|Concept car heralds new local brand for Kia's Chinese joint venture operations||13-04-22|
- “Horki” name blends “harmony and driving”
- New concept purely for Chinese market
- Built on existing all-new Cerato (Forte) platform
(SEOUL) April 20, 2013 – Kia Motors Corporation's joint venture in China, Dongfeng Yueda Kia (DYK), has unveiled a new Chinese-market concept and a new local brand name at the Shanghai Motor Show.
Unveiled on the joint venture’s show stand, DYK has announced the new brand will be called “Horki” which combines two Chinese characters, “Hor” signifying China and “Ki” signifying driving. Together the word suggests harmony and driving. The brand also revealed a China-market only concept which is based on Kia's all-new Cerato (Forte) platform.
Kia announced that the new brand is aimed at better meeting the specific needs of Chinese customers and will allow Kia Motors and its joint venture to follow a dual brand strategy with clear distinction between the passion, sportiness and style of Kia products and the practical, economic and trustworthiness of the planned Horki vehicles.
It was also announced that the new brand would make its first appearance on the Chinese market during the second half of 2015 with vehicles produced at one of the joint venture’s three Yancheng factories.
No final decision on mass production of the debuted concept car has yet been made. Horki’s product portfolio will be comprised of a range of vehicles, including an alternative powered one. Further details will be announced later.
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Kia Motors Corporation (www.kia.com) – a maker of quality vehicles for the young-at-heart – was founded in 1944 and is Korea's oldest manufacturer of motor vehicles. Over 2.7 million Kia vehicles a year are produced in nine manufacturing and assembly operations in five countries which are then sold and serviced through a network of distributors and dealers covering around 150 countries. Kia today has over 47,000 employees worldwide and annual revenues of US$42 billion. It is the major sponsor of the Australian Open and an official automotive partner of FIFA – the governing body of the FIFA World Cup™. Kia Motors Corporation's brand slogan – "The Power to Surprise" – represents the company's global commitment to surprise the world by providing exciting and inspiring experiences that go beyond expectations.
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