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Why Kia doesn't need a premium brand

Hyundai's creation of the Genesis luxury brand means it and fellow Korean brand Kia have finally hit the mainstream in the U.S. – as far as products are concerned – after nearly three decades of trying. Which is about as long as it took Toyota and Nissan to roll out Lexus and Infiniti, respectively. It's history repeating itself. Genesis is supposed to be the way Hyundai's premium models get the respect they deserve, without carrying the baggage of a name associated with frugality. Hyundai has, in fact, built up a reputation over the last decade or so for cars that compete head-on with class leaders, rather than aim to be 90 percent as good for 75 percent of the price. And because Kia shares a number of components with Hyundai, its vehicles have also steadily become not only better mainstream vehicles, but have continued to aim higher than their price points. Does Kia need to follow now in its parent's steps with a prestige brand to market its most expensive models? I'm aware of the Kia K900, the company's deepest foray into luxury territory notably occupied by Lexus. Kia, however, has consistently been pushing this $60,000 full-size luxury sedan along with $0 down, low monthly payment lease deals. Turns out there really aren't many people looking for a full-size Kia luxury sedan. Or maybe they're just waiting to get it for $20,000 in a couple of years. Consider the K900 and Genesis when I convince you Kia already makes upscale cars to rival those with premium badges. They just don't happen to be its most expensive model. Shortly after Hyundai's announcement it would spin its luxury models off into the Genesis brand, I spent a few days with a 2016 Kia Sorento SXL. And I'm willing to call it a more convincing attempt to get people out of luxury cars than the K900. Driving the Sorento is not an emotional experience. You feel parental driving it, thinking you might've forgotten to pick your kids up until you remember you don't actually have kids. But after settling into the nicely stitched and perforated leather seats, you respect its comfort, quiet and amenities. The headliner is soft, the stitching on the dash top is convincingly real and everyone is impressed by the sharp graphics on the touchscreen and the slick powered shade that reveals an expansive glass roof. A Kia Sorento costing more than $46,000 sounds absurd until you wonder how much better an Acura MDX or Lexus RX350 is when those cost as much as $10,000 more.

Kia design chief Peter Schreyer named Hyundai-Kia President

Automotive News reports Peter Schreyer has been appointed the first non-Korean president of Hyundai-Kia Motor Group. Schreyer is expected to retain his role as the chief designer for Kia, while also taking on new, high-level executive duties. He is now one of three presidents at the automaker.
The designer made a name for himself at Volkswagen, where he penned the 1998 New Beetle and lent his eye to the Audi TT. In 2006, Schreyer moved to Kia, where he quickly revised the brand's styling from bland, forgettable lines to bold, "tiger nose" creations. Analysts attribute much of the brand's recent sales success to Schreyer's influence.
Kia is expected to move 2.75 million units worldwide next year, while sister company Hyundai will likely beat its 2012 sales forecast of 4.29 million units, according to CFO Lee Won Hee.

Lucid Air and Maserati MC20 unveiled | Autoblog Podcast #644

In this week's Autoblog Podcast, Editor-in-Chief Greg Migliore is joined by Associate Editor Byron Hurd. Before they get to the juicy news of the week, they chat about the cars they've been driving, including a Ford Mustang Shelby GT350R, Audi A6 Allroad, Mazda CX-9 and Kia Niro. It's been a busy week in the news department, with GM investing in Nikola, Lucid Motors launching the Air electric sedan, Maserati unveiling the MC20 mid-engined supercar and a farewell to the Lexus GS. Then they talk about having a newfound respect for the Fox Body Mustang and the Mazda CX-9. Autoblog Podcast #644 Get The Podcast iTunes – Subscribe to the Autoblog Podcast in iTunes RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Rundown Cars we're driving 2020 Ford Mustang Shelby GT350R 2020 Audi A6 Allroad 2020 Mazda CX-9 2020 Kia Niro GM buys $2 billion stake in Nikola, will build Badger hydrogen-electric pickup Update: Short-seller accuses Nikola of fraud and Nikola threatens to sue Lucid Air production electric luxury sedan is a dream revealed Lucid Air's modular powertrain opens up serious performance possibilities Lucid Motors teases electric SUV at Air debut Mid-engined, 621-horsepower MC20 inaugurates a new era for Maserati All future Maseratis will borrow styling cues from the MC20  2023 Maserati MC20 Folgore planned with three-motor electric powertrain Lexus GS dead for 2021 Respect to: Fox Body Mustang Mazda CX-9 Feedback Email – Podcast@Autoblog.com Review the show on iTunes Related Video: