Kia has been trying to position itself as the sporty brand to help differentiate it from sister brand Hyundai with mixed success. But a report from Reuters says Kia is working on something that should give it the sporty image it has been desiring.
According to two sources, Kia is working a rear-drive sports sedan to compete against the likes of the BMW 3-Series, Audi A4, and Mercedes-Benz C-Class. Codenamed CK, the model will feature three different engine options and will begin production next May.
As Kia has no luxury brand, it is trying to position itself as a sporty brand," a source tells Reuters.
Kia hopes the new sedan is able to replicate the massive success of the Soul.
"Kia hit a home run with the Soul - they figured out how to keep it fresh and fun," said Dave Sullivan, product analysis manager for AutoPacific.
"Apply this formula to a rear-wheel drive sedan and they might be able to go after a younger consumer who is bored with the played-out BMW 3-Series but wants to move out of their Soul they have had since college."
The new sports sedan would be the first one to come out of either brand. But Kia will be facing an uphill battle as Genesis - Hyundai's new luxury brand - is also working a compact sports sedan known as G70.