Login / Register
ORNo Account? Register here.
Kia K900: Social Climber
The budget brand wants to go Beverly Hills
Grasping its leather-and-wood steering wheel, listening to Win Butler yelp through seventeen speakers, one thought pops to mind: This is a Kia?
The K900 Optima is a nice midsize car and the Cadenza represents a good value in the near-luxury category, nobody expected the Koreans to come up with this roundhouse right of a luxury automobile. It’s big and looks important, with a touch of Jaguar finesse. And it drives all hushed and silky, like a Lexus. The interiors’ LED lamps extend their courtesy upon entry and red accents throwing little pools of light wherever you reach. Inlaid with wood and covered with leather, the dashboard is exquisite: the precious little clock by itself deserves a couple of pages in Robb Report.
Question is: Who is it made for? Kia is a middle class brand, aimed at the cost-conscious who value reliability over flash. But the marketing people say the company now intends to lure in the well-heeled at lifestyle events in posh neighborhoods and minds will be swayed. But the first time we see a K900 get valeted in front of Tiffany & Co. on Rodeo