Kia wants to become as respected for the ride and handling of its cars as it is for its design and quality.
So says the firm’s European chief operating officer, Michael Cole, who highlighted the appointment of the former BMW M development chief Albert Biermann to the role of its performance vehicles boss as evidence.
“Dynamics is a key focus for us, with teams working on it across the business,” Cole told Autocar. “We have built a reputation on design, quality and reliability, but now there is a lot of focus on ride and handling. We also want to be a benchmark on ride and handling.
“We can compete, but we want to better that and be renowned for our dynamics as well.”
Cole said the appointment of Biermann showed that Kia had “strengthened” in that department.
“He chiefly works on performance cars like the Optima GT, but his influence is now felt everywhere, and he’s more involved across the business. He’s a sign of our commitment that we want to make this a real strength across our brand.”