Despite the intent of Kia head designer Peter Schreyer, it might be a while before we see a production version of the GT4 Stinger concept.
Before the automaker can venture into niche products, Kia marketing chief Lee Soon-nam told Automotive News that the company’s first priority has t be focused on boosting brand image and awareness.
“The volume would be smaller and then we can’t enhance the brand image fully,” he said. “We would like to build our brand image to some level. Then we can maximize the effects of the new car launch.”
Schreyer, who has been with Kia since 2006, has argued the company needs a small, sporty car to reel in a more youtuful image. His answer was the GT4 Stinger, which debuted earlier this year and pegged as an alternative to the Mazda Miata and Scion FR-S.
But as tantilizing as the GT4 is, we might have to hold our breath a little longer before Kia can follow through with a production version.
“From a marketing point, a new car launch should be helpful to enhancing the brand image,” Lee said. “If a Chinese brand introduced a roadster, would it affect customer perception? I don’t think so.”
possibility
