The new sedan is an attempt by Kia to establish a sportier and younger image.
Kia has been planning to launch its first sports sedan next year. Kia has been trying to present a more a sporty, younger image. The sports sedan by Kia has been codenamed CK.
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Kia aims to start producing the sedan in May 2017. Kia will produce an annual output of 60,000 CK sedans. The sedan will be a four door model and plans to rival the BMW's 4 series and Audi A5, according to Reuters.
The Sedan CK will reportedly feature three different engine options. The options will be 2.0-litre, 2.2-litre and 3.0-litre engine options. The sedan will also be the second ever rear-wheel drive car by Kia.
The Kia brand has been known for cheap and bland models for a long time. For a long time Kia has been keen to move upmarket. However changing the brand image will continue to prove a challenge for Kia.
Kia has also been facing difficulty to compete in the luxury segment. The lone luxury offering by Kia the K900 met with a tepid response from consumers. Since Kia has no luxury brand, it is trying to position itself as a sporty brand.
Kia hopes a sports car could replicate the success of its boxy Soul. The Soul represented the start of a design-driven turnaround. The Soul was a home run for Kia and they have decided to keep it fresh and fun.
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So Kia may apply the formula to a rear-wheel drive sedan to go after the younger consumer.