Between KIA and Hyundai, KIA vehicles feel like they were designed to be the sportier driving versions, while Hyundai goes for a more luxurious feel. They use the same materials in both but the KIA vehicles feels sportier, except for the N vehicles. Speaking on the Stinger specifically, being built on the same platform as the
G70, if it had the same sporty suspension tune, quilted leather seats and door treatment, sound deadening, etc., I’m sure it would be seen as a luxury vehicle. As it is, I would say it’s a premium offering. The
Sorento and Cadenza already rival, and beat vehicles from some premium brands with their quietness, equipment and materials. The same can be said of some Hyundai vehicles as well.
Consumers are the deciders on how well things marketed as luxury will do. Based on the advertising and how we feel about them, a brand could succeed or fail. Volvo’s XC60 and XC90 aren’t as quiet on the road as say the new Santa Fe and current generation
Sorento. The Volvo have nicer materials, but I couldn’t see spending a lot more for a vehicle that had more road noise than my current Optima Hybrid. When I was looking to replace the 2018 Stinger, I drove an S60 R-Design, the Stinger has it beat on noise isolation (and power even with the Polestar tune) and at a higher price, I couldn’t go for the Volvo. Acura is pretty much the same. KIA, I feel already have some premium vehicles, with the upcoming Optima,
Sorento and
Sportage, plus the face lifted Cadenza, they will have a number of premium vehicle offering, without having to start a Luxury brand. The dealership experience, is what is keeping them from making over their brand to be a premium one. If they can sort that out and spin off their lower tier (below the
Forte) vehicles into another sub brand, while overhauling the current dealerships into a premium seller and using their
new logo, it could be possible.
People are already seeing how well designed and manufactured their vehicles are, while offering a lot of value for what you pay. Upping the material quality, they could play with the Acura, Volvo and Infiniti brand on quality and if they threw in a few more performance oriented vehicles, then they could really be a Premium brand. That’s my take.