Kia has emerged as a key player in the electric vehicle market with models such as the EV6 and Niro EV. However, the brand is looking to invest a colossal sum of $18 billion (along with Hyundai) to become an exclusive EV brand within this decade. Kia has claimed that its plug-in hybrids are also competitive, but an executive for the Australian market has admitted that the technology is not receiving a lot of enthusiasm from potential customers. 

In a recent interview with CarExpert, Dean Norbiato, the Marketing General Manager for Kia Australia, revealed that plug-in hybrids are challenging to sell due to their complex nature, and most of the customers don’t understand it. He also accepted that PHEV technology has reached a dead end.