Kia and Uber Partner for EV Discounts in Europe

Uber and Kia Europe Collaborate on Electric Vehicle Initiative

Uber and Kia Europe have forged a partnership to provide drivers across 20 European countries with advantageous options for acquiring Kia’s e-Niro and e-Soul models – through purchase, lease, financing, or rental. This collaboration represents a significant step for the ride-hailing company in its pursuit of ambitious emissions reduction targets.

Uber's Commitment to Zero-Emission Mobility

Uber has publicly pledged to establish a completely zero-emission mobility platform throughout Europe by the year 2030. The company anticipates facilitating the transition of up to 30,000 Uber drivers to Kia’s battery electric vehicle (BEV) lineup by that same year.

Kia is the newest addition to Uber’s growing network of automotive partners offering discounted rates on electric vehicles to its drivers. Previously, Uber announced a collaboration with EV manufacturer Arrival in May to develop a purpose-built electric vehicle specifically for ride-hailing services.

Furthermore, in September 2020, Uber partnered with GM to extend discounts on the all-electric Chevrolet Bolt to drivers in Canada and the United States.

EU Emissions Regulations and Uber’s Response

Recent legislation enacted by the European Union mandates a reduction in carbon emissions of at least 55% by 2030, benchmarked against 1990 levels. Uber’s partnership with Kia is a proactive response to the increasingly stringent emissions regulations expected across the continent.

To maintain pace with these changes, Uber also aims to have over 100,000 electric vehicles operating on its European platform by 2025. The company also intends for 50% of all miles driven in key cities – Amsterdam, Berlin, Brussels, Lisbon, London, Madrid, and Paris – to be completed using zero-emission vehicles.

Kia’s Expansion of Electric Vehicle Offerings

Kia views this partnership as an opportunity to broaden the appeal of its BEV models as it prepares to introduce 11 new electric models by 2026. The e-Niro crossover boasts a range of 239 miles and utilizes a lithium-ion battery capable of reaching 80% charge in 54 minutes with a DC fast charger.

The e-Soul subcompact crossover, characterized by its distinctive and boxy design, provides a range of up to 243 miles on a single full charge.

Vehicle Costs and Driver Incentives

Despite the available discounts, the Kia models currently featured on PartnerPoint – Uber’s platform for London drivers seeking EVs – remain relatively expensive. Kia offers drivers a discount of approximately 8% on vehicle financing, compared to averages of 13% from Nissan and 22% from Hyundai.

Consequently, Kia’s vehicles are priced between £29,877.40 ($42,154.32) and £36,471.40 ($51,457.86), potentially equaling or exceeding the annual salary of a London driver.

However, drivers are utilizing the discounts and other incentives, including 5% financing interest rates and the Clean Air Fee. This fee, which collects 3 pence (4 cents) per ride to contribute to the cost of EVs, has reportedly saved London drivers an average of £3,000 ($4,233).

Growth of Electric Vehicles on the Uber Platform

Uber reports that over 3.5 million trips in fully electric vehicles have been completed in London since the launch of the Clean Air Plan in 2019. Currently, 50% of new vehicles joining the platform in London are fully electric, a significant increase compared to the 8% observed in broader markets.

Over the past year, the number of EVs on Uber’s platform has increased from 700 to 2,100, and the company intends to double this number by the end of the current year.

Expansion of Uber Green

Alongside this announcement, Uber revealed plans to expand Uber Green – a feature allowing riders to request lower-emission vehicles and offering drivers a reduced 15% service fee for each Uber Green trip – to 60 cities across Europe by year-end.

Currently, this feature is limited to London riders initiating trips within Zone 1. Uber encourages drivers to capitalize on the lower operating costs and increased earning potential offered through the program.

Information Access for Uber Drivers

Uber drivers in Europe can access information regarding EV offers through the driver app, direct mail communications, and driver webinars. Vehicle pricing will remain consistent regardless of driver location.