Kia is betting its new lineup of affordable EVs, like the EV3, can beat the incoming wave of Chinese models in Canada, but affordability is only one part of the equation.

After launching the EV3 in Canada in August, Kia said it was the lowest-priced electric vehicle on the market, starting at CAD $39,744.

It may not hold the title for long, though. Canada struck a deal with China earlier this year, allowing up to 49,000 electric vehicles to enter the Canadian market at a 6.1% tariff rate.

According to Kia Canada’s COO, Elias El-Achhab, the company sees the deal’s timing as an opportunity.

“I thought it was just a bonus,” El-Achhab said during Automotive News Canada’s Retail Forum this week.

Kia is “trying to be the first affordable EV brand in the country,” he said, but that doesn’t necessarily mean just offering the lowest-priced vehicle. The Korean automaker is focusing on offering EVs at an affordable price that still come with the tech and features buyers want.

The EV3 (check out our review) joins Kia’s other mass-market electric vehicles, including the EV4 and EV5, that are now on sale in Canada.

When asked whether Kia could face more competition from China because of its positioning as a low-cost brand, El-Achhab said: “I actually think the opposite.”

“Because we are more affordable … and I will reiterate, it’s more of a value equation that we offer,” he explained during the Forum.

While Kia still offers vehicles across all powertrains, El-Achhab said that around 90% of those who buy an EV tend to stick with it.

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