Kia taking on new segments no longer qualifies as newsworthy - it’s happened plenty of times over the years. And while some have been more successful than others - the Stinger GTS convinced as a sports saloon, the Pro_Cee’d GT not so much as a hot hatch, Kia is now significantly well recognised to take on any which sector (and rival manufacturer) it desires. Once upon a time, that intent might have been demonstrated with something low-slung and noisy; these days, of course, no lineup can be called comprehensive without a huge electric SUV.
You’ll probably be familiar with the EV9 already, though it has well-earned a second visit (and not just to try the dual-motor variant). Even with Kia now a very familiar mainstream choice, a new model that starts at £65k is a big deal; that old Stinger V6 was the £40k-ish flagship not so long ago. Accessing the 585hp EV6 GT requires less money than the very cheapest EV9. In no uncertain terms, then, this is Kia stating that it’s going after the properly premium SUVs with this car.
Good job it looks the part, then. Or at least there’s no chance of mistaking the 9 for any other Kia. Partly because it’s humongous, partly because even by Kia’s recent standards it’s an unashamedly bold design. We tried to get a BMW iX for this test, and the Kia really does feel on its level for visual clout. It’s seldom that a red Audi on 22-inch wheels is made to look like the sombre option, but such is the case here; the Q8 e-tron is recognisable to the point of forgettable (which is partly the point of its design). None of those traits apply to the EV9. It’s supremely confident in what it means to be an XXL Kia in 2024. To call the Q8 just another Audi feels harsh, though you see the point.
The Kia’s interior doesn’t have quite the same wow factor. What was just about alright in terms of quality and sense of occasion in the base model is a bit exposed when it nudges £80,000; it’s all pretty good in form and function, though not a great deal more than cheaper Kias. Having half a dozen great captain’s chairs is what makes the 9 feel plush. This sort of stuff matters more than ever before, and when priced against the BMW and its superb interior anything less is noticeably inferior.
In this case, the newcomer is at least aided by the fact that the Audi’s interior is merely fine. As with the exterior, trying to keep the family look intact and not scare off anyone making the transition from combustion feels a bit of a missed opportunity - it even feels only as spacious as a combustion-engined car would (though the gargantuan Kia does skew perspective somewhat). Really the Audi could and perhaps should be that bit more adventurous inside. The recent reveal of the Q6 e-tron has also served to date the Q8 further, particularly the clicky touchscreen controls. Now more than ever it’s hard to justify splashing out on the more expensive derivatives. It’s nice inside the Audi, it’s just not £100,000 nice - which is the same truism that applies to the Kia, albeit for a bit less money.
That being said, interiors aren’t everything. This is PH, after all. The EV9 certainly benefits from the additional wallop of a second motor; twice the torque of the rear-drive single motor means much more authoritative, convincing performance, surely better suited to journeys with passengers. While EVs should be considered on more than just straight-line speed, this 383hp variant seems appropriate for a car of this stature in a way that 204hp probably isn't - including a four-second (!) drop in 0-62mph time. The Audi, with a little less weight and a bit more power, feels sprightlier, aided by an even sharper throttle. Neither makes the driver want for additional performance.
With more potency for the Kia comes a larger wheel; now up to 21-inch diameter (rather than 19s for the standard model; there is no 20 available). Accordingly, the ride-handling compromise doesn’t feel quite so sweetly struck. There’s added firmness to the low-speed ride (if not quite to the Audi’s level) that isn’t especially welcome, particularly as it doesn’t translate to any additional discipline at higher speed. It’s agreeable enough, and probably wouldn’t have been conspicuous without prior experience of the single motor, but it’s there nonetheless. It's a shame there isn’t a spec option that gives the slightly cushier rear-drive car a bit more poke. Something like 300hp and £70k feels like it could be a good compromise; just 204hp/rear-drive and 383hp/all-wheel drive seems a bit all or nothing. To the EV9’s credit, this doesn’t feel any less nimble at 150kg heavier than the RWD model.
