It seems that bigger brother Hyundai is trying to go more upmarket while Kia is remaining at the value end. I presume the brand will continue to grow at a steady rate, without becoming a really big marque. It will also have to face pressure from low cost offerings such as Renault/Dacia and Nissan/Datsun in emerging markets.
Ultimately, the direction for Kia is still a bit up in the air, with the new supremo of Hyundai/Kia yet to really define what will happen. He will need time to sort it all out. I think it will be a challenge to get a clear difference with both brands. For now their ranges are certainly too similar.
|Kia Cerato - Looking Sporty|
Data source: OICA