Kia India has officially launched its new Sorento hybrid SUV in the Indian market, marking its entry into the premium three-row SUV segment. Prices for the Sorento hybrid start at ₹29.49 lakh (ex-showroom), with a diesel variant also available from ₹27.99 lakh. Alongside the launch, the automaker announced an ambitious goal to achieve 30% of its total sales from electric vehicles (EVs) and strong hybrids by 2030.
The Sorento represents Kia's first strong hybrid SUV offering in India, positioning it within a growing segment that currently accounts for approximately 45,000 units of India's 48 lakh passenger vehicle market. Customers can choose between the strong hybrid and diesel powertrain options, catering to diverse driving preferences and ownership needs.
Kia's Multi-Powertrain Strategy
Atul Sood, Senior Vice President – Sales & Marketing, Kia India, emphasized the company's commitment to a multi-powertrain approach. "Our approach would be a multi-powertrain approach. CNG, ICE, strong hybrid and BEVs. We want to give all the options to the customers. We are not pushing a specific powertrain to the customer," Sood stated in an interview. This strategy aligns with many of its Japanese and Korean competitors, aiming to offer flexibility in a transitioning market.
Strong Hybrids and EVs: A Balanced Approach
Sood projects significant growth for the D-SUV segment, expecting it to more than double from 45,000 units today to 100,000 by 2030. Regarding the blend of electrified vehicles, he anticipates that strong hybrids will contribute a similar percentage to the passenger vehicle market as battery electric vehicles (BEVs) by 2030. "Our projection is that BEVs will be about 15% of the market by 2030, a similar percentage would be that of strong hybrids," he added. Currently, the Indian market sees a disparity, with 26 mass-market EV models available compared to only five strong hybrid vehicles, predominantly from Japanese manufacturers.
Beyond current offerings, Kia India is actively exploring the feasibility of plug-in hybrid electric vehicles (PHEVs) for the Indian market. While not yet deemed the right time for their introduction, the company is studying all options, including a potential strong hybrid trim for its popular mid-size SUV, the Seltos. This move would depend on localizing the technology to ensure competitive pricing without compromising quality.
Boosting EV Sales
Presently, diesel vehicles constitute about 30% of Kia's sales in India, with the remainder coming from petrol and EVs. The recent retail launch of the Kia Syros EV from late July is expected to significantly boost the automaker's electric vehicle sales figures. Sood highlighted Kia's advantage in the EV segment, noting that EV customers are often more feature-conscious, an area where Kia aims to excel.