Kia launches a ‘full-scale attack’ as its first EV storms into Japan’s forbidden land

Kia officially entered the forbidden land after launching its first EV in Japan. The PV5 will spearhead Kia’s “full-scale attack” on the Japanese market as it looks to take on Toyota, Honda, and Nissan on their home turf.

Kia launches its first EV in Japan, the PV5

At the Japan Mobility Show in October, Kia declared its foray into the Japanese market. The PV5, Kia’s first electric van, will serve as a vanguard as it looks to break into Japan’s auto market.

Domestic automakers like Toyota, Honda, and Nissan account for about 90% of new-car sales in Japan, which is why the country is often viewed as a “graveyard” for foreign brands.

Kia sees an opportunity to capitalize on Japanese brands that have been slow to transition to EVs, focusing on hybrids instead.