Kia sharpens Europe EV strategy as China fuels price war

Facing intensifying price competition from Chinese automakers in Europe, Kia is betting that a broader electric vehicle lineup and tighter EU rules on Chinese battery supply chains will help narrow the price gap with rivals and lift market share.

Kia recently outlined the strategy to investors during non-deal roadshows in Singapore and Hong Kong led by CEO Song Ho-sung.

Chinese automakers have accelerated their push into Europe — the world’s second-largest EV market — after effectively being shu