Even at its most potent, however, the Kia isn’t as sharp to drive as the Audi, with every control surface of the e-tron responding more eagerly. The car-like feel from being sat lower and enveloped by the interior - rather than the Kia’s more open-plan arrangement - does translate to the driving experience. That additional firmness at low speed makes the Audi feel more willing if driven that bit quicker, marshalling its considerable mass better and showing some enthusiasm for corners.
This is both a blessing and a curse for the Audi. In doing such a convincing job of feeling like an ICE car inside and out - plus making the Q8 half decent to drive - you sort of miss having the engine as an accompaniment. Even allowing for that fact that it wouldn’t be so incisive with one onboard. The thought never materialises in the Kia; despite not being so effectively tied down, ts vibe, from the living space interior to the effortless drive, is tailor-made for EV. Because the car is. Better though the Audi objectively is, it sometimes feels a bit stuck between two worlds; by trying to lure those leaving an engine behind with the experience, it reminds the driver both of the advantages of pure, along with some of the drawbacks.
It is far from alone in this, of course, with plenty of other EVs out there that haven’t fully embraced the innate potential of the powertrain. The Q8 e-tron even goes as far as gas-guzzling (or whatever the electric equivalent is) like a V8, averaging only 2.1mi/kWh in its time with us - the Kia was 2.5. To some extent, the big wheels of the range-topping Vorsprung can be blamed, though it’s still not great; no wonder the battery had to be increased to a whopping 106kWh in the facelift. Anything much less and it wouldn’t make 200 miles on a tank. Such is the world of electric cars that while there’s plenty to like about the Audi - it’s refined, it’s fast, it corners gamely - parts of the package do feel a bit old.
Which, for all its flaws, is not an accusation that can be levelled at the Kia. It feels fresh, it’s interesting, and perhaps crucially, it’s just about different enough. Perhaps this sort of car wasn’t what anyone had in mind when thinking about the opportunities electric might afford us, but there’s no denying the EV9 does the job of vast people mover very well indeed. Any kind of engine would impinge on the sense of space and freedom inside, which is hard to go without in something so family-focused. No doubt it’d feel cumbersome and sluggish to drive by comparison, too. Arguably it and the Audi aren’t head-to-head rivals, but the Kia feels a better exponent of what electric can do for the SUV right now by being that bit braver.
Whether it’s the best of its kind at this money can’t really be answered until trying an iX again - love it or loathe it, there’s a very good car under the needlessly divisive BMW design language. Regardless, the Q8 reveals the folly of going too far in the opposite direction: it is the more satisfying car to drive overall, and its desirability is inevitably buoyed by the presence of four rings on its nose - yet it seems unimaginative when the EV9 is custom-built to pull the same trick that Ingolstadt was once famous for: i.e. romping into a new segment with its well-established strengths plain for all to see. It is decent to drive, pleasant to sit in and distinctive to look at. For some, that will likely be enough.
SPECIFICATION | 2024 KIA EV9 GT LINE S
Engine: Dual permanent magnet synchronous motor, 99.8kWh usable battery
Transmission: Single-speed, all-wheel drive
Power (hp): 383
Torque (lb ft): 516
0-62mph: 5.3sec
Top speed: 124mph
Weight: 2,648kg
Range: 313 miles combined (2.7mi/kWh claimed)
CO2: 0g/km
Price: £77,025
SPECIFICATION | 2023 AUDI Q8 E-TRON 55 VORSPRUNG
Engine: Dual asynchronous motors, 106kWh usable battery
Transmission: 2-stage ratio planetary gearbox with single ratio, all-wheel drive
Power (hp): 408
Torque (lb ft): 490
0-62mph: 6.5 seconds (5.6 with boost)
Top speed: 124mph
Weight: 2,510kg
Range: 306 miles combined (2.6mi/kWh claimed for Vorsprung)
CO2: 0g/km
Price: £103,745 (as standard; price as tested £106,090 comprising Soneira Red metallic for £1,495 and tow bar for £850. 340hp Vorsprung from £92,910, Q8 range from £70,910)
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