Shanghai 2013: Kia DYK Concept Previews Horki Brand

Kia and its Chinese-market joint-venture partner Dongfeng Yueda Kia (DYK) pulled the wraps off of a sleek new sedan concept at the Shanghai Motor Show this week. However, the DYK Concept previews more than just a new car – it is the first look at Kia and DYK's new brand called Horki.

While the name Horki may sound a little strange to English speakers, the moniker has significance in China. The name stems from the combination of two Chinese characters: "Hor" stands for China and "Ki" signifies driving. The partners have yet to detail what exactly we'll find in the Horki lineup, other than that it "will be comprised of a range of vehicles, including an alternative powered" vehicle.

However, we hope that the DYK makes it to production, especially given that it rides on the Kia Forte's plaftform. Although more conservative than the rakish designs to come out of Kia's designs studios in recent years, the DYK Concept has a sleek, upscale look. Swept back headlights lead into a defined shoulder line and a subtle concavity at the bottom of the doors keeps the car from looking too slab-sided. The daylight opening is reminiscent in sporty character to the Buick Regal. Up front, there is an aggressive lower front fascia with accent blades emerging from the side intakes.

Kia and DYK expect to have the first Horki vehicles on the road in China in the second half of 2015. Production of the vehicles will be done at one of the joint venture’s three Yancheng factories, on the central coast of China.

Source: Kia

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