Kia executives divided on whether brand should offer sporty roadster

Article by Christian Andrei, on May 6, 2014

Kia Motors Corp. global design chief Peter Schreyer dreams of a sporty roadster, but that might remain a dream at least for now. According to Kia’s overseas marketing chief Lee Soon-nam, such vehicle would not adequately build the brand or increase profits and the carmaker must first focus on boosting brand image and awareness.

Lee told Automotive News that niche products like the roadster would only result to smaller volume, which means they couldn’t enhance Kia’s brand image fully. He said that Kia would like to build its brand image to some level, after which it can maximize the effects of the new car launch.

Lee’s remarks indicate an internal row on how the Kia brand should be developed and be differentiated from Hyundai Motor Co. Schreyer, who is also global design chief at Hyundai, has claims that Kia needs a small sporty car to help solidify its image as the youthful choice.

Kia unveiled its GT4 Stinger 2+2 sports coupe concept at the 2014 Detroit auto show. Schreyer said at the 2014 New York auto show that an upmarket, sporty rear-wheel-drive four-door coupe -- inspired by the GT Concept unveiled at the 2011 Frankfurt auto show -- had been all but approved for production. Lee, however, expressed two concerns on Schreyer’s strategy.

First, a sporty car's volumes might be too small to generate enough profits. Second, Kia's global brand image isn't yet stout enough to support a sporty car. He remarked that from a marketing point of view, a new car launch should help enhance a brand image.

Topics: kia, roadster

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

The much-anticipated debut of the new Wrangler will surely happen. As it approaches, we’ve gathered all the latest information released so far. Of course, most are expecting that the next...
by - December 5, 2016
Nissan has announced the pricing for its new commercial pickup line. So for those who have been waiting for Nissan’s official price list (plus a little more info), read on… ...
by - December 5, 2016
Sorry folks, the AMG-fied Mercedes-Benz X-Class will remain in the fantasy world. According to some news, the AMG big boss has finally spoken up about why an AMG X-Class is...
by - December 5, 2016
In Japan, Toyota stays in the limelight by always cooking up something new for its famous 86 sports car. A colour orange Toyota 86 performance edition is one that’s hard...
by - December 4, 2016
Back in 2009, Nissan first introduced the Nissan Leaf, the company’s first all-electric vehicle. LEAF stands for Leading Environmentally-friendly Affordable Family car and this particular EV has been considered as...
by - December 3, 2016
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries