Kia Corporation has made bold moves in EVs, solidifying its position as one of Taiwan's fastest-growing automotive brands. Marking a milestone, Kia hosted its inaugural "Kia EV Day" in Taiwan, showcasing its strategic success under Calvin Lee,Managing Director of Sime Darby Kia Taiwan.
Lee, a 30-year veteran of the automotive industry with stints at Ford, Mazda, and Audi, has mastered blending cultural insights into branding. His leadership has driven Kia's sales in Taiwan from 3,800 units three years ago to over 10,000 units in 2023, cementing the market as a standout in the Asia-Pacific region.
"Taiwan's growth and potential as a model market are key reasons for choosing it as the first overseas host of Kia EV Day," said Lee.
Despite Taiwan's heavy reliance on imported EVs, Lee emphasized that differentiation through branding is essential. By aligning with Kia's global theme, "Movement that Inspires," and tailoring strategies to local consumer insights, the company has boosted sales and average price points.
Lee also reflected on pivotal career moments, such as elevating Mazda's market share in Taiwan and building the Luxgen brand. Now, he applies lessons learned to strengthen Kia's foothold.
As Taiwan's EV market rapidly expands—from 3,800 units in 2018 to a projected 37,000 in 2024—Lee envisions further growth, driven by new technologies like solid-state batteries and evolving consumer needs. He predicts hybrid and electric models will dominate within three years, with autonomous driving reshaping vehicle use.
"Kia aims to lead by inspiring movement and adapting to the next wave of mobility transformation," Lee concluded.
