Most likely, this is just for the KDM (at least for the moment).
In Korea (like for Japan), luxury models are basically their own
sub-brand w/ their own distinct specialty badging.
The Genesis and Equus each had their own distinct badging and now w/ the
G80 and
G90, they share the revised winged Genesis logo.
Kia didn't do this w/ the K9 (aka K900) - which probably had something to do w/ their
alphanumeric naming scheme (K3, K5, K7, K9).
But seems like they are now trying to differentiate their luxury offerings w/ distinct badging - in this case, the
E badge.
A right move on their part; whether we'll see something like that here, probably later than sooner.
Personally, think the
E badge itself and the rationale behind it are pretty silly (Kia can come up w/ something better).
Nevertheless, both Kia and Hyundai need to redo their own emblems.
