Kia has ignited a heated debate with the release of its 2025 model year update for the EV3, a compact electric SUV that previously received consumer praise. The automaker’s decision to remove popular standard features and offer them as separate packages has drawn criticism from potential buyers.
This move shifts from Kia’s previously lauded consumer-friendly approach to vehicle options. Critics argue that while Kia claims to be maintaining prices, the company is effectively implementing a price hike by making customers pay extra for features that were once included.
The Shift from Consumer-Friendly to Package-Based Pricing
When first launched, the EV3 was praised for including sought-after features like ventilated front seats as standard, even in the base Air trim. This approach positioned the vehicle as a consumer-friendly option in the market.
However, the 2025 model tells a different story. While Kia has kept the base price unchanged, it has moved several previously standard features into optional packages. The power driver’s and ventilated front seats are now part of the Comfort Option package, which costs KRW 1.38 million (approximately $952). The smartphone wireless charging feature is now included in the Convenience Option package, which costs KRW 1.19 million (approximately $821).
This restructuring means buyers now face additional costs for features they previously received as standard equipment.
Kia’s package structure forces consumers to purchase additional features they may not need to access, such as essential comfort options like ventilated seats.
Pricing Strategy Encourages Upmarket Purchases
Kia’s strategy seems to encourage customers to opt for higher trim levels. For example, suppose a buyer selects all three new option packages (Comfort, Convenience, and Style) for the base Air trim. In that case, the final price rises to KRW 43.46 million (approximately $29,987), just KRW 440,000 (approximately $304) below the mid-level Earth trim. Even more strikingly, adding a sunroof option (640,000 won, approximately $442) to the Air trim pushes its price above that of the Earth trim, creating a “price inversion” scenario.
This tactic is not unique to the EV3, as Kia has applied strategies similar to those of other models, such as the K5 sedan and Bongo3 truck. The approach leverages consumer psychology, enticing buyers to spend more for a higher trim rather than settle for a lower-tier model with fewer options.
In a related example, the K5’s “Smart Selection” trim, marketed for its affordability, ultimately fell short of consumer expectations by offering fewer features than Hyundai’s Elantra, leading to disappointment among buyers.
Consumer Frustration Over Kia’s Limited Customization Choices
Many critics argue that Kia’s strategy limits consumer choice and encourages unnecessary spending. While Kia markets the price freeze as a benefit, buyers perceive it as a price hike with fewer customization options. Consumer advocates and industry analysts are urging Kia to reconsider its options strategy, suggesting that a truly customer-centric approach would allow buyers to select individual features rather than be forced into pre-determined package combinations.
Kia’s Focus on EVs and New Model Launches
Despite the criticism, Kia continues to push in the electric vehicle market. Alongside the updated EV3, Kia has unveiled its new mid-size electric sedan, the EV4. The company plans to begin taking pre-orders for the EV4 in March, with customer deliveries set to start in April.
