Kia says it won't be following Hyundai into any high-profile racing series, dashing rumours that it will enter WTCC or BTCC events in the future
Matt Burt
24 October 2013

Kia bosses have dismissed suggestions that the manufacturer could follow sister brand Hyundai into top-flight motorsport in the near future.

With Hyundai gearing up for its return to the World Rally Championship after an absence of more than a decade, there has been speculation that Kia would also seek to boost its sporting profile via competition. 

Earlier this year, it was mooted that Kia was seriously considering a tilt at either the British or World Touring Car Championships. The manufacturer already has representation in some low-profile touring car race series in America with the Optima and Forte saloon models.

Asked by Autocar whether Kia harboured motorsport aspirations, Soon-Nam Lee, vice-president of the overseas marketing group for the Kia Motor Corporation, said: “No plans at the moment. In time, perhaps.” 

It appears that Kia’s main priority for the foreseeable future is continuing to enhance its brand reputation for quality vehicles, from which it can earn more profit per vehicle than it does at the moment. 

Kia has already noted that its US customers often choose highly specified top-of-the-range models, which gives the Korean manufacturer's chiefs confidence that they are producing desirable cars.

Join the debate


24 October 2013

Hyundai Kia doesn't seem to have a coherent plan to separate the two brands. Surely if either of them are going to participate in motorsport it should be Kia - the young, dynamic, sporty brand?

24 October 2013

what the differentiation between these manufacturers is. Does anyone? Obviously they are a major player and poised to become even more so - but I have no understanding of the brand values of either compared to, for example the VW/Audi/Seat/Skoda propositions

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