A laudable goal, but Kia’s parents might have something to say about it.
It gets back to the perpetual issue with Kia vs. Hyundai: Where do they fit and where’s the separation? Hyundai might be the new Toyota, but Kia is playing in the same field. If it wants to be the sort of pseudo-aspirational brand that VW is, where does that fit in with Hyundai’s trajectory? It hasn’t worked too well for the domestics (Oldsmobile, Saturn, Mercury, and on), yet it’s a model that’s done wonders for VW.