Bonus Episode: Kia’s Russell Wager on EV3, Seltos hybrid and multi-powertrain strategy
About this episode
Kia marketing VP Russell Wager breaks down the brand’s multi-powertrain push, spotlighting the upcoming U.S. EV3 compact electric SUV and the redesigned 2025 Kia Seltos adding a hybrid for the first time. With EV adoption down to about 4% globally and U.S. gas averaging over $4, Wager argues affordability and “choice across the electrification spectrum” matter more than ever. He also discusses targeted EV3 launch tactics, hybrid positioning, and how certified used EVs from off-lease returns can serve as a lower-cost entry point—while managing the new-vs-used pricing gap after tax credits.
Russell Wager, Kia’s vice president of marketing, discusses the brand’s newly announced EV3 compact electric SUV coming to the U.S., the redesigned Seltos with hybrid powertrain and how Kia’s multi-powertrain strategy is helping the brand navigate changing consumer preferences.
Cox Automotive
"Experience more with the Auto by Cox Automotive. Hey, this is daily drive executive producer Jake Nier in Detroit."
Cox Automotive is a company that helps car sellers with software and data. They help dealers figure out pricing and manage inventory so cars get sold faster.
Cox Automotive is a major automotive data and digital retailing company. In the context of this episode, it’s being used to describe tools for inventory management, pricing, and vehicle descriptions that help dealers sell more efficiently.
Kia EV3
"At the New York International Auto Show earlier this month, Kia confirmed two major product announcements, the EV3 Compact Electric SUV is coming to the U.S. and the redesigned Celtos will offer a hybrid powertrain for the first time."
The Kia EV3 is a small electric SUV. Kia is bringing it to the U.S., which could make EVs feel more affordable for more people.
The Kia EV3 is a compact electric SUV that Kia says will come to the U.S. This matters because it expands Kia’s EV lineup into a smaller, likely more price-accessible segment.
hybrid powertrain
"the EV3 Compact Electric SUV is coming to the U.S. and the redesigned Celtos will offer a hybrid powertrain for the first time. Our own Lindsey Van Holy spoke with Russell Wager, Kia's vice president of marketing, about these announcements, the brand's multi-power train strategy, and what rising gas prices mean for EV and hybrid demand."
A hybrid uses a gas engine and an electric motor together. It can save fuel and reduce emissions, and you don’t have to plug it in like an all-electric car.
A hybrid powertrain uses both an internal-combustion engine and an electric motor/battery. The goal is typically better fuel economy and lower emissions than a conventional gas-only setup, without requiring charging infrastructure like a full EV.
electrification spectrum
"Today we're bringing you that conversation with Wager, who explains how Kia is giving customers more choices across the electrification spectrum. Russell Wager, welcome to daily drive."
The electrification spectrum means there are different levels of electric help in cars. Some are hybrids, and some are fully electric—Kia wants to offer choices for all of them.
The “electrification spectrum” refers to the range of electrified vehicle technologies, from mild hybrids to full hybrids and battery-electric vehicles. Kia’s message here is that it wants to offer options across that spectrum so different customers can choose what fits their needs.
EV9
"We've already got EV6, we got EV9, we brought that manufacturing to West Point, Georgia. So that's a commitment."
The Kia EV9 is a bigger electric SUV, meant for families. Kia is using it as part of a lineup strategy that includes smaller EVs too.
The Kia EV9 is Kia’s larger, three-row battery-electric SUV. Mentioning EV9 alongside EV6 and EV3 highlights Kia’s plan to cover multiple body styles—small, midsize, and family-sized—within its EV lineup.
EV6
"Yeah, so it shows to everybody that we are committed to the electric market. We've already got EV6, we got EV9, we brought that manufacturing to West Point, Georgia."
The Kia EV6 is one of Kia’s current all-electric cars. Bringing up EV6 shows Kia already has EV experience and is expanding it with new models like the EV3.
The Kia EV6 is Kia’s existing battery-electric crossover that helps establish the brand’s EV credibility in the U.S. Mentioning EV6 alongside EV3 signals Kia is building out a broader EV lineup across multiple size and price tiers.
manufacturing to West Point, Georgia
"We've already got EV6, we got EV9, we brought that manufacturing to West Point, Georgia. So that's a commitment."
West Point, Georgia is where Kia has expanded EV production capacity. Local manufacturing can reduce logistics costs, support faster scaling, and improve supply reliability for new EV models.
entry point for people that want to get into the EVs
"So we see it as an entry point for people that want to get into the EVs and maybe eventually move up and throughout through others."
They’re talking about making EVs easier to start with. A cheaper EV can get more people to try electric cars, and then they might buy a bigger or more expensive one later.
