Kia UK calls for softer ZEV targets as it marks 100,000 EV sales

The boss of Kia UK has called for the government to soften the sales targets set by the Zero Emission Vehicle (ZEV) Mandate, as the brand marks 100,000 electric car registrations here. Paul Philpott told Autocar that, although “the principle of the ZEV mandate is sound”, it faces a challenge in the “pace of change expected”. The mandate currently requires that 33% of any major manufacturer’s sales this year comprises ZEVs. Under the current legislation, this target will rise rapidly in the coming years; to 52% in 2028, 66% in 2029, and 80% in 2030. Targets for 2031 to 2035 have yet to be decided, apart from the requirement that sales of new combustion-engined vehicles end completely in 2035. “It is simply unrealistic given today’s market conditions,” said Philpott. “It risks turning what should be an exciting opportunity for our industry into a compliance threat.” Manufacturers face penalties of £12,000 for each combustion-engined vehicle they sell over their allowed thresholds. Calling on the government to soften the pace at which the mandate will ramp up, Philpott said: “A straight‑line path from today’s 33% to 100% in 2035 would land us at around 60% by 2030, which we believe is far more aligned with customer demand and infrastructure readiness. That’s how we turn the transition back into an opportunity for everyone.” Philpott added that government investment in EVs and the necessary charging infrastructure will prove vital to ensuring that buyers are confident enough to make the switch away from combustion-engined cars. “Customers need confidence that they can charge easily, that the range is reliable, and that the monthly cost is affordable,” he said. “Our role is to deliver desirable, well‑priced EVs that meet those expectations.” Yet “we can’t do everything alone”, added Philpott. “Infrastructure, grants and regulatory clarity sit with the government and the wider industry. Our job is to provide outstanding products; the ecosystem around them must also work for customers.” He elaborated: “Three things matter most: first, continued investment in public charging infrastructure, especially for the households without off‑street parking. Confidence in charging is fundamental until battery range and charging speeds are sufficient for these to no longer matter. “Second, support on affordability: grants such as the Electric Car Grant and the Zero Emission Van Grant make a meaningful difference in helping customers make the switch. “Third, a realistic regulatory pathway is vital. Demand is growing, but not at the pace required by the current ZEV mandate trajectory. A smoother, more achievable curve would support sustained growth in EV adoption.” Philpott is not alone in calling for the government to soften the mandate: Emanuele Cappellano, head of Stellantis in Europe, told Autocar that “the regulation is forcing car makers to lose money” in heavily discounting EVs to hit sales targets. Volkswagen’s head of sales, Martin Sander, warned that “the cost of individual [combustion-engined] transportation will go up significantly” as a result of the mandate. “I can’t believe that by 2030 there will be natural demand that takes us to 80% electric vehicles – because prices and costs are still too high,” he said. The government’s review of the mandate is scheduled to be published early next year, but some manufacturers have warned that this is too late for them to make crucial strategic decisions. Eurig Druce, head of Stellantis UK, said: “The review needs to happen now in order for us to make the right decisions on investments. We're not deciding on investments for 2027 now, we're not deciding on investments for 2028, 2029 or 2030 now; our decisions on investments now are post-2030 and quite a few years in advance of that. This is taking the industry to a position of unsustainability in the UK.” Lisa Brankin, boss of Ford UK, said that the government needs to “get on with it”. Some commentators have called on the government to hold firm, however. Colin Walker, head of transport for lobby group the Energy & Climate Intelligence Unit, said: ”The ZEV Mandate has incentivised car manufacturers to lower their prices as they compete for sales to hit their EV sales targets. This has driven up sales, and enabled more families to access the savings that come from EV ownership, and shield themselves from the dramatic rise in petrol and diesel prices we are seeing as a result of war in Iran.” In the meantime, Philpott has hailed Kia's 100,000th EV sale in the UK as a "hugely significant milestone". "It shows that we’re now one of the major players in the UK EV market, with a breadth of products that very few manufacturers can match," he said.

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Kia UK calls for softer ZEV targets as it marks 100,000 EV sales

Boss Paul Philpott tells Autocar that fast-rising EV sales targets pose a "compliance threat" for industry

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Kia UK calls for softer ZEV targets as it marks 100,000 EV sales

Boss Paul Philpott tells Autocar that fast-rising EV sales targets pose a "compliance threat" for industry

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