Kia Targets Performance, but Rules Out Sub-Brand

Kia Motor Corp. has no plans to add a sub-brand similar to parent Hyundai Motor Co.’s new “N” nameplate.

There’s a “clear decision” for Kia not to offer a stand-alone sub-brand, Albert Biermann, Hyundai-Kia's high-performance boss, tells Autocar. He says the added development expense makes the business case for such a move “very challenging.”

Instead, Kia will focus on making its mainstream cars sportier, in part by applying engineering techniques learned from the Stinger sports sedan (pictured). Biermann says the third-generation Soul, which is expected to be unveiled later this year, will be among the first models to get the treatment.

The carmaker also plans to expand its lineup of GT variants of existing models beyond the current Ceed GT hatchback. Such vehicles will get performance and styling upgrades.

Biermann promises next-level performance via an “interesting” powertrain and suspension for the next Optima GT, for example. He says the package will provide a new level of Kia driving performance.