'7 Instead of 8'... Kia K8, Can It Surpass Its Sibling Grandeur?

Grandeur Dominates Mid-to-Large Sedan Market... Renamed K8 Also Challenges

[Asia Economy Reporter Yoo Je-hoon] Kia has fully redesigned its mid-to-large sedan K7 and changed its name to 'K8'. As the Hyundai Motor Company's Grandeur, a sibling model, continues to dominate the mid-to-large segment market, the entry of the K8 is expected to intensify competition in the market.

According to industry sources on the 21st, Kia recently finalized the name of the successor model to the mid-to-large sedan K7 (project name GL3) as K8 and unveiled its exterior design. Since its launch, the Kia K7 has sold 500,000 units globally, solidifying Kia's position. After its first release in 2009, it has undergone a full redesign and a name change after 12 years.

Kia's decision to change the model name is interpreted as an effort to strengthen its position in the mid-to-large segment market. Recently, the domestic market trend has been divided between mid-to-large sedans and sport utility vehicles (SUVs). The K7 has not shown a significant presence as it has been overshadowed by its sibling, Hyundai's Grandeur. In fact, the Grandeur, regarded as a 'national car,' sold 145,463 units last year alone, emerging as a 'best-selling car.' In contrast, the K7's sales were 41,048 units, less than half of that.

Kia plans to strengthen its position in the mid-to-large sedan market, where it has been at a disadvantage compared to the sibling Grandeur, with the launch of the K8. To this end, the product's appeal has been significantly improved. The design elements have been greatly enhanced, and the overall length has been extended to 5,015 mm, exceeding 5 meters, creating a grand presence. This surpasses the Grandeur's length of 4,990 mm. Additionally, driver convenience features are also expected to be greatly improved.

Notably, Kia will attach the emblem it replaced earlier this year for the first time on the K8. A Kia official stated, "The K8 logo applied to the rear uses the same material and design as the Kia emblem, showcasing the new Kia and marking the model's presence as the first to do so." He added, "We plan to sequentially reveal interior space, driving performance, and advanced driving assistance technologies befitting the new model name K8."