Kia EV9 : The electric vehicle market has seen its share of ups and downs, but few stories are as dramatic as the Kia EV9’s recent sales performance. What was once hailed as Kia’s flagship electric SUV success story has transformed into a cautionary tale about the complexities of EV manufacturing, inventory management, and market timing in 2025.
The Shocking Numbers Tell the Story
The Kia EV9’s sales figures paint a stark picture of decline. In May 2025, Kia sold just 37 units of their flagship electric SUV across the entire United States, representing a staggering 98.3 percent decrease from the same month in the previous year. This dramatic drop follows a broader pattern of decline, with the EV9 down 48.2 percent through the first five months of 2025 compared to the same period in 2024.
To understand just how significant this decline is, we need to look at the EV9’s previous performance. In 2024, Kia sold over 22,000 EV9 models in the US, with the company crediting the successful launch of its flagship electric SUV for growing market share in the electric vehicle segment. The contrast between those early success metrics and current performance couldn’t be more striking.
The May 2025 sales figure becomes even more remarkable when compared to other vehicles in Kia’s lineup. While the EV9 struggled to move units, Kia’s K5 sedan experienced explosive growth with a 256 percent increase in monthly sales, demonstrating that consumer demand exists—just not for the company’s premium electric offering.
Understanding the Perfect Storm Behind the Decline
Model Year Transition Chaos
The primary explanation for the EV9’s sales collapse lies in a complex model year transition. The 2025 model year was intentionally short, arriving at dealers in late October 2024, and has now sold out faster than expected. Meanwhile, the 2026 model year vehicles are beginning to arrive at dealerships, but inventory remains extremely limited.
This transition period has created a peculiar situation in the marketplace. Auto dealer listings show over 1,200 new Kia EV9 models at dealers, but virtually every one displays a rendering instead of an actual photo, confirming that 2026 model year EV9s are not yet physically available in showrooms. These are vehicles dealers know are coming but may not arrive for days or even weeks.
Manufacturing and Supply Chain Challenges
The transition involves more than just model year changes. Kia has officially commenced production of the EV6 and EV9 at their manufacturing facility in Georgia, where both models now qualify for federal tax incentives. This production shift from South Korea to the United States represents a significant logistical undertaking that appears to be causing longer-than-expected delays.
The manufacturing transition serves multiple strategic purposes beyond just qualifying for federal incentives. For the 2026 model year, the EV9 switches from the CCS2 fast-charge port to the Tesla NACS connector, gaining access to Tesla’s Supercharger network. This technological upgrade requires retooling and careful coordination of supply chains.
Price Relief: Too Little, Too Late?
Limited Discounts on 2026 Models
Despite the sales challenges, Kia’s response in terms of pricing has been measured rather than aggressive. For the 2026 model year, Kia has implemented selective price cuts across certain trims. The EV9 Light Long Range sees a $2,000 price reduction to $57,900, while the premium Land trim drops $1,000 to $68,900. The GT-Line trim receives the most substantial cut at $2,000, bringing its price to $71,900.
However, the base EV9 Light SR trim maintains its price of $54,900 for the third consecutive year, suggesting Kia is reluctant to engage in aggressive price competition at the entry level. This restrained approach to pricing stands in stark contrast to the dramatic sales decline the model is experiencing.
Previous Incentive Programs
The company had been offering more substantial incentives on the outgoing 2025 models, including up to $10,000 in customer cash rebates or 0% APR financing. These significant discounts helped move remaining 2025 inventory but are not being matched for the 2026 model year.
Current 2026 EV9 incentives are more modest, offering up to $5,000 in total savings through a combination of $4,000 rebates and $1,000 conquest bonuses, or alternatively, 3.49% APR financing for 72 months. When combined with the $7,500 federal EV tax credit that Georgia-built models now qualify for, potential savings reach $12,500 off MSRP.
