Kia is keen to let buyers know its cars aren't simply alternative versions of Hyundai models. The Korean brand's current lineup includes well-regarded SUV models and even a small sporty, all based on shared platforms with its sister company. But brand executives would like to offer standalone models, or at least products that will be perceived as uniquely Kia, such as the Soul 'box car'.
That differentiation would include all-wheel drive sedans and wagons, a la Subaru, company executives told the Carsales Network this week in Korea.
"Four years ago we had an all-wheel drive passenger car like Audi. We've always wanted that kind of car. Right now Hyundai doesn't have one; Kia doesn't have one but we are always digging and thinking about it" said Kia's Asia and Pacific Executive VP Brandon Yea.
Kia recently launched its own all-wheel-drive system, Dynamax. Fitted to the new Sportage (pictured), the "continuous and fully active AWD coupling" was developed in conjunction with international auto component giant, Magna Powertrain.
It features a fast-acting 'smart' centre differential that interfaces with the vehicle's stability and dynamic systems and would be readily adaptable across a range of applications, so Kia's all-wheel drive offerings could easily include vehicles in the small and medium size classes. Yea said it would appear in the brand's large car offerings first, including Equus.
While Kia admits sharing production costs is the best way to ensure customers are offered well-priced cars, Yea said branching the brands helps "develop better models which also differentiates us in the market."
Yea said his company would be seen as standalone, next to Hyundai, with development of all-wheel drive offerings in its mid-size and large car lineups. Kia has also pledged to take a 'sportier' road than its parent/partner brand.
According to company spokespersons, in addition to offering all-wheel drive Kia also intends to build a rear-wheel drive prestige model that would be "a blend" of Hyundai's Equus large car and Genesis sedan. The Hyundais are sold in markets like the USA, but the Kia models could be offered over a wider geographic range.
Currently Kia has no rear-wheel drive cars but the company doesn't intend leaving the game to Hyundai alone. In fact the rear-wheel drive platform was top-of-mind even in the development of its current front-wheel drive models.
The new Optima, for example, was "designed to look like it uses rear drive".
We're not entirely sure how that is managed but the handsome new midsizer's styling focusses on width and the rear overhang is not so short that from side-on at least it looks as though there might be a diff out back.
"It suits our direction," said Yeo. "We want to appear sporty and make more sporty models available."
Read the latest Carsales Network news and reviews on your mobile, iPhone or PDA at carsales' mobile site...