Hyoung-Keun Lee has gone on record stating that Kia will become a premium brand by 2017. Which may seem like a stretch when you look at the Forte or Rio, but less when you look at the Quoris/K9. Kia is planning on bringing that rear-drive flagship sedan to US showrooms for 2014, potentially spearheading an upscale product offensive. With former Audi
designer Peter Schreyer on board, it may not be that far off. If this is all sounding familiar, you're probably thinking of Hyundai. A few years ago Kia's parent company was in the same position as Kia is now, but broke away from its budget hatchback image with the Genesis and Equus.