The speaker is describing an “entry point” strategy: offering a lower-cost EV to bring new buyers into the brand’s electric lineup. The idea is that once customers are comfortable with EV ownership, they may “move up” to higher-priced models later.
most attainable electric model in the lineup
"I know the pricing is not announced yet but the announcement said that it's going to be the most attainable electric model in the lineup."
They’re describing the EV3 as the easiest EV in their lineup to afford. It’s meant to attract buyers who might not be able to pay for the more expensive EVs.
“Most attainable” is a positioning claim meaning the EV3 is intended to be the easiest Kia EV to buy based on price and accessibility. It’s part of a broader lineup strategy to broaden the customer base.
tax credit
"Talk about that I guess and the importance of that, especially now without the tax credit that has helped offset some of that purchase price up front."
They’re talking about government incentives that can lower the price of an EV at purchase time. If that help goes away, the car’s sticker price matters even more to buyers.
The speaker notes that the U.S. EV tax credit has helped reduce the upfront purchase price for buyers. They then discuss how the importance of affordability increases when that incentive is no longer available or is reduced.
consideration list
"So now they can put it on the consideration list of like, hey, I was thinking about it but I can't find something that I want."
The speaker uses “consideration list” in a marketing funnel sense: moving a vehicle into the set of models a buyer actively compares. Lower price and SUV practicality help shift EV3 from “interesting” to “actually on the shortlist.”
SUV
"It's an SUV so it gives people that want an SUV but now they have the option on the EV side. It helps complete the choice that people have in our lineup."
The discussion highlights that EV3 is an SUV, which matters because many buyers prefer the packaging, seating position, and perceived versatility of SUVs. The speaker frames EV3 as filling a gap for SUV shoppers who want an EV option.
market used to be 10% electric... now it's down to 4%
"And the market used to be 10% electric, right? Now it's down to 4%."
This is a demand/penetration snapshot: the share of new-car sales that are electric has fallen from about 10% to 4%. That context supports the argument that affordability and incentives are critical for sustaining EV growth.
ride and drive
"So we try to do a ride and drive so people can experience EVs, because there's still a lot of people that haven't, don't understand it."
A ride-and-drive is an automotive marketing event where potential customers can test-drive vehicles, often with staff and structured routes. It’s commonly used for EVs because hands-on experience helps people understand charging, acceleration feel, and everyday usability.
digital and social targeting
"we'll do a lot of digital and social targeting efforts so that we can talk to the right people that might be the best buyer for it."
This means using online ads and social media to show the message to the people most likely to want the car. Instead of advertising to everyone, they focus on the right group.
Digital and social targeting refers to using online ads and social platforms to reach specific audience segments likely to buy a product. In this context, Kia is trying to identify and message the “best buyer” for an EV offering rather than using broad mass-market advertising.
new powertrain in the hybrid
"So the really good thing we're excited about is we also brought a new powertrain in the hybrid,"
They’re saying the hybrid version is getting an updated power system. Hybrids use both a gas engine and an electric motor, and the update is meant to make it better and more appealing.
A “new powertrain in the hybrid” means Kia is updating the hybrid system—typically involving changes to the engine/motor combination and how power is managed. This matters because hybrid powertrains can improve efficiency and appeal to buyers who want electrification without going fully electric.
hybrid option
"right? So now it's in a gas and a hybrid. So again, choices. And it completes our SUV lineup that now if somebody's looking for a hybrid, they have Celtos, Sportage, Sorento, Telluride, all of them have a hybrid option, all of them have a gas option."
A hybrid car uses gas and electricity together. In this discussion, Kia is offering hybrids in several SUV models so more people can choose what fits their budget and driving needs.
A hybrid option means the vehicle can use both a gasoline engine and an electric motor/battery system to improve efficiency. In the segment, Kia’s strategy is to offer hybrids across multiple SUVs so buyers can choose based on fuel prices and personal preferences.
Telluride
"And it's got a great design that somebody that might want to Telluride but doesn't need three rows, this car looks like it belongs with Telluride, just a smaller version."
The Kia Telluride is Kia’s larger SUV, usually with three rows of seats. The speaker says a smaller model can still feel like it “belongs” in the Telluride family, but without needing three rows.
Kia Telluride is Kia’s larger three-row SUV, often aimed at buyers who want maximum interior space. The speaker compares a smaller hybrid model to the Telluride, suggesting it can attract Telluride shoppers who don’t need three rows.
multi-powertrain strategy
"And now it has one, maybe it gets them to take a look. I think it does. It opens up to another audience in the segment, in addition to the gas audience. And we sold a little over 50,000, 50,000, 60,000 of them last year. With the next powertrain, we're looking to grow."
A multi-powertrain strategy means the company sells cars with different kinds of powertrains, like gas and hybrid. The idea is to reach more buyers as tastes and fuel prices change.
