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Why Kia doesn't need a premium brand

Hyundai's creation of the Genesis luxury brand means it and fellow Korean brand Kia have finally hit the mainstream in the U.S. – as far as products are concerned – after nearly three decades of trying. Which is about as long as it took Toyota and Nissan to roll out Lexus and Infiniti, respectively. It's history repeating itself. Genesis is supposed to be the way Hyundai's premium models get the respect they deserve, without carrying the baggage of a name associated with frugality. Hyundai has, in fact, built up a reputation over the last decade or so for cars that compete head-on with class leaders, rather than aim to be 90 percent as good for 75 percent of the price. And because Kia shares a number of components with Hyundai, its vehicles have also steadily become not only better mainstream vehicles, but have continued to aim higher than their price points. Does Kia need to follow now in its parent's steps with a prestige brand to market its most expensive models? I'm aware of the Kia K900, the company's deepest foray into luxury territory notably occupied by Lexus. Kia, however, has consistently been pushing this $60,000 full-size luxury sedan along with $0 down, low monthly payment lease deals. Turns out there really aren't many people looking for a full-size Kia luxury sedan. Or maybe they're just waiting to get it for $20,000 in a couple of years. Consider the K900 and Genesis when I convince you Kia already makes upscale cars to rival those with premium badges. They just don't happen to be its most expensive model. Shortly after Hyundai's announcement it would spin its luxury models off into the Genesis brand, I spent a few days with a 2016 Kia Sorento SXL. And I'm willing to call it a more convincing attempt to get people out of luxury cars than the K900. Driving the Sorento is not an emotional experience. You feel parental driving it, thinking you might've forgotten to pick your kids up until you remember you don't actually have kids. But after settling into the nicely stitched and perforated leather seats, you respect its comfort, quiet and amenities. The headliner is soft, the stitching on the dash top is convincingly real and everyone is impressed by the sharp graphics on the touchscreen and the slick powered shade that reveals an expansive glass roof. A Kia Sorento costing more than $46,000 sounds absurd until you wonder how much better an Acura MDX or Lexus RX350 is when those cost as much as $10,000 more.

Kia K900 confirmed for LA Auto Show debut

Although there has been plenty of news about the Kia K9/Quoris over the past year and a half, we've yet to hear anything from Kia regarding the US fate of its flagship, rear-wheel-drive sedan. That changes today, however, as Kia has confirmed the recent rumor that the car would be renamed K900 for the US market, and that the luxurious sedan would debut next month at the LA Auto Show and go on sale next year.
Along with the announcement, Kia also released its first image of the US-spec K900, and, not surprisingly, this profile shot is identical to what we've seen in images for the Korean-market K9 and globally named Quoris (click above to enlarge). Unlike the closely related Hyundai Equus, the Kia K900 will offer customers the option of V6 or V8 engines, but it will be fitted with just as many luxurious amenities as its Hyundai counterpart.
We'll probably have to wait until closer to the K900's on-sale date for any official word on pricing, but last we heard, it will be priced between $50,000 and $70,000 - a significant step up from the current top-drawer model, the Kia Cadenza. Scroll down for the brief press release, and check back in a few weeks for live coverage of this car's debut.

Kia Cub Concept wanders over from Seoul

The little machine you see above is the Kia Cub. The Cub first debuted at the Seoul Motor Show, but this is the first time we've been able to see it ourselves in person, so we pointed our camera lenses its way and got to snapping.
According to our men on the show floor, the Kia Cub Concept is "quite good looking," with a squat and funky shape that looks mostly ready for production. With a five-door hatchback shape featuring reverse-opening doors (we'll resist calling them suicide doors... whoops...), this machine doesn't seem to share much design DNA with current Kia products. And that's fine. As much as we like Kia's swoopy line of cars and 'utes, a little shakeup every now and then never hurts.
We're sure the diminutive hatchback would be a fun car to pilot, with 204 horsepower and 195 pound-feet of torque coming from its turbocharged and direct injected 1.6-liter four-cylinder engine. Kia quotes a 0-62 time of 7.7 seconds and a top speed of 143 miles per hour. Sounds to us like it could be a worthy competitor to such successful sporting hatchbacks as the Mini Cooper S and Fiat 500 Abarth.