in sales and KRW 10.2 trillion in operating profit for 2026, recovering from the previous year’s tariff impact. The current tariff rate is 15%, but its future under trade policy pressure remains uncertain.
Electric Pickup Truck and EU Tech Scene
The announcement of a mid-size electric pickup truck for America was notable. Additionally, the text hints at the latest tech scene insights from the EU, shared by the founder in his weekly newsletter, along with some controversial AI art.