They don't need to do a sub brand in my opinion. They just need to keep improving their vehicles, make that logo stand for something new, different and exciting. Taking them far away KIA's of the past, getting the paint issue solved, improving the sound isolation and making all their with a sporty, luxury feel. Then, they can add the K.I.A. to the top of the logo and Engineered for Excellence at the bottom. BMW doesn't use a "B" in the middle of their logo, nor does MB or Audi. The "E" can be KIA's
new logo. As they improve their vehicles even further, they can also improve the
badge. In the future when people see the
badge, they will know it's a KIA, much in the same way you know and Audi, BMW, etc., when you see the
badge.
Maybe someone in corporate from the old days wants that logo to stay the same. I read that KIA stands for Rising Out of Asia. I would say that job has been accomplished as they are sold in a lot of places around the globe. Mission completed. Now it's time for the next chapter, producing vehicles that are Engineered for Excellence, by KIA. The name stays but the
badge is now different as the mission is also different.
Now, I'm sure they will be folks that get annoyed to hear KIA mentioned in the same breath as the German luxury brands. Remember this, those guys started someplace and while they are revered here, they are just a regular brand in their home market, we just get the dressed up versions here. Much like in China, where some GM brands are considered luxury cars but don't hold the same prestige here. KIA has improved greatly as a brand, they still have a way to go but it's people's perceptions that has to change.
It still astound me that Land Rover is still in business, they make some of the most unreliable vehicles and charge ridiculous prices for them. The buyers go on about the prestige and heritage of the brand when the thing breaks with months or even days of taking delivery of one. As long as folks are willing to pay that sort of money they will still be around. Let's hope that is going back into engineering better car in the future and that folks don't get tired of them and they end up going out of business. Then again, someone will resurrect the
badge later based on what it stood for and we will see it make a resurgence while charging even more ridiculous prices. What
badge will KIA be wearing then? LOL!!
