Kia sets out to promote itself as a fun brand with an MX-5 roadster rival

Article by Christian A., on March 25, 2011

As Kia aims to be known as a “dynamic, sporting, fun brand,” it has confirmed that it has set its sights on a roadster, in order to take on the popular Mazda MX-5 Roadster. According to European CEO Paul Philpott who spoke With AutoExpress, this two-seater is the preferred choice as a desirable sports model.

He said that Kia will focus on establishing the brand in 2011 and 2012 but the carmaker is preparing halo models that would “stretch the company forward” in 2013 and 2014. In a separate interview, chief designer Peter Schreyer said that the brand deserves a sporty car, “like a roadster.”

The ‘tiger nose’ grille is currently being applied to the expanding range. These pictures also show that the new car will get a deeper grille.

Philpott explained that Kia was positioning itself as a younger brand than sister firm Hyundai. He said that the company is working on a program right now on the best way to differentiate Hyundai and Kia.

While Kia is fun, dynamic and more youthful, he said that Hyundai is more upmarket and will be focused more on style and comfort. He said that Hyundai is more like VW while Kia is closer to SEAT.

Philpott added that Kia may also develop a junior 4x4 to sit below the popular Sportage, with the next Soul (which will arrive in two years’ time) likely to be adapted. Philpott said that they’re studying the prospects of a smaller SUV that is four-wheel drive for the market.

Topics: kia, sports car

If you liked the article, share on:

Comments

Recommended

BMW saw a potential oil leak on the new M760Li, prompting them to recall the said vehicle last April. Today, a little over two months after issuing the first recall,...
by - June 28, 2017
Without a doubt, the SUV segment is getting increasingly more saturated. This month alone, we were greeted with city-oriented SUVs from the Kia Stonic to the Hyundai Kona, and now...
by - June 27, 2017
The Swedish moose test is known to have victimized many in the past, including the Toyota Hilux that massively failed. So knowing that many cars from trusted and leading automakers...
by - June 27, 2017
All-new BMW X3 (G01) just made its debut! The updated model has a familiar design, and slightly increased dimensions compared to its successful predecessors. For more cabin space, the wheelbase...
by - June 27, 2017
Polestar is notably known to be Volvo's internal performance specialists, and around last year Polestar revealed to the public that it will utilize electrification to further advance the power of...
by - June 26, 2017
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