Kia looking to break into motorsport industry

JonathanApril 12, 2013

Following a year of sales increases, Kia is hoping to capitalise on its success by expanding into the motorsport industry. The Touring Car Championship is of particular interest to the South Korean car maker.

Head of the Kia’s UK branch, Paul Philpott, said motorsport would be the perfect way to emphasise the sporty nature of the brand and differentiate it from its sister brand, Hyundai. However, Hyundai’s Veloster sports coupe has already appeared in the motorsport arena, so it seems Kia has some catching up to do.

Still, Mr Philpott said: “Hyundai is perceived as more premium, luxury and with an older buyer profile. Kia is the slightly younger, sportier sibling. I would like to see something a little more sporty about the brand”, and motorsport and touring seems to be the way they’ll go about it. Mr Philpott hopes it will “set the two brands apart and would help increase awareness of Kia”.

First, the company has appointed design chief Peter Schreyer to implement some changes to create two separate identities for the brands. Mr Philpott said: “When you are sharing platforms and components the only differentiator is design and despite the success of Hyundai and Kia in recent years the look of the cars has perhaps been a bit too close”.

Keep an eye out for brand distinctions to be implemented over the next few years. You might notice Kia emphasising its sporty features, for example, faster acceleration and a more streamlined design.

The Korean car maker produces quality vehicles – although their cars’ looks and minor details may change, their products will continue to offer great performance and value. The Kia Picanto Hatchback has impressively low CO2 emissions, at just 99g/km, but the best attribute is its stylish exterior. UK Carline is offering this fantastic model for just £126.32 per month.

To show off your more sophisticated, conservative side, you could take advantage of a great car leasing deal featuring the Hyundai I20 Hatchback for £131.97 per month. You’ll get conservative fuel mileage as well – the I20 Hatchback gets 57.6 miles to the gallon.

In the meantime, keep your eyes peeled for Kia appearing in the motorsport arena, and for major changes coming to the brands in the future.

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