Hyundai and Kia will bring in new products to United States to determine the borders of both brands. Kia will introduce its Quoris flagship sedan to the US as early as 2014 after launching its up-to-$42,000 Cadenza sedan. Kia’s Quoris flagship – a counterpart to Hyundai's Equus flagship – is expected to fetch over a price of over $50,000.
The Quoris is expected to offer a number of high-tech features and luxury amenities. If proven successful in the US, the Quoris will help diversify Kia beyond the design-oriented, value-based qualities for which the brand is best known.
On the other hand, Hyundai will be introducing next generations of its luxury and mainstream offering to the US starting next year. Hyundai will roll out next summer the second-generation Genesis, which should don a more luxurious interior as well as better ride and handling for it to be able to truly compete against offerings by German premium carmakers.
The same should also hold true for next generation Equus, which is expected to arrive in 2016. Hyundai is rolling out the seventh generation of its Sonata mid-sized family sedan in the third quarter of 2014.
The new Sonata, however, will be crucial to Hyundai’s success as it tries to compete against new sedans build by Chevrolet, Ford, Honda, Mazda, Nissan and Toyota. The new Hyundai Sonata will have to hold its ground in a very competitive sedan segment, boosted by newer offerings from rival carmakers, and serious design change would greatly help the unit. The next Sonata is expected to integrate a new design language that Hyundai dubbed as "fluidic precision."