It's surprising to me that Gregory Guillaume says sales were expected to be higher on the Stinger. It hasn't been far off in numbers from its competitors like the A5/S5 and BMW 4 series.
I'm going to take what Mr. Guillaume said with a grain of salt. Perhaps it hasn't met expectations of the design studio in Germany, but maybe the higher-ups in Korea would have other things to say.
I think the Stinger has done well at what I assume Kia set out to do. It puts up a great showing against its German competitors, and at a much lower price point, no less. It's shown a lot of journalists and car guys that Kia can build a great performance car at an excellent value.
Now that the car guys know what Kia can do, the problem is more with Kia's reputation among the general public.
To reach the average person, they need to do a
lot more advertising and get a lot more cars on the road. That isn't going to happen with $40-50k performance cars.
SUV's are what the general public are buying now. That's where the sales numbers are, and that's where it makes sense for Kia to put their advertising budget.
The
Telluride and upcoming Mohave make better flagships in the general public's eyes, honestly.
They can continue to improve on their top-trim mid and full size SUV's by adding to luxury and performance. That will help Kia gradually move upmarket in both pricing and brand perception.
Let's say the Stinger goes away and Kia continues to improve on their SUV's. Even though I prefer sedans and wagons, with the right SUV I'd stick with Kia for my next car. None of the Asian brands have come out with a good competitor to the Cayenne, SQ5, X5M, etc.
I think Kia's next flagship should be an SUV that starts at $35k and goes up to $55k, with a 3.5TT performance model topping out the line. Seeing what Porsche has done with the Macan and Lambo with the Urus, SUV's can be made to handle quite well with recent advancements. An SUV like that would not only impress the car journalists which give Kia a lot of press, but would sell in greater numbers than Kia's other flagships.