#KiaMotors

Corporate cousins Hyundai and Kia are an interesting pair, as neither division seems content to emulate the other. It seems odd at first, given how closely matched both brands are in purpose and reputation, but badge engineering fell out of favor long ago.

These are not the stereotypical twins you can’t tell apart without asking to see a birthmark. Kia fields a large front-drive sedan above the midsize class, and a premium rear-drive sedan above that. Hyundai is content to have its new Genesis brand handle all luxury big car activity. Kia sells a minivan, Hyundai’s short-lived Entourage is a fading memory. Kia offers a funky neo-ute, the Soul, and a dedicated hybrid sort-of crossover, the Niro; Hyundai’s utility stable plays by the rules. The Hyundai Elantra GT hatch, based on the overseas i30, does not have a doppelgänger in the Kia ranks, nor does the Kia Stinger have a double in the Hyundai showroom (that’s Genesis’ responsibility).

As we learned from Kia’s VP of product planning yesterday, there are some things the brand won’t copy from its Hyundai Motor Group companion. Which begs the question: what’s something Kia should be doing, but isn’t?

As market share swings rapidly towards SUVs and crossovers, automakers have had to sit down with their accountants and crystal ball to map out a product strategy for the future. The questions swirling in an executive’s mind are easy to imagine: Are cars worth it? Is it still useful having a minivan in the lineup? Does the future call for crossovers, not cars, in every size class?

Fiat Chrysler’s American divisions have already pulled out of the compact and midsize car market, and forget about the possibility of a subcompact. Minivans? Nah. Ford Motor Company’s non-truck lineup looks to be headed down a similar road. At Kia, however, there’s not one or two, but six passenger cars on offer, spanning the subcompact to full-size premium segments. Like minivans? They’ve got ’em, too.

Is this a smart strategy for a brand that saw its sales fall 8.9 percent in the U.S. last year? Sure, says Kia’s vice president of product planning — it means certain buyers aren’t being forgotten. Not everyone wants a crossover. One thing Kia won’t do, however, is follow its corporate sibling Hyundai down certain product paths.

While the staff at The Truth About Cars doesn’t decide a vehicle’s worth based on the advertising it’s associated with, we sometimes critique the choices automakers make within the marketing spectrum. Whether it’s Volkswagen’s subtle attempt to convince prospective shoppers to procreate or Aston Martin’s decision to use Tom Brady as its spokesmodel, we’ve got something to say.

Kia recently finished a TV ad, intended to debut during Super Bowl LII, where Aerosmith frontman Steven Tyler hops into Stinger GT and literally turns back time. The spot begins with Tyler donning a racing suit in a trailer that includes a photo of himself (for some reason) before walking out to an abandoned oval track. Waiting for him is aged Formula One champion Emerson Fittipaldi and two Kia Stinger GTs.

You’re probably picking your toast up off the floor right now, so we apologize for not softening the shock of that headline. But it’s true, and it comes straight from Kia Motors America’s product boss.

The other day, we told you the Korean automaker is poised to announce the production of a bigger, butchier crossover aimed at tempting buyers in the largest utility class. While the looming Telluride soaked up the lion’s share of a Wards Auto interview with Orth Hedrick, Kia’s North American vice president of product planning, a brief mention at the end of the article caught our eye.

According to Wards, Hendrick “hints the [second-generation K900] will be shown at the New York auto show in late March.”

Hey, pick up your toast again!

Today at the North American International Auto Show, Kia Motors bestowed the all-new 2019 Forte upon the world. Granted, it’ll mainly be in the hands those entering the workforce for the first time, but those budget-minded youngsters will be please to learn that the third-generation Forte boasts improved fuel economy and features.

It’s not all touchscreens and gas savings, however. It doesn’t look like the new model has had to make many sacrifices, but Kia is launching the base Forte with a CVT instead of the six-speed automatic the current generation uses. That has us a little uneasy, though Kia promises it won’t be an abysmal substitute and that the rest of the improvements should help deliver a vehicle that represents a net gain in refinement.

Kia revealed a few design renderings of the 2019 Kia Forte ahead of its debut at the fast-approaching North American International Auto Show. While highly reminiscent of the second generation of the Korean compact, the third-gen model offers a sexed-up profile and more sophisticated looks.

The headlights taper upward, set into creased bodywork, while large air inlets evoke a sense of sportiness. Kia says that’s intentional; it wanted the new Forte to borrow some of the spirit of the Stinger fastback sedan. For the most part, it seems to have done that gracefully.

Kia Motors plans to reveal a sporty wagon concept at Germany’s International Motor Show in September. Calling the model an “extended hot hatch,” the automaker is following the popular trend of whetting the automotive press’ appetite with a shooting brake bodystyle that will probably never reach production.

Designed in Kia’s European design studio in Frankfurt, less than a mile from where it will be unveiled, the wagon is said to be representative of what the next-generation of Europe’s Kia Cee’d might look like. If there is any truth to that, we’d like to see it imported into North America. However, as this is just a concept car, we know the odds of its real-world counterpart not changing into an amorphous collection of painted steel panels are slim.

Seoul Central District Court ruled against Kia Motors on Thursday, ordering the automaker to pay around 420 billion won, or $374 million, in unpaid wages. Kia employees first filed an initial lawsuit in 2011, claiming a 659 billion won wage disparity, following it up with an additional suit in 2014.

However, the automaker claims the final cost will be closer to 1 trillion won, or about $890 million, and could result in a third-quarter operating loss. Interestingly, this is roughly the same amount workers demanded over their six-year legal dispute (after interest).

“The current operational situation is such that the ruling amount is [difficult] to bear,” Kia said in a statement.

Hyundai Motor Group has received added attention from investors this week over expectations that the family-run business could undergo a major reorganization into a public holding, with the same separate, multifaceted structure as Hyundai Heavy Industries.

News spread that Hyundai Motor could be preparing a restructuring campaign after it issued a disclosure statement last Friday that explained it would be charging Hyundai Steel and Hyundai Glovis Co. 13.9 billion won ($12.4 million) for the use of the Hyundai brand name. This is the first time the company has ever collected from either over the use of its corporate trademark.

Korean automakers desperately need more sport utility vehicles. Frankly, they should have had them 36 months ago when demand for crossovers began to explode. Hyundai Motor Group, which includes Kia Motors, has watched its sales dwindle after the post-recession buying boom cooled off and everyone started losing their appetite for small affordable cars. That poor financial performance has forced the Korean automotive group into austerity measures, reallocating funds for new vehicle projects aimed at getting customers back on its side — specifically with something riding an extra inch or two from the pavement.

During this week’s earnings report, Kia said it planned to launch a desperately needed sport utility vehicle for South Korea and Europe later this year. According to the company, the model would be a Rio-based subcompact “crossover utility vehicle.”

While overseas markets are top of mind for the automaker, they might not be the only ones receiving the mystery crossover.