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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.

2013 Hyundai Veloster Turbo: June 2013

There are an awful lot of good reasons to get into the Hyundai Veloster family and formula. This car looks good, is loaded out with tech and offers a great deal of practicality in a small form factor. One good reason not to consider a Veloster, at least if you're a city dweller or have primarily urban daily driving path, is the turbocharged 1.6-liter engine in the eponymous Veloster Turbo.
Two major factors kill the Veloster Turbo in terms of said city driving: turbo lag and fuel economy.
Two major factors kill the Veloster Turbo in terms of city driving: turbo lag and fuel economy.

2013 Hyundai Veloster Turbo: April 2013

Learning To Love Understand You
I will admit, I haven't had the nicest things to say about our long-term 2013 Hyundai Veloster Turbo since its arrival in our fleet earlier this year. I can't exactly say that I've bonded with our turbocharged Hyundai, despite the fact that I've driven it quite a bit since its arrival in the Autoblog Garage. Several of my friends will no doubt recall me saying things like, "I love everything about this car - except driving it," which is a shame, since the driving aspect is what's supposed to make this car so special. I'm a big fan of the base Veloster, and this one has the extra power bump that the naturally aspirated could really benefit from. So what gives?
Recently, I took a trip to the south of France, where I drove the brand-new Ford Fiesta ST along the lovely roads of the Alps. I adored that car - it's everything a hot hatch should be, and it's priced right, too. But when I came home and picked up the Veloster Turbo at the airport, I found myself disappointed. The Ford I drove in Europe was similar to the Hyundai in terms of size, function, equipment and price, but it was far better to drive. To be fair, that car wasn't even out to benchmark when the Veloster Turbo debuted, but my already sour feelings only got worse at that moment.