Advertisement“Right now we have the biggest order bank that we’ve ever had. If there were free supply, I think the industry would be booming. People have money to spend, having not spent as much as they would have done over the past two years [amid Covid]. “I think supply will start to improve in the second half of the year, but it won’t be until 2023 that the semiconductor issue will be resolved to any level of satisfaction.
in the short to medium term. We won’t be pushing [EV6 GT] volume: it’s far more a driver of brand perceptions and our EV capability.”Picanto“The Kia brand is quite malleable. If you look back 15 years, we’ve always done well spanning a broad price range on our vehicles. Yes, we’ve moved the price range forward quite dramatically, but it’s about the reputation of the brand that makes well engineered, affordable cars. The Picanto is still an important player as a second car.
“There is more work to be done, but I think electrification gives us a big opportunity. The brand snobbery which has existed for many years has potentially held Kia back in the past, but electrification and establishing ourselves as one of the leaders of it is going to drive Kia forward. We retain today’s benefits of design, engineering and reliability, but adding this dimension as a leader of electrification gives us further opportunity to make Kia a major brand.
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