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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.

2024 New York International Auto Show Editors' Top 5 Picks

The New York Auto Show, like many other shows over the past few years, has shrunk. But it's still playing host to some interesting reveals, and we even got a few surprises this year. It was dominated by Nissan and Hyundai Motor Group products, but ones running the gamut from affordable cars to flagship SUVs. It was a strange situation of being both quite diverse in reveals, and not at all, depending on how you looked at it. Our favorites of the show are a clear representation of that. And another interesting observation, only one of the picks was significantly electrified. Scroll down to see the best reveals of the New York Auto Show,. 2025 Nissan Kicks View 10 Photos 5. Nissan Kicks "The Nissan Kicks has gone from a reasonably attractive and small crossover into something way more funky with cool textures, color combinations and some actual presence. Plus, it's more spacious, more powerful and has available all-wheel drive. If Nissan can keep the price nice and low to compete with similarly stylish and well-executed competition like the Chevy Trax, the company's got a real winner on its hands." – News Editor Joel Stocksdale InfinitiQX80-Z63-051 View 39 Photos 4. Infiniti QX80 "The QX80 wasn't technically shown at the New York Auto Show, but it was revealed just a week prior at Hudson Yards – accross the street, in other words. Frankly, I wasn't blown away by the initial photos, but I think it looks great in person. The attention to detail both outside and in seem appropriate for an SUV that Infiniti hopes to sell for six figures loaded up. I'm a believer." – Associate Editor Byron Hurd 2025 Kia K4 Live View 7 Photos 3. Kia K4 Sedan "The Kia K4 interior has way more style than anything in the compact car price range has any business having. Now, if we don't get the green interior option shown in the initial global reveal photos, I'm retracting several of my points here. Otherwise, wowza. I kept looking and looking at that K4 interior photo, and finding new, interesting details to admire. Oh, and the exterior is pretty cool, too, though I do prefer the hatchback in that regard." – Senior Editor, West Coast, James Riswick Genesis GV60 Magma Concept View 10 Photos 2. Genesis GV60 Magma "I am psyched to see Genesis show off a proper performance car. The “Sport” trims on its various models are sort of neat, but the Magma brand looks like the real deal.

2017 Kia Cadenza is a redesigned head scratcher

The second-generation Kia Cadenza has unexpectedly bowed at the 2016 New York Auto Show, and we're left wondering how this thing even survived to get a second generation. The Cadenza has been on sale since 2013 and it's never sold over 10,000 units in one year. Even if you combine US and Canadian sales, Kia's best year for the Cadenza was 2014, where it sold just 9,427 cars. So, what's Kia done to the second-gen car to improve on that disappointing stat? Perhaps the biggest change is the platform the Cadenza rides on. It's lighter and stiffer, which means it's probably going to be a far better dancer than the boat-like first-gen model. Cutting the weight also allowed Kia's engineers to fit more sound deadening, which alongside a sound-absorbing laminated windshield and front windows will likely lead to a quieter ride. Better handling and a quieter ride? Okay Kia, we're paying attention. The Cadenza's 3.3-liter V6 still sits under hood, but it's paired to an eight-speed automatic for the first time. That, alongside a new tune for the engine, should improve on the current Cadenza's 19-mile-per-gallon city and 28-mpg highway stats. Kia hasn't released an estimate of how much of an improvement it will be, but we suspect it'll be modest. Frankly, we're still a bit confused about why Kia is carrying on with the Cadenza. Its rivals sell in far higher volumes – in 2015, the Nissan Maxima sold over 40,000 units, the Buick LaCrosse did 42,000, and the Toyota Avalon did 60,000 – and two of those cars, the Maxima and LaCrosse, have just been fully and completely reworked. Then take into account America's increasing disdain for sedans/infatuation with crossovers, and Kia pushing through the second-gen Cadenza is just a puzzling move. Still, the visual updates, platform improvements, and powertrain changes are positive – will that be enough to turn around the Cadenza's struggling sales? We have no idea, but things can't get much worse.