The Kia K9 is likely to reach U.S. shores by 2017.
Like its Korean sibling, Kia has been steadily moving up-market and plans to enter the luxury segment with two or more all-new models by 2017.
Among the models now under development are the K9 and K7 Cadenza, according to company sources and additional reports in the Korea Times.
Kia has traditionally focused on more down-market segments than Hyundai, the latter entering the mid-luxury segment in 2007 with the launch of the Genesis in 2007 – and followed up with the premium luxury Equus last year.
But Kia has been signaling a desire to move up-market for some time. It showed off the sporty GT concept last year and revealed sketches of an even more luxurious model, codenamed KH, last winter.
The decision surprises few considering the maker’s global styling chief, Peter Schreyer, is not only considered one of the world’s leading designers but previously held the top spot penning products for Audi.
A sketch of the Kia KH concept.
As with Hyundai, Kia is planning to roll out its luxury offerings in the home market first to work out bugs and test market reaction – only then expanding into other key markets such as the U.S. and possibly China, now the world’s fastest-growing luxury market.
Like the Hyundai Genesis sedan, the production version of the KH will opt for a rear-drive platform and will likely share the Genesis 5.0-liter V-8. All the premium Kia products are expected to go rear-drive. And they are likely to share engines and a number of other key components with Hyundai.
But the parent company has been putting a premium on visually separating the two brands and will likely try to make the Kia and Hyundai luxury models even more distinctive, according to company sources.
Ironically, a shot of the K9 released by Kia suggests it will have a lot of design cues in common with the flagship BMW 7-Series – perhaps fitting as the Hyundai Genesis and Equus models were apparently influenced by Mercedes.
Like Hyundai before it, Kia is intent on transforming its brand image. It has steadily improved its reputation for quality and clicked with hipsters young and old with the quirky Soul. But even though sales are expected to reach 550,000 this year – up almost 1000% from a decade ago and double the numbers of just 2008 – the maker is still low on the consideration set for most American motorists.
The Genesis helped expand Hyundai’s appeal – especially after the sedan was named North American Car of the Year – and Kia is hoping to achieve a similar halo effect with products like the K7 and K9.
The challenge, analysts caution, will be entering a crowded luxury market and convincing buyers more familiar with $15,000 to $20,000 models like the Soul to jump up to a price tag anywhere from $45,000 to $75,000.