Kia America's U.S. sales declined in the first quarter, but strong demand for crossovers and electrified models has brand officials feeling optimistic.
Volume dropped 11 percent to 59,524 in March and 5.2 percent to 151,196 for the quarter, with production and inventory undermined by key parts shortages, notably microchips. While Kia volume has dropped seven of the last eight months, the brand has gained ground in an overall market set to drop 22 percent or more in March and 15 percent or more in the first quarter, analysts say.
Kia was one of just three brands, along with Toyota and Lexus, with a 20-day or less supply of new vehicles in March, Cox Automotive said.
"There is an incredibly positive energy surrounding the Kia brand right now as we continue to outpace the industry and gain market share despite the ongoing industry challenges," Eric Watson, vice president of sales operations for Kia America, said in a Friday statement.
Kia's expandi…