Hyundai News:Hyundai & Kia To Establish Separate Identities

[William Maley]

Hyundai and Kia are in a unique position.The two companies compete with each other in many segments even though the two are under the same roof. Despite the inevitable sales cannibalization arising from this, the two have enjoyed remarkable growth in recent years.

But this leads to a question; should Hyundai and Kia stay where they're at or should they try to differentiate themselves?

Well the two companies will do both.

"One of our group's biggest agendas is to differentiate Hyundai and Kia and minimise cannibalisation. It is true that there is competition and cannibalisation between some models of Hyundai and Kia.," a unnamed executive at Hyundai Motor told Reuters."

The executive went on to say,

"The biggest differentiator will be design and future branding. Hyundai's brand will be more modern and premium and Kia will be more sporty. The two brands will be increasingly distinct from one other over time."

We've beginning to see it with Hyundai introducing the Genesis Sedan and Equus sedan and Kia showing off the GT concept.

Source: CNBC

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[daves87rs]

Won't work...

[Drew Dowdell]

Kia getting a slit front grill in 5..4...3...

[ZL-1]

Inevitable, yet clever. This is the company admitting the accelerated growth stage is nearly over and now it's about carving different brand identities to try and sell cars on the basis of those brand identities.

[Croc]

They're already pulling it off, and they'll continue to. I have to say, the new KIAs look sharp on the road. This is how you style "sporty" that doesn't look "cheap."

[Drew Dowdell]

until you feel the materials....

[SAmadei]

I imagine you interior material snobs are kind of like the guy in the Yaris ads... "Mmmmm... soft touch..."

http://www.youtube.com/watch?v=DPzFCIKZa3c&feature=related

When driving, the only time I expect to be touching the door panels is when someone T-bones me.

[Drew Dowdell]

I'm not that big of a snob on interior materials, but you can feel the difference in the interiors of these.

[balthazar]

>>"...the two companies..."<<

Humorous.

[Croc]

Oh, I'm sure I'd find the interiors cheap, but that's not what I was writing about--I was referring to the exterior styling. The new KIAs look sharp and sporty, without looking "cheap" with body cladding, fake hood scoops, ribbing, blacked-out taillights...basically they look sporty without looking like a Pontiac.

[Drew Dowdell]

agreed, the optima looks almost Audi-ish