Kia Revises EV Ambitions, Cuts 2030 Sales Target Amid Market Shift; Bets on Humanoid Robots for U.S. Plant

SEOUL, April 9 (Reuters) – In a strategic pivot reflecting broader industry headwinds, South Korea's Kia Corp announced a significant recalibration of its electric vehicle ambitions on Thursday. The automaker now aims to sell 1 million EVs by 2030, a reduction of approximately 20% from the 1.26 million target set last year. The move underscores the dual pressures of softening global EV demand and the operational impact of the U.S. decision to scrap federal EV purchase subsidies last year.

Kia's revised roadmap also includes a modest adjustment to its overall sales goal, now targeting 4.13 million vehicles across all powertrains by 2030, down from a previous objective of 4.19 million. The announcement signals a more cautious, albeit still aggressive, posture in an increasingly competitive and subsidy-sensitive market.

In a contrasting forward-looking move, Kia detailed plans to deploy advanced automation at its U.S. manufacturing base. According to investor presentation slides, the company intends to integrate Atlas humanoid robots, developed by Hyundai-owned Boston Dynamics, into its Georgia factory starting in 2029. The initiative points to a long-term bet on next-generation robotics to enhance precision manufacturing and logistics, potentially offsetting labor challenges and setting a new benchmark for automotive production.

Industry analysts view the twin announcements as a pragmatic response to near-term volatility while securing a technological edge for the future. "Kia is navigating a tricky transition," said Michael Chen, an automotive analyst at Global Insight. "The EV target cut is a sober acknowledgment of market reality—higher borrowing costs and patchy charging infrastructure are dampening growth. The robotics play, however, is a classic hedge, investing in productivity for the next industrial cycle."

The news sparked mixed reactions from industry observers. Sarah Lim, a sustainable transport advocate, expressed concern: "This scaling back of EV targets is disappointing, though not unexpected. It risks sending a signal that the industry is wavering on its climate commitments just when consistent investment is needed."

Offering a more critical take, David R. Miller, a former plant manager and industry commentator, was blunt: "Humanoid robots in 2029? That sounds like a shiny distraction from today's core problem: they've overestimated EV demand. Throwing robots at a factory is a decade-long project, but missing sales targets hits shareholders now. This feels like managing headlines rather than the supply chain."

Meanwhile, Priya Sharma, a technology strategist, saw broader implications: "The robotics announcement is the real story here. If Kia can successfully integrate Atlas bots into a complex assembly line, it won't just change car manufacturing—it will validate humanoid robots for widespread industrial use, creating a new market entirely."

(Reporting by Heekyong Yang and Hyunjoo Jin; Editing by Shri Navaratnam)