[SimpsonTide985]

Look, let's face it, the Cadenza is selling terribly and the K900 is doing even worse.

Hyundai's dedicated premium luxury "Genesis" brand is launching soon and I have a feeling that it's only a matter of time before Kia decides to do the same thing.

Kia can earn all of the accolades it wants in terms of quality and reliability but there are still drivers out there they will always choose a Lexus, Mercedes, Audi, or BMW before a Kia, no matter what.

It's all about the brand name and that badge.


So, what do you guys think? Should Kia rebrand its premium luxury lineup as a standalone name? Why or Why Not? What should they call it?

 

[gene]

KIA doesn't advertise the Cadenza or K900 for sales, you hear very little about them.
Dealers don't have them in stock much, If they do selection is limited. Dealers want
the cars that sell and make them money.
Until advertising is improved sales will not be good.
If KIA makes a premium brand it will still have to be advertised, or no sales.
The premium brand will not work for KIA unless they start selling the Cadenza and K900 first
That can only happen by advertisements and specials so they get the attention of the car buyers.
Why not the same name they use overseas for the K900? Quoris ( doesn't sound right does it?)

 

[gerryp]

I agree with comments, but I'm convinced the Cadenza and K-900 are Kia's "trophy cars", They allow Kia to show that they can build a competitive luxury car if they chose to. They bring folks into the showroom so that they can be switched to more profitable models. Ever seen a promotion for Corvette?

Right now it is in Kia's interest to do this. They can easily promote their luxury line if they chose to. Seems not to be in their sales plan to do this.

 

[SimpsonTide985]

What makes you guys think that they aren't advertising the cars? Is that deliberate? Could they advertising just as much as their direct competition?

We know how advertising doesn't always correlate or guarantee sales. Any marketing class teaches you that.

Even if they were, why would you think those looking would buy? Isn't there still always this stigma attached to buying a $40k+ luxury Kia?

 

[diggy44]

I still get asked, 2.5 years in to ownership, what my car is from people who have never seen it. Kia does absolutely not advertise the Cadenza any longer - I dont think I've seen a commercial on television since the K900 launched. That being said, I dont think they will launch a separate luxury line. IMO, they will either have to discontinue sales of the K900 stateside, and keep the Cadenza as their luxury vehicle, but at a slightly lower price point.

 

[Yooshaw]

If Kia wants to compete in the luxury brand space, they will have to create a new brand. I just doubt they will. I personally think that Kia is not targeting the US for a luxury market - they are squarely aimed at the value market, and their US sales figures back that up with the Optima, Soul, and Sorrento.

I don't think Cadenza and K900 sales are hurting Kia in the slightest. North America is not their target market for these cars, and are offering them more to show the North American Market what Kia can do. Helping the brand image in my opinion.

The topic made me curios how the new K7 is doing in Korea, and it looks like it is doing well. As of March, they have sold over 25,000 units since it's launch in January - leading Kia model sales in Korea (source: Kia Motors' K7 sales top 25,000 units). By comparison, US sales figures for the Cadenza since launch (Summer 2013) to Jun 2016 is a little under 28,000.

 

[Beezwax]

I dont see KIA doing what Hyundai has done... I don't think we are the market for the branding... and that is ok with me

 

[SimpsonTide985]

I still get asked, 2.5 years in to ownership, what my car is from people who have never seen it. Kia does absolutely not advertise the Cadenza any longer - I dont think I've seen a commercial on television since the K900 launched. That being said, I dont think they will launch a separate luxury line. IMO, they will either have to discontinue sales of the K900 stateside, and keep the Cadenza as their luxury vehicle, but at a slightly lower price point.

Well, to be fair, speaking on the K900 especially, I don't see much advertising for Lexus GS/LS, Mercedes E/S Class, or BMW 5/7 Series all that much either.

I'm thinking those vehicle segments are so narrow and specific in their positioning, built upon long-lasting customer loyalty and recognition, that those competitors probably don't need to do as much.

The thing is, Kia doesn't have the same kind of recognition and built-in loyalty yet, so, I guess I would agree that in any case, Kia needs to push the K900 and the Cadenza a little bit more. I'd hate to see the two of them go away just because people didn't know they existed.