South Korea’s Kia cuts 2030 EV target over 20%, plans humanoid robots at U.S. factory

South Korean automotive giant Kia Corporation announced a significant strategic pivot on Thursday, revealing plans to reduce its 2030 electric vehicle sales target by over 20% while simultaneously investing in advanced robotics for its U.S. manufacturing operations. The decision, made public at the company's headquarters in Seoul, is a direct response to slowing global EV demand growth, shifting market dynamics, and the need to optimize capital allocation in a highly competitive sector. This move marks a notable recalibration for one of the world's major automakers as it navigates the complex transition to electrification. The revised strategy sees Kia lowering its ambitious goal of selling 1.6 million battery electric vehicles annually by 2030 to a new target of approximately 1.2 million units. Company executives cited a more cautious outlook on the pace of EV adoption, particularly in key markets like the United States and Europe, where consumer enthusiasm has been tempered by concerns over charging infrastructure, higher vehicle costs, and economic uncertainty. This adjustment aligns Kia with a broader industry trend, following similar reassessments by other major manufacturers like Ford and General Motors, who have also delayed or scaled back some EV investments. In a parallel and forward-looking initiative, Kia detailed plans to deploy humanoid robots at its manufacturing plant in West Point, Georgia. This investment in automation is designed to enhance production efficiency, address labor challenges, and future-proof its U.S. operations. The robots are expected to perform complex, repetitive, or hazardous tasks, potentially working alongside human employees. This dual approach—moderating near-term EV volume expectations while aggressively pursuing next-generation manufacturing technology—illustrates Kia's attempt to balance present market realities with a long-term vision for innovation and productivity in the automotive industry.