Kia Motors Europe is embarking on an ‘Electric Mission’ across the most advanced electrified car markets in Northern Europe, in partnership with automotive research consultancy World Shopper. The Electric Mission team will spend ten days visiting the towns and cities across Northern Europe which are helping to shape the future of electric mobility.

Artur Martins, Vice President Marketing & Product Planning for Kia Motors Europe, commented: “The Kia e-Niro is helping to remove barriers that drivers associate with electric vehicles. We want drivers to stop wondering about electric cars, and start driving them instead. The partnership with World Shopper will help to further efforts to encourage drivers to ‘go electric’, as we use the research to adapt our products and services to the changing needs of consumers.”

The industry analysts from World Shopper will meet with key electrification stakeholders in each country to gather unique first-hand insights into electric mobility trends in Europe. The researchers will also meet with consumers to examine what steps could be taken to enable electric and hybrid cars to become the ‘new normal’.

The qualitative findings from the Electric Mission will be shared on Kia’s social media channels, and published in a new white paper by Kia and World Shopper at the 2019 Geneva International Motor Show in March.

Ricardo Oliveira, World Shopper’s Founder, said: “As the plug-in car ecosystem expands, more car owners are considering alternative fuel vehicles. There are still a number of perceived obstacles in the way of mass uptake of electrified cars, however. Our research will enable us to find out what needs to be done to convince more drivers of the benefits of plug-in cars. The Kia e-Niro will be the perfect companion for our journey as it already does so much to dispel some of the myths and apprehensions that many drivers have about electric vehicles.”