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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.

Hyundai Ioniq Hybrid plus nitrous equals FIA speed record

As Hyundai prepares its trio of Ioniq electrified cars for sale in the US, the Korean automaker is taking the opportunity to showcase its strengths. One thing that definitely doesn't hurt its pre-launch standing in the eyes of potential customers is an FIA-ratified land speed record. As you'll see in the video above, Hyundai took a race-prepped Ioniq Hybrid prototype out to the Bonneville Salt Flats, where there are no speed limits or concrete barriers to hold it back. The result was a new record for a production-based hybrid, at 157.825 mph. The car also achieved a peak exit speed of 160.7 mph. To push the limits of the eco-focused Ioniq Hybrid, Hyundai boosted power and decreased resistance. In terms of output, the company's Engineering and Quality team added low-restriction intake and exhaust systems, minimized parasitic losses by removing the air conditioning and other systems, remapped the ECU, and added a freakin' nitrous injection system from Nitrous Express. They swapped the standard hybrid model grille for that of the all-electric Ioniq, tweaked the underbody and air dam for aero, and stripped or otherwise modified interior components for weight. The lowered ride height (thanks to a Progress Competition coil-over suspension) and Goodyear Eagle rubber wrapped around aero wheels were a final visual testament to this hybrid's singular purpose. For the sake of the driver, the Ioniq received a safety cage, racing seat, six-point harness, and fire suppression system. Finally – and while style points aren't part of the FIA record — the Ioniq was equipped with a racing parachute, which looks impressive on video, especially when you remember this car will be a fuel miser for the masses when it goes on sale later this year. "We couldn't be more proud in setting the FIA hybrid-category record with our new Ioniq hybrid," says Hyundai VP of Corporate and Product Planning Mike O'Brien. "Our engineering team really pushed the limits to set this new segment benchmark while demonstrating the impressive durability of the entire Ioniq vehicle platform. We expect this will be the first of many accolades for Ioniq." Related Video: Related Gallery Hyundai Ioniq Hybrid Sets FIA Land Speed Record At Bonneville View 10 Photos News Source: Hyundai, YouTube: HyundaiUSA Green Motorsports Hyundai Hybrid Videos fia land speed record hyundai ioniq ioniq

Kia Motors again tops J.D. Power Initial Quality Study

Image Credit: J.D. Power charts Auto News Plants/Manufacturing Hyundai Kia study JD Power