April 23, 2013

Shanghai Show concept car heralds new brand for Kia's Chinese operations

Kia Motors Corporation's joint-venture in China, Dongfeng Yueda Kia has unveiled a new Chinese-market concept vehicle and a new local brand name at the Shanghai Motor Show.

Unveiled on the joint-venture's show stand, DYK have announced the new brand will be
called 'Horki' which combines two Chinese characters 'Hor' signifying China and 'Ki' signifying driving. Together they the word suggests harmony and driving. The brand also revealed a China-market only concept based on Kia's all-new Cerato (Forte) platform.

Kia announced that the new brand is aimed at better meeting the specific needs of Chinese customers and will allow Kia and its joint-venture to follow a dual brand strategy with clear distinction between the passion, sportiness and style of Kia products and the practical, economic and trustworthiness of the planned Horki vehicles.

It was also announced that the new brand would 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 Yancheng factories.

No final decision on the debuted concept car has yet been made but Kia and Dongfeng made it clear that Horki will sell a range of vehicles including alternative powered vehicles. Further details will be announced later.


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