A multi-powertrain strategy means offering more than one type of drivetrain—such as gas, hybrid, and/or EV—within a brand’s lineup. Here, the speaker ties Kia’s hybrid rollout to growth goals, suggesting it broadens the customer base as market preferences shift.
fragmented data
"Yet too often, inventory decisions are still made with fragmented data, disconnected tools and limited visibility into what's actually working."
Fragmented data means the dealership’s information is scattered in different places and not connected. That makes it harder to know what’s working, which can hurt ordering and pricing decisions.
Fragmented data refers to information being spread across disconnected systems or tools rather than unified into one view. In dealership operations, this can lead to poorer decisions because managers can’t clearly see what’s actually selling or performing.
managing it as a system
"The most successful dealerships are approaching inventory differently. They're managing it as a system, not a series of one-off decisions."
Managing inventory “as a system” means using an integrated approach—data, tools, pricing, sourcing, and forecasting—rather than treating each decision as a one-off. The speaker contrasts this with fragmented, reactive decision-making.
demand signals
"They're looking at market data, demand signals, pricing and acquisition opportunities together, so every move is more informed and more intentional."
Demand signals are clues that people want to buy certain cars. Dealers and automakers use those clues to decide which vehicles to have and how to price them.
Demand signals are measurable indicators of customer interest and buying intent, such as sales trends, search behavior, and lead volumes. Automakers and dealers use them to decide what to stock, how to price, and when to run promotions.
data-driven approach
"Learn how dealerships are rethinking inventory management with V-Auto and what a more confident, data-driven approach can do for your business."
A data-driven approach means using numbers and trends to make decisions. In car retail, that can help with pricing and choosing what cars to stock.
A data-driven approach uses analytics and real-world performance data to guide decisions rather than relying on intuition. In retail automotive, it often affects pricing, inventory allocation, and merchandising strategies.
front recovery tow hooks
"Tell Your Eye, first of all, the X-Pro version gas is doing great and we made it even more capable and gave it front recovery tow hooks and 9.1 ground clearance."
Front recovery tow hooks are strong pull points on the front of the car. They’re meant for getting the vehicle out of trouble (like mud or snow) using a recovery strap.
Front recovery tow hooks are reinforced points on the front of the vehicle designed for pulling the car out of a stuck situation using a tow strap or recovery rope. They’re common on trims marketed for off-road capability because they’re meant for controlled recovery rather than everyday towing.
ground clearance
"Tell Your Eye, first of all, the X-Pro version gas is doing great and we made it even more capable and gave it front recovery tow hooks and 9.1 ground clearance."
Ground clearance is how much space there is between the bottom of the car and the ground. More clearance can help when driving on rough roads or trails.
Ground clearance is the distance between the lowest part of the vehicle and the road. More ground clearance helps reduce the chance of scraping the underbody on rough terrain and can improve off-road usability.
fuel economy and range
"Most of the time are going for a hybrid because they want fuel economy and range."
Fuel economy means you use less fuel to go the same distance. Range is how far you can drive before you have to stop for gas.
Fuel economy is how efficiently a vehicle uses fuel (often expressed as mpg), while range is how far it can travel before needing refueling. Hybrids are frequently marketed for improving both by using an electric motor to reduce fuel consumption.
V6
"It has more than 70 horsepower than our outgoing V6 on our previous generation. It gets up to 35 miles per gallon, so there's no sacrificing in this one."
A V6 is a type of engine with six cylinders. They’re comparing the new hybrid to the older V6 version to explain what’s improved.
A V6 is an engine configuration with six cylinders arranged in a “V” shape. The speaker compares the new hybrid’s output to an “outgoing V6,” using it as the baseline for performance and positioning.
HEV
"Besides the SUVs I talked about in the HEV, we've got the Carnival hybrid as well."
HEV means hybrid electric vehicle. It uses gas plus an electric system, and you usually don’t have to plug it in to charge the battery.
HEV stands for Hybrid Electric Vehicle. It typically means the car uses both a gasoline engine and an electric motor/battery, but it’s usually not plugged in like a full EV or plug-in hybrid.
used EVs that are coming with a lot of the off-lease vehicles
"I'm thinking too about just the used EVs that are coming with a lot of the off-lease vehicles that are going to be returning to the market."
When leases end, the cars go back to the company and often get sold as used cars. That can make EVs easier to buy for people who were waiting for a better price.
Off-lease vehicles are cars returned at the end of a lease term, which then enter the used market. For EVs, a wave of off-lease returns can lower entry cost and make EV ownership more accessible to buyers who haven’t tried EVs before.
entry point for customers
"Do you see an opportunity there as a brand to help as another entry point for customers?"
It means a first step that helps people try something new. Here, used EVs could be the first EV purchase for someone who hasn’t tried one before.
An “entry point” is a lower-friction way to get new customers into a technology or brand ecosystem. In this context, used EVs can serve as a first EV purchase for shoppers who haven’t tried EVs yet.
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