Electric vehicles may or may not have a real demand problem at the moment—it’s difficult to separate the EV market as a whole from its presently troubled juggernaut, Tesla, and it’s also difficult to fully trust the warnings from dealers and manufacturers about consumer demand when their internal combustion offerings are so much more profitable—but everyone can agree that EVs have had a cost problem.
Kia promises the EV3 will provide “outstanding performance”—read: a dual-motor model will probably top the range and provide the sort of performance you can expect out of a non-GT EV6 in a smaller package—as well as being “a more accessible solution for customers considering the switch to electric mobility.”
That latter part is important: acknowledging that we appear to be reaching the edges of the early adopter space, people willing to absorb compromises and significant MSRPs to own the latest and greatest in new technology, style, and perceived environmental friendliness. To reach the next cohort of customers, price and capability barriers will need to be overcome, otherwise regular buyers won’t accept compromises to make the switch from the gas cars they know and can afford.
But for who? We know the EV3 is going into production, but we don’t know yet where it will be sold. Kia has been vague about its U.S.-market plans for the larger EV5, which would be a mainstream compact crossover doing battle with the Toyota bZ4X and its ilk, and doesn’t plan to produce it in North America to take advantage of tax incentives. So there’s a nonzero chance that Kia’s new, affordable, attractive EV won’t be offered here.