This is my take:
1. This car is eye candy - people are drawn to it.
2. If it is badged KIA, then there is no discussion - people will see, and draw their own conclusions and keep on walking down the street.
3. If it is rebadged completely, then people are much more likely to ask about the car. I like people, I like hearing, "that's a KIA?", and I like talking about my car. So the re-badging works for me. It allows people to have an initial impression of the car without having any idea what brand it is. When I tell them its a KIA, they're usually become more interested.
4. Where I am, there are plenty of Porsche's, Mazzerati's, Alfa's, Benz's and Beemers parked up and down the street. This car stands out (in a good way).
5. Call them pin heads, but the undisputed truth is that brand names mean a lot to the developed world.