EV9 to EV5: Kia's Thai Electric Offensive Unveiled

Kia's Thai EV Strategy Model Launches

Kia's ambitious plan to build a 250,000-unit/year EV factory in Thailand faces uncertainty amid failed incentive talks with the government, while simultaneously launching premium EVs like the $143K EV9 SUV. The Korean automaker navigates fierce Chinese competition in Southeast Asia's second-largest auto market.

Model Offensive EV9 & EV5 Launches

Kia launched its flagship EV9 SUV in March 2024 with two variants:

EV9 Pricing & Specs

• Earth Long Range: ฿3.499M ($95K) | 680km range
• GT-Line AWD: ฿3.899M ($106K) | 5.3s 0-100km/h

The EV5 mid-size SUV followed in April 2024 with four trims priced from ฿1.249M ($34K) to ฿1.749M ($48K), offering 530-650km ranges[3]. Early adopters receive 7-year warranties and free home charger installations[6].

Government Incentives & Market Dynamics

Thailand's EV3.5 package (2024-2027) offers:

• Up to ฿100K ($2.8K) subsidies for EVs under ฿2M
• 40% import duty reduction for CBU models
• 2% excise tax (down from 8%)

Despite these incentives, Kia holds just 0.1% market share against BYD's 80% dominance. The automaker plans to expand dealerships from 19 to 100 by 2028 while targeting 5% market share through premium branding[5][8].

Chinese Competition & Strategy

BYD's Atto 3 starts at ฿1.19M ($32K), undercutting Kia's entry-level EV5 by $2K. Localized production gives Chinese brands 15-20% cost advantages. Kia counters with:

Differentiation Tactics

• 7-year/150,000km warranty (vs BYD's 6-year)
• Luxury retail experiences at new showrooms
• Collaborations with Thai tourism authorities

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