May 09, 2024

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[THE INVESTOR] Kia Motors, the nation’s second largest automaker, plans to introduce a new luxury standalone brand this year, local media reported on Jan. 31. 

Kia’s new Stinger sport sedan, which will be released sometime this year, will become the first car to be marketed under the new luxury marque, a Kia official told ETNews. 

According to industry sources, the name of the new brand could start with letter E, with possible candidates ranging from “Esencis” and “Esentus” to “Esensus.”

 

Kia Motors unveiled Stinger sedan for the first time at the 2017 Detroit Auto Show

Kia is currently coming up with a marketing campaign and business strategy for the new brand. The new marque will first be introduced in Korea. 

The South Korean carmaker has been mulling to launch an upscale brand like its bigger corporate cousin Hyundai Motor’s Genesis for years to differentiate its premium cars such as K9 full-size sedan from the more economic Kia brand. 

The Stinger, which shares the rear-wheel-drive platform and powertrain with Genesis G70, is Kia’s latest ambition to compete with BMW, Audi and Mercedes-Benz’ sport sedans. The coupe-like-sedan Stinger received accolades from foreign media when it was first released at this year’s Detroit Auto Show for its high performance accompanied with sleek design. 

The Stinger comes in two gasoline engine types, including a 2.0 turbocharged four-cylinder engine delivering 255 horsepower and maximum torque of 36 kilogram-force meter, while the 3.3-liter twin-turbo V-6 delivers 370 horsepower and 52 kilogram-force meter, which can accelerate up to 100 kilometers in 5.1 seconds, the fastest among Kia models. 

The Stinger is expected to be priced between US$35,000 to US$40,000 according to industry watchers, below K9, which sits atop the current Kia lineup.

By Ahn Sung-mi (sahn@heraldcorp.com)