New Kia trademarks outline future EV strategy

Kia has seemingly laid out its upcoming EV strategy via a string of trademark applications covering everything from a pint-sized EV1 city crossover through to an expected EV8 four-door coupe.

The South Korean car-maker has filed no less than 27 separate trademark applications for the EV1, EV2, EV3, EV4, EV5, EV7 and EV8 nameplates, each with up to four derivatives: Light, Air, Earth and Water.

All of these submissions were received by IP Australia on February 29, 2024.

As previously reported, Kia’s purpose-built EVs will wear elemental nameplates to distinguish each trim level.

But the string of model EV model lines under the IP Australia filing provides a clear picture of where Kia intends to focus its attention in the years ahead – that is, across most major segments.

Based on current models and confirmed future EVs, the odd numbers will apply to SUVs while the even-numbered electric cars will be reserved for passenger models.

The EV3 compact SUV and EV4 mid-size sedan concepts illustrate this strategy, alongside the EV5 medium and EV9 large SUVs.

The EV6 also comes under this rule, despite being classified as a large SUV in Australia – Kia deems it more of a high-riding fastback.

That leaves a question mark over the EV1, which might turn out to be more of a compact crossover than a traditional micro-hatch like Picanto.

It also gives rise to speculation over how an EV7 would slot into Kia’s range, considering the EV9 already caters to the large SUV ground whereas the EV5 will handle mid-size duties.

We expect the EV7 to be slightly smaller than the EV9 and bridge the gap between the EV5, which is expected to start from around $60,000 plus on-road costs. The EV9 is considered an upper-large SUV and currently starts from $97,000 plus ORCs.

The EV8, meantime, is tipped to materialise as a flagship electric sedan, however carsales’ sources have indicated the codenamed ‘GT1’ performance car project has been axed entirely after originally only being touted for left-hand-drive production.

Australians can look forward to seeing the EV5 in showrooms this year, before the smaller EV3 and EV4 make their way Down Under in 2025 to take on the likes of the BYD Atto 3 and BYD Seal respectively.

Both models are expected to lower the price of entry to Kia’s EV portfolio before the EV2 small car and EV1 micro take things a step further.

No GT variants feature among the trademark submissions, despite Kia previously pledging to continue offering performance models in its electrification era.

For everything you auto know about EVs, listen to carsales' Watts Under the Bonnet: the electric car podcast

Join the conversation at our Facebook page
Or email us at editor@carsales.com.au