Kia Motor’s vice-chairman Lee Hyoung-keun boldly announced its new goal of being among the “first-class brands” by 2017, and be on the same level as premium automakers such as Lexus, Mercedes-Benz, and Audi. New Zealand-based Scoop Independent News reported that Hyoung-keun made the announcement in front of a group of global dealers and distributors.
Kia has already gone so far when it comes to improving its brand image as well as the quality of its vehicles. However, it’s considered to be a mainstream brand that rivals Toyota and Volkswagen. Kia now hopes to make the move upscale and provide higher levels of quality and luxury. The credit for the improvement of Kia’s styling in the past years goes mostly to design chief Peter Schreyer, formerly of Volkswagen and Audi.
One prime example is the Kia Optima, which is widely commended for having an interior that features touches similar to those found in Audi’s vehicles. Kia now also aims to boost quality and technology.
Kia’s Quoris rear-drive flagship sedan was recently unveiled. It features several sophisticated and premium features like all-LED headlights, a head-up display, and a rear-seat package that comes with a reclining backrest and heated and ventilated seats. The Quoris was introduced in Korea and in several markets but so far, it’s not yet sure if the sedan will be launched in the U.S.