Kia's Moving On Up!

Kia has made quite an effort to improve its vehicles and brand image, but its still very much a mainstream brand competing with the likes of Toyota and Volkswagen. Now, the automaker has set its sights on more premium competitors with a goal of moving upscale and offering higher levels of quality and luxury.

According to New Zealand-based Scoop Independent News, Kia Motors vice-chairman Lee Hyoung-keun announced the companys new goal while speaking to a group of the automakers global dealers and distributors. Hyoung-keun said Kia should be among the list of "first-class brands" by 2017, on par with premium automakers like Lexus, Mercedes-Benz, and Audi.

Kias styling has improved dramatically in recent years, due largely in part to the hiring of design chief Peter Schreyer, who jumped ship from Volkswagen and Audi to join the Korean brand. The Kia Optima, for example, is widely considered a design success with an interior that includes Audi-like styling touches.

In addition to styling, Kia has set a goal to improve quality and technology. Kia recently unveiled its Quoris rear-drive flagship sedan, which showcases a number of high-tech and premium features such as all-LED headlights, a head-up display, and a rear-seat package that includes a reclining backrest and heated and ventilated seats. The Quoris launched in a number of markets including Korea, but the automaker still hasnt confirmed that the sedan will come to the U.S.

Courtesy of Kia Media