Kia Executive Says Brand Will Move Upscale in Five Years, Compete with Audi and BMW

Kia has made quite an effort to improve its vehicles and brand image, but it’s still very much a mainstream brand competing with the likes of Toyota and Volkswagen. Now, the automaker has set its sights on more premium competitors  with a goal of moving upscale and offering higher levels of quality and luxury.

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According to New Zealand-based Scoop Independent News, Kia Motor’s vice-chairman Lee Hyoung-keun announced the company’s new goal while speaking to a group of the automaker’s global dealers and distributors. Hyoung-keun said Kia should be among the list of “first-class brands” by 2017, on par with premium automakers like Lexus, Mercedes-Benz, and Audi.

Kia’s styling has improved dramatically in recent years, due largely in part to the hiring of design chief Peter Schreyer, who jumped ship from Volkswagen and Audi to join the Korean brand. The Kia Optima, for example, is widely considered a design success with an interior that includes Audi-like styling touches.

In addition to styling, Kia has set a goal to improve quality and technology. Kia recently unveiled its Quoris rear-drive flagship sedan, which showcases a number of high-tech and premium features such as all-LED headlights, a head-up display, and a rear-seat package that includes a reclining backrest and heated and ventilated seats. The Quoris launched in a number of markets including Korea, but the automaker still hasn’t confirmed that the sedan will come to the U.S.

What do you think of Kia’s new goal of becoming a premium luxury brand? Does the automaker stand a chance against major luxury players like Lexus and Mercedes? Sound off below.

Source: Scoop Independent News

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