Kia is counting on a new group of affordable electric vehicles to defend its position in Canada as Chinese-made models prepare to enter the market. The automaker's executives say price is only part of the pitch.
The Korean brand launched the EV3 in Canada in August and described it as the lowest-priced electric vehicle on sale in the country, with a starting price of CAD $39,744. That distinction may not last. Earlier this year, Canada reached a deal with China that allows up to 49,000 electric vehicles to enter the Canadian market at a 6.1% tariff rate.
Elias El-Achhab, chief operating officer of Kia Canada, said the company sees the timing as an opportunity. "I thought it was just a bonus," he said this week at Automotive News Canada's Retail Forum.
According to El-Achhab, Kia is "trying to be the first affordable EV brand in the country," though that does not simply mean having the cheapest sticker price. The company is aiming to pair a reasonable price with the technology and features that buyers expect.
Asked whether its image as a low-cost brand could leave Kia more exposed to Chinese competitors, El-Achhab said: "I actually think the opposite." He argued that the company's appeal rests on what he called "a value equation." Kia still sells vehicles across every powertrain type, he noted, but about 90% of people who buy an EV stay with electric. He added that the strategy drew strong support at Kia's national dealer meeting last week, and that orders for the EV3 and EV5 are already backed up.
The EV3 joins other mass-market Kia electric models now on sale in Canada. The midsize EV5 SUV starts at CAD $43,495, and the EV4 starts at CAD $38,995.
The situation differs in the United States. Kia has delayed the EV4 there "indefinitely" and has no plans to sell the EV5, but the 2027 EV3 is on sale from $29,890, making it one of the cheapest EVs currently available in that market.
In both countries, the EV3 comes in four trims with front-wheel-drive and all-wheel-drive options. The base EV3 Light FWD uses a 58.3 kWh battery rated for up to 221 miles of range. The Wind, Land, GT-Line and GT trims use an 81.4 kWh pack that delivers up to 321 miles on a charge.
Inside, the car features Kia's ccNC (connected car Navigation Cockpit) system with standard wireless Apple CarPlay and Android Auto. Nearly 30 inches of screen space is split among dual 12.3-inch driver and infotainment displays and a 5-inch climate control screen.
Every EV3 has a built-in NACS port for charging at Tesla Superchargers without an adapter. Using a 350 kW DC fast charger, the smaller battery goes from 10% to 80% in 29 minutes and the larger one in about 31 minutes. Standard equipment includes i-Pedal 3.0 one-pedal driving, vehicle-to-load (V2L) power and Smart Cruise Control.
