The forthcoming Kia Soul EV will cost around £25,000 when it launches late next year.
The electrified version of the next-generation of Kia's tall supermini will be priced to compete with similar models. But according to Yaser Shabsogh, Kia's UK commercial director, it "won't be priced to stimulate demand [in the segment]".
He said the projected prices were based on the assumption that the car would be sold with a battery, rather than via a leasing scheme. Kia is yet to decide whether to lease or sell the battery.
The car, which Shabsogh says will have a "low-to-mid £20,000" price tag, will also be eligible for the government's £5000 electric car grant, assuming the scheme is still operational as the car goes on sale.
Shabsogh expects around 200 Soul EVs to be sold annually in the UK. The car will be sold and supported by a small number of specialist dealers, likely based in and around major cities,
Kia UK bosses admit it will remain a niche product, but they say fuel cell vehicles will offer a bigger sales opportunity for the company once the infrastructure is rolled out to support them.