Can you say "Kia" and "sports car" in the same sentence?

To say Kia's on a bit of a roll is like saying we'll probably get some snow and ice this winter. As the sportier of the two Korean brands from Korea's Hyundai-Kia Motors (combined, now selling more cars in Canada than Toyota or Honda), on its own, Kia is outgunning more established brands like Volkswagen and Subaru so far this year in this country.

So, compared to the recent past—when its products were near the bottom in terms of quality, style, reliability and performance—hey, times are good for Kia. And, safe to say, value for money is moving the metal. But also premium design, mainly thanks to Peter Schreyer, below right, Kia's chief design officer.

As you may already know, after taking on the job as Kia's head pen in 2006 after more than a quarter century working on various VWs and Audis, Schreyer's been seen as a bit of a saviour in Seoul these days. Proof is in the well received Soul hatchback, redesigned Sportage crossover and next year's Optima sedan. 

In an interview with Schreyer in Seoul earlier this year, he openly talked about the brand's future product plans. With the forthcoming Optima (and maybe even a sports wagon variant) and the larger Cadenza teed-up after that, by the 2012 model year, Kia's lineup will be totally all-new and revamped. But what about post-2012? Schreyer openly talked of wanting to add a sports car or convertible to lend more appeal to the brand, a message he reiterated in a recent interview with Automotive News.

"I think Kia needs a car like that sooner or later, but at the moment it's not yet the time to make any promises."

Despite Schreyer's words, it doesn't take an industry wonk to figure out that a Kia with the looks of his Kee Coupe concept from the 2007 Frankfurt show is almost a foregone conclusion. My guess is, between the brand's upmarket, poor-man's Audi aspirations, and a strong desire not to just badge-engineer an existing Hyundai (i.e. next year's Tiburon replacement, or today's Genesis Coupe), Kia's halo sports car will be come with a retractable hardtop, traction at all four wheels and the latest in engine tech (I'm hoping for a diesel-electric hybrid.)

Hey look: Kia's come a long way. You have to give it that.

But is the brand ready to steal away sales from, say, a Mazda Miata, Honda CR-Z, Scion FT-86, Mini Cooper, or a Volvo C30?

Could you ever see yourself showing up at your local Sunday morning coffee run in a Kia sports car?

[Source: Automotive News]

Comments

[RP]

I can't say I particularly like this car. Make it look more like the Audi A5 then I might be interested :)

I really like the direction taken by Kia and Hyundai, but this sports car just doesn't turn my crank. I think the Genesis coupe is a more attractive machine. I can't see this thing taking any sales from Mazda, Honda or Mini. I'd buy a Genesis coupe if they refined it a little more to be a better daily driver.

[Chevy HHR cold air intake]

It's nice that KIA is going for this. I love KIA designs their cars. It's some sort of average in contentment.