Kia's sports Genesis

Kia needs a hot "hero model" to promote brand identity, and company executives know it. Back in 2004 the Korean automaker agreed with sister company Hyundai that it would take a sports-oriented product program, leaving Hyundai to take up the luxury market quest.

So why not ask for Hyundai's good-looking, sports-oriented Genesis coupe?

"They would give it to us and we could easily make a good business case to include such a model in our lineup," Michael Choo, Kia's regional public relations manager told the Carsales Network in Korea this week.

"We're often asked why we don't have a hero model," admitted Choo. "[But] During the [08-09] global financial crisis it wasn't high on our list of priorities."

The Korean brand has weathered the GFC storm well. According to Kia's figures, only it (at over 30 per cent) and Hyundai (around 20 per cent) recorded double-digit international growth during 2009.

We suggested Kia's sports model could have all-wheel drive to take on a role within the line-up like Nissan's sports icon, the GTR.

"I can't see why not," replied Kia's Asia and Pacific Executive Vice President Brandon Yea, with a glint in his eye.

And as if to confirm a super-Kia was on the brand's radar, we spotted a GTR in the test carpark while visiting Kia's proving ground in Namyang, South Korea this week.

Kia has a number of powerplant opportunities, as regards the new sporty. The company and parent/partner brand Hyundai have been openly discussing the development of their own direct-injected V8 engine.

The new direct-injection engine will replace the 'Tau' multi-point injection V8 currently on offer in Kia's domestic market K7 sedan model. The MPI V8 has made the Ward's Top Ten Best Engines list for the past two years.

Though the V8 is earmarked to power a new large, rear-wheel drive car Kia is planning, using Hyundai's Equus and Genesis platforms, it could also be timed to suit application to the new sports model.

Hyundai's attractive Genesis coupe is not selling in great numbers. It is only available from Hyundai in left-hand drive and the Flying H brand hasn't confirmed timing on a right-hand drive version yet.

So Australia's best chance of landing the sports coupe might be a Kia version?

"It certainly suits our [sports, youth-oriented] direction," confirmed Choo.

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