Kia has been trying to position itself as the sporty brand to help differentiate it from sister brand Hyundai with mixed success. But a report from Reuters says Kia is working on something that should give it the sporty image it has been desiring.

 

According to two sources, Kia is working a rear-drive sports sedan to compete against the likes of the BMW 3-Series, Audi A4, and Mercedes-Benz C-Class. Codenamed CK, the model will feature three different engine options and will begin production next May.

 

As Kia has no luxury brand, it is trying to position itself as a sporty brand," a source tells Reuters.

 

Kia hopes the new sedan is able to replicate the massive success of the Soul.

 

"Kia hit a home run with the Soul - they figured out how to keep it fresh and fun," said Dave Sullivan, product analysis manager for AutoPacific.

 

"Apply this formula to a rear-wheel drive sedan and they might be able to go after a younger consumer who is bored with the played-out BMW 3-Series but wants to move out of their Soul they have had since college."

 

The new sports sedan would be the first one to come out of either brand. But Kia will be facing an uphill battle as Genesis - Hyundai's new luxury brand - is also working a compact sports sedan known as G70.

 

Source: Reuters

View full article

Take away any real premise of sport (atleast when compared to the ATS or XE), give it an exterior that is a mash-up of the K900 and Optima, give it a very nice interior for the price, albeit a bit derivative...

 

I see another car with no real prestige, but plenty of spendy looks for the price.

 

The problem is that the only thing you could get more that might be over a loaded SXL Optima is RWD.

 

Which I don't think is very compelling for a Kia buyer.

 

I think they would have more success with a car that apes the Mercedes CLA, like a sedan and jacked up hatch duo that are clones of that kind of product.

 

Then use the value for money quotient to have excellent interiors, worthy of a car a class size above, and the tech, which is Kia's Forte... excuse the bad pun, but yeah.

 

There's more money to be made by Kia by doing something that... ahem.. articulates the needs of buyers who want the aspirational product without the aspirational badge.