Photo: autoevolution
One of Kia's most interesting concept cars of recent years was the GT4 Stinger, shown at the beginning of 2014 during the Detroit Auto Show. Many were taken with its sharp lines and named it the Korean rival to the Toyota GT 86/Scion FR-S. Its designers went as far as to say it was penned with full production in mind. And yet as cool as it was, the GT4 is getting the red light because of several different reasons, the biggest of which is that it would be unprofitable.
Speaking to Automotive News, Kia's marketing chief Lee Soon-nam said the brand needs to first strengthen its image are reputation, before low-volume models like this one can be considered.
“The volume will be smaller and then we can’t enhance the brand image fully. We would like to build our brand image to some level. Then we can maximize the effects of the new car launch,” Lee said.
The Korean company's official then goes on to justify the decision even further, strangely comparing Kia to a Chinese brand to some degree.
“From a marketing point, a new car launch should be helpful to enhancing the brand image. If a Chinese brand introduced a roadster, would it affect customer perception? I don't think so," the Kia marketing chief says, believing that awareness of the Kia brand is not where it needs to be globally.
As cool as sportscars are, they rarely generate huge volumes. In recent years, sales of two-door models have significantly diminished as more and more buyers see SUV as the cars they want/need to be seen in. That's why some premium brands are launching coupe versions of their SUV instead of developing low, sleek models.
The work of Kia's California design studio, the GT4 Stinger Concept is designed as a 2+2. With a curb weigh of 2,874 lbs or 1,303 kg and a wheelbase of 103.1 inches (261 cm), it's relatively compact, which is why it's been compared to the Toyobaru. It's coolest features are a set of all-LED headlight which look like those of a race car and the transparent A-pillars. Giving this sleek coupe its power is a 2-liter turbocharged engine located up front and producing 315 hp.
“The volume will be smaller and then we can’t enhance the brand image fully. We would like to build our brand image to some level. Then we can maximize the effects of the new car launch,” Lee said.
The Korean company's official then goes on to justify the decision even further, strangely comparing Kia to a Chinese brand to some degree.
“From a marketing point, a new car launch should be helpful to enhancing the brand image. If a Chinese brand introduced a roadster, would it affect customer perception? I don't think so," the Kia marketing chief says, believing that awareness of the Kia brand is not where it needs to be globally.
As cool as sportscars are, they rarely generate huge volumes. In recent years, sales of two-door models have significantly diminished as more and more buyers see SUV as the cars they want/need to be seen in. That's why some premium brands are launching coupe versions of their SUV instead of developing low, sleek models.
The work of Kia's California design studio, the GT4 Stinger Concept is designed as a 2+2. With a curb weigh of 2,874 lbs or 1,303 kg and a wheelbase of 103.1 inches (261 cm), it's relatively compact, which is why it's been compared to the Toyobaru. It's coolest features are a set of all-LED headlight which look like those of a race car and the transparent A-pillars. Giving this sleek coupe its power is a 2-liter turbocharged engine located up front and producing 315 hp.
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