Soohang Chang takes over Kia Europe in 2026, with affordable EVs at the core of the plan
Kia has announced a major leadership change in its European operations. Starting January 1, 2026, Soohang Chang, currently Senior Vice President at Kia Corp. and head of Middle East and Africa markets, will become President and CEO of Kia Europe.
In his new role, Chang will focus on accelerating Kia’s electrification roadmap and sustainability initiatives across Europe, while strengthening partnerships and customer engagement strategies.
He succeeds Marc Hedrich, who will return to France to lead Kia France.
A key milestone in Kia’s transition strategy is the launch of a budget electric vehicle. The Kia EV2 will make its production debut on January 9 at the Brussels Motor Show, after being previewed as a concept at IAA Mobility. The model targets the fast-growing sub-€30,000 electric compact segment.
Chang will also aim to regain lost market share. According to Dataforce figures cited by Automotive News, Kia’s European sales declined to 479,659 units in the first 11 months of 2025, down from 495,857 units a year earlier.
Kia has already started producing electric vehicles in Europe. The Kia EV4 is assembled at the company’s Žilina plant in Slovakia, marking the brand’s first European-built EV and a key step in its long-term electrification strategy.
Photo: Electrive
