Kia doesn’t plan on pursuing any motorsport ambitions, according to its bosses. They deny speculations that in the near future, Kia will follow sister brand Hyundai into top-flight motorsport. Hyundai has been preparing for its comeback to the World Rally Championship after having left it more than 10 years ago.
This led to rumors that Kia will also be competing in order to boost its sporting reputation. In early 2013, there were reports that Kia had serious aspirations of submitting entries for the British or World Touring Car Championships.
Kia’s Optima and Forte saloon models have actually participated in several low-profile touring car race series in the U.S. Soon-Nam Lee, vice-president of the overseas marketing group for the Kia Motor Corporation, was interviewed by Autocar about the company’s motorsport plans.
He replied, “No plans at the moment. In time, perhaps.” It seems that Kia’s primary focus for the foreseeable future is to continue to improve its brand reputation for quality vehicles so that it could be more profitable. Kia is confident that it is rolling out desirable cars after observing that its American buyers tend to select highly specified top-of-the-line models. [source: Autocar]