Kia Marketing Boss Lukewarm on Roadster for Now

Kiaclub Nieuwsrobot · May 5, 2014

Kia design boss Peter Schreyer wants more emotionally designed models for the company, but that might not materialize into much of anything in the near future.

The company’s overseas marketing Lee Soon-nam told Automotive News that sales volume on a small sports car would be too small justify for the brand, which is still focused on elevating its brand image. Last year, Schreyer became the design boss for not only for Kia, but for Hyundai as well.

During an interview with AutoGuide.com at the New York Auto Show last month, Schreyer said a sporty sedan was under “serious consideration.” “Halo cars are quite important for the brand image,” he said at the time.

“The volume will be smaller and then we can’t enhance the brand image fully,” Lee told Automotive News. “We would like to build our brand image to some level. Then we can maximize the effects of the new car launch.”

In North America, Kia’s rear-wheel drive flagship luxury sedan – called the K900 here – was a latecomer. Customers in other markets have had access to the vehicle since the 2013 model year with a smaller 3.3-liter V6 on tap as an option. For North America, Kia sells the K900 with its 3.8-liter V6 or its 5.0-liter Tau V8, both of which are shared with Hyundai.