Can Kia turn a reward brand? ‘It is not going to work’

Kia is famous for value-priced cars and quirky crossovers. But a South Korean code has some-more lush aspirations. Walk into a Kia salon and knowledge a K900 full-size oppulance sedan hawked by LeBron James and marketed as “fit for a king;” or check out the surprising Stinger opening sedan aiming to replace German competition sedan benchmarks; entrance shortly is a eight-seat Telluride crossover.

This enlargement into a area of reward brands such as Acura, Lincoln and Genesis is a risk value taking, in Kia’s mind.

“We see this as an event as many as a challenge,” pronounced Michael Cole, arch handling officer during Kia Motors America. “We have demonstrated, quite with Stinger, that Kia can successfully contest in these higher-end segments by attracting business from determined reward brands.”

Kia’s ceiling pull began with a last-generation Optima, famous for a well-spoken pattern and crafted underneath former Audi engineer Peter Schreyer. It looked really European. The incomparable front-drive Cadenza faced off with a Toyota Avalon and Buick LaCrosse while scheming a marketplace for even loftier Kias.

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