Kia has established a new brand called Horki through its joint-venture in China, Dongfeng Yueda Kia. The first design from the new nameplate is a Chinese-market concept saloon that has been unveiled at the Shanghai motor show today.
The name 'Horki' combines two Chinese characters: 'Hor' signifying China and 'Ki' signifying driving. Together they are meant to suggest harmony and driving.
Kia says the new brand is aimed at better meeting the specific needs of Chinese customers. A dual-brand strategy will be followed, with the Kia nameplate signifying passion, sportiness and style and the planned range of Horki vehicles exemplifying practicality, economy and trustworthiness.
The Shanghai concept, seen in these official renderings, is a four-door saloon built on the platform that underpins the latest Cerato/Forte saloon. Dongfeng Yueda Kia hasn't confirmed whether the show car will reach production, but has said that Horki will sell a range of vehicles and will incorporate alternative power in its range.
Horki will make its first appearance on the Chinese market during the second half of 2015 with vehicles produced at one of the joint venture’s three factories in Yancheng, north of Shanghai.
The joint-venture between Kia, Dongfeng and Yueda was first established in 2002. Kia is pursuing an aggressive expansion strategy in China, and its Yancheng facilities will be capable of producing a yearly total of 730,000 vehicles when the third one becomes fully operational early next year.
In 2007 Dongfeng Yueda Kia recorded about 150,000 sales, whereas last year it sold an estimated 480,000 vehicles.