Kia Model Naming Convention Change Proposed
What might be the best way for an automaker to increase respect (and sales) for its product line? By renaming its models. At least that is the thinking of Kia Motors, the Korean automaker compromising the smaller part of the Hyundai-Kia Automotive Group.
New Names
Kia is considering using a unified model naming strategy worldwide according to Automotive News. That move may make it easier for customers to identify its vehicles, much in the same way German luxury automakers do it But Kia isn’t a luxury brand, therefore comparisons to Mazda’s naming strategy seem most warranted.
Indeed, every Mazda model now uses an alphanumeric naming convention with CX-7 and CX-9 representing its crossover models while Mazda2, Mazda3 and Mazda6 comprise some of its cars.
Korean Market
Kia already uses an alphanumeric naming convention in Korea and in other markets. For example, its midsize Optima sedan is known as the Kia K5 in Korea. Its upcoming Cadenza sedan is not yet available for sale in the United States, but in its home market it retails as the K7. Not entirely inspiring, but at least memorable. Automotive News thinks that K3 would be the name fastened to Kia’s current Forte line.
Kia management will have to take into consideration buyer preference for established model names over alphanumeric naming conventions. In the US, there still seems to be some confusion when a brand makes the switch with Mazda discovering that issue when they renamed its very popular Miata two-seater the MX-5. Eventually, Mazda found a middle ground and has since renamed this roadster the MX-5. Mazda enthusiasts still refer to the car as the Miata, however.
Treading Lightly
Kia will need to move carefully as they explore new naming conventions for its vehicles. The Forte, although new, has bolstered the Kia line as has the Soul. Kia is on an upswing, but might jeopardize its new found strength if its model naming structure fails to inspire new car shoppers.
Photo Source: Kia Motors