The Broader EV Market Context
Industry-Wide Electric Vehicle Challenges
The EV9’s struggles occur within a broader context of electric vehicle market challenges in 2025. Kia’s EV6, the company’s other major electric offering, also experienced significant declines, with May sales down 69.8 percent year-over-year and overall performance down 40.8 percent through the first five months of the year.
This pattern extends beyond Kia to affect multiple manufacturers. Consumer enthusiasm for electric vehicles has cooled somewhat from the peak excitement of previous years, influenced by factors including charging infrastructure concerns, higher interest rates affecting financing, and increased competition in the EV space.
Competition from Within the Family
Adding to the EV9’s challenges is the recent unveiling of the Hyundai Ioniq 9 EV SUV, which shares significant technology and platforms with the Kia EV9. This internal competition within the Hyundai Motor Group could further fragment the limited market for three-row electric SUVs.
The timing of the Ioniq 9’s introduction, coinciding with the EV9’s inventory and transition challenges, creates additional competitive pressure just when Kia can least afford it.
What the Numbers Really Mean
| Metric | 2024 Performance | 2025 Performance | Change |
|---|---|---|---|
| May Sales Units | 1,572 (Apr 2024) | 37 (May 2025) | -98.3% |
| Year-to-Date Sales | Strong growth | Down 48.2% | Significant decline |
| Annual Sales 2024 | 22,000+ units | Projected much lower | Major concern |
| Market Position | Growing share | Losing ground | Competitive disadvantage |
The Road Ahead: Recovery or Continued Decline?
Short-term Outlook
The immediate future for EV9 sales depends heavily on Kia’s ability to resolve the inventory and production transition issues. The company has not made representatives available to explain the transition timeline or address concerns about longer-than-expected delays in switching to the new model year.
Strategic Implications
For Kia, the EV9’s sales performance represents more than just a temporary setback—it’s a test of the company’s electric vehicle strategy and manufacturing capabilities. The successful transition to domestic production is crucial not just for this model but for Kia’s broader EV ambitions in the American market.
The company’s restrained approach to pricing suggests confidence that the sales slump is temporary and related to supply rather than fundamental demand issues. However, if inventory problems persist and competition intensifies, more aggressive pricing strategies may become necessary.
Market Position Challenges
The EV9’s value proposition as a family-oriented electric SUV that undercuts luxury competitors by tens of thousands of dollars remains compelling in theory. However, the actual sales performance suggests that theoretical advantages don’t automatically translate to market success when execution falters.
Industry Lessons and Future Implications
The EV9’s current struggles offer several important lessons for the electric vehicle industry. First, successful product launches require more than just competitive pricing and attractive features—they demand flawless execution of complex supply chains and manufacturing transitions.
Second, the rapid pace of change in electric vehicle technology, from charging standards to federal incentive eligibility, creates both opportunities and operational challenges that traditional automotive manufacturers are still learning to navigate.
Finally, the experience demonstrates how quickly momentum can shift in the competitive EV marketplace, where consumer patience for supply issues may be limited and competitive alternatives emerge rapidly.
Frequently Asked Questions
Q: Why did Kia EV9 sales drop so dramatically? A: The primary cause is a model year transition from 2025 to 2026 vehicles, combined with manufacturing moving from South Korea to Georgia, creating significant inventory shortages at dealerships.
Q: Are there any current discounts on the EV9? A: Yes, the 2026 model year offers up to $5,000 in manufacturer incentives, plus the $7,500 federal EV tax credit for Georgia-built models, totaling up to $12,500 in potential savings.
Q: When will inventory levels normalize? A: Kia has not provided specific timelines, but the transition to Georgia production and 2026 model year should resolve inventory issues, though exact timing remains unclear.
Q: How does this affect Kia’s EV strategy? A: While concerning short-term, this appears to be a supply and transition issue rather than fundamental demand problems, though prolonged challenges could impact Kia’s broader electric vehicle plans.