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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 provides first details on Soul EV arrival, specs

When Bob Dylan and his guitar-driven poetry embraced the amp in the mid-Sixties, he famously endured cries of "Judas!" from at least one dejected folkie. The Voice Of A Generation had gone electric, and apparently not all of his concert-goers were ready for the transition. We suspect the Kia Soul and its dancing hamsters will have an easier time of it.
In early October, Kia confirmed what had already long been rumored - the Soul is going electric, too, and now it's revealing some initial details and specs. The automaker's mega-popular 'box' car will be the company's first EV sold in North America - or indeed, anywhere outside of its home market (Kia has offered its tiny Ray EV to government fleets in Korea in limited numbers). For the moment, officials aren't saying exactly when the Soul EV will hit its North American dealers, but it has pinned down the "second half of 2014," for global overseas deliveries to begin, so it's fair to assume the car will carry a 2015 model year designation.
Kia is touting "class-leading range" in excess of 120 miles

Kia design boss hints at an electric version of the Stinger

We return to the much-scrutinized Kia Stinger, the critically acclaimed but slow-selling performance sedan whose future is the subject of intense speculation. Thanks to an interview in Top Gear with the head of Kia design, Karim Habib, we now have not only official confirmation that the four-door fastback is getting a mid-cycle refresh, but also some hints about how the model might stick around by evolving. In the interview, Habib said he hopes that the “spirit of the Stinger” remains as the Kia brand evolves. “As the technology goes toward EVs and as the world and its appetite for these types of cars changes, the concept probably has to evolve as well,” he said. Is that a hint that the Stinger might eventually go electric? LetÂ’s explore. Kia has already announced its intentions to launch 11 new electric vehicles globally by 2025, including some with an 800-volt charging system for high-speed charging. TheyÂ’re doing so on a platform that will be purpose-built for EVs in partnership with Hyundai that can support larger and more powerful electric vehicles than either the Soul EV or Niro EV, KiaÂ’s two existing battery-electric offerings. Presumably that opens the door to build an electric Stinger or similar four-door sedan — Habib talked about the need to keep the “sporty, affordable, beautiful sculpture” around, if not necessarily the nameplate itself. But electrifying the Stinger would in all likelihood easily eclipse the 255-horsepower from the base 2.0-liter turbo-four and at least match the 365 hp offered by the twin-turbo V6. It would also undoubtedly represent a huge upgrade in fuel economy, which tops out at 25 mpg combined and is one of the StingerÂ’s few weak points. Kia is also working on battery technology that promises up to 310 miles of driving range. For now, anyway, we know from spy shots that Kia is preparing to give the Stinger interior and exterior styling updates and, reportedly, slight power boosts by tweaking the existing 2.0-liter and 3.3-liter mills. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.