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Kia using quality and technology to increase sales and brand prestige

Kia is a long way from hawking the anonymous lozenge known as the Sephia on our shores. That was only 1994, though, and in less than 20 years the company has gone from judging its aspirations against Japanese budget competition to walking auto show floors checking out the German standard-bearers for tips on how to increase sales and brand prestige. In an interview with Automotive News, Kia executives laid out their plan for carving out a Volkswagen-like niche for the company whereby they could be viewed as the premium pick in a volume segment. Concepts like the Kia Cub, above, would seem to point in this direction.
Kia is keen to make sure its sales targets don't impinge on its quest for better and better quality.
Kia's prime directive is "an unrelenting focus on quality." The Japanese brands earned a reputation for bulletproof reliability, and Kia is keen to make sure its sales targets don't impinge on its quest for better and better quality - neither in-house nor for its suppliers, a trade-off we've seen go wrong before. It has a Pilot Center that studies each new model for potential production problems before being given the approval for manufacture, and it isn't until the quality control department gives the okay that manufacture can begin.

Hyundai-Kia names former Audi, Lamborghini, Bentley designer as design chief

Luc Donckerwolke, former designer for both Bentley, Audi and Lamborghini, is succeeding Peter Schreyer as the lead designer for both Hyundai and Kia. This follows a significant shuffle within the Korean automaker's upper management. Schreyer — himself a former Volkswagen Group designer — will head design management. Chung Eui-sun, the son of company chairman and CEO Chung Mong-koo, was promoted as executive vice chairman. The head of Hyundai Motor America, Kyung Soo-lee, is leaving his position after just more than a year on the job. That's a lot of moving pieces at the top of Korea's largest automaker. Donckerwolke has been with Hyundai-Kia since 2015 when he left the Volkswagen Group to take over Genesis design. Some of his most famous designs include the Lamborghini Murcielago, Lamborghini Gallardo, Bentley Flying Spur and Bentley EXP 10 Speed 6. Schreyer led the design of the original Audi TT and has helped push forward Hyundai and Kia. The pair's influence can be seen and felt throughout the company's lineup. According to Reuters, part of the shakeup within the leadership follows a company announcement that third-quarter profits have fallen, sending shares to their lowest level in nine years. Related Video:

Kia says fewer than 30% of its dealers will get 2015 K900

Kia is moving into unknown territory with its $60,000 K900 luxury sedan in many ways. Not only will it act as the company's flagship model, it will be the Korean brand's first in the US with rear-wheel drive and a V8 engine. The first batch will hit showrooms in March, but according to Edmunds, it will be a soft launch in some ways, because only around 30 percent of dealers have paid a premium to sell the plush ride.
Kia has sent the selected dealers back to school to make sure they are prepared to sell the K900 to the industry's famously finicky luxury sedan buyers. The company believes its flagship model will be "a catalyst in support of our long-term strategy to elevate the ownership experience," said James Hope, Kia's National Manager for product communications, to Autoblog in an email. According to Edmunds, the dealers paid about $30,000 each in required training, tools and showroom displays. It wants the improvements to "shift the culture" in its dealers to be ready to welcome luxury buyers, according to Hope. Kia Director of Public Relations Scott McKee told Autoblog that the brand expects buyers to be "independent thinkers" from a blend of current Kia owners stepping up to the K900 and conquests from other luxury brands.
Kia has been slowly building awareness of the K900, especially with its Super Bowl ad, but it still has a long road ahead of it to prove what makes it crown jewel different. The company believes more dealers will sign up to sell it once public awareness for the new sedan grows. "There has never been a better time to challenge the status quo," said Hope. Also, a V6 model will launch in the future at a lower price, which should bring more people into the updated showrooms. Given what Kia has accomplished in the US in the last 20 years, it would be foolish to count the K900 out, but that doesn't mean it will be easy to break into the luxury sedan market.