Kia launches a ‘full-scale attack’ as its first EV storms into Japan’s forbidden land

Kia is officially entering the forbidden land after unveiling its first vehicle in Japan. The PV5 will spearhead Kia’s “full-scale attack” on the Japanese market as it looks to take on Toyota, Honda, and Nissan on their home turf.

Kia launches its first EV in Japan, the PV5

At the Japan Mobility Show on Wednesday, Kia declared its foray into the Japanese market. The PV5, Kia’s first electric van, will serve as a vanguard as it looks to break into Japan’s auto market.

Domestic automakers like Toyota, Honda, and Nissan account for about 90% of new car sales in Japan, making it nearly impossible for foreign automakers to compete.

Kia sees an opportunity to capitalize on Japanese brands that have been slow to transition to EVs, focusing on hybrids instead.

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After unveiling the PV5 in Japan for the first time, Kia said it’s launching a “full-scale attack” on the Japanese EV van market. Kia said the decision comes as demand for EV vans and other electric vehicles is expected to pick up, driven by the Japanese government’s policy to convert 30% of new car sales to EVs by 2030.

Last year, Kia signed a contract with Sojitz, a leading trading company in Japan, to sell electric vans in the country.

Kia and Sojitz are establishing a new business, “Kia PBV Japan,” to establish a local distribution network across the region.

Over the next year, Kia plans to add eight dealers and 100 service centers. Kia will launch the PV5 Passenger and Cargo models in Japan in 2026, but more variants are set to follow shortly after. The PV5 WAV, a wheelchair accessible version, and the larger PV7 will arrive in 2027.

“Kia’s entry into Japan is significant in that it goes beyond simply launching new cars and introduces a new form of mobility to Japanese society,” Sang Dae Kim, head of Kia’s PBV business, said.

The PV5 is already rolling out across Europe and South Korea, but Kia has much bigger plans. In addition to Japan, Kia plans to launch the PV5 in the Middle East, Asia, and Africa in 2026.

By the end of the decade, the company aims to sell 250,000 electric vans a year. Japan is expected to be a key market with limited electric solutions in the commercial space. Kia said the PV5 can “also address social issues such as increased logistics, labor shortages, and regional transportation gaps.”