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.

If you liked the article, share on:

Topics: kia, sports car

Comments

Recommended

Dubai is one of the few countries where expensive cars are the norm, many of which are specially modified as well. And this just in: Bentley has debuted the new...
by - November 21, 2017
The 2018 Jaguar XEL with its stretched-out wheelbase and longer doors is the newest addition to the growing list of premium sedans in China---joining the ranks of Mercedes-Benz C-Class L,...
by - November 21, 2017
Honda this week announced that its all-new 2018 Clarity Plug-in Hybrid will arrive at US dealerships with a starting price of $33,400 beginning on the first of December. Because the...
by - November 21, 2017
Lamborghini had been expected to refresh its entry-level model – the Lamborghini Huracan – in late 2018 or early 2019. But here is some good news for fans of the...
by - November 20, 2017
The Chevrolet Corvette will be turning 65 years old in 2018, and as part of the celebrations, the brand is introducing a special edition C7 – the Chevrolet Corvette Carbon...
by - November 19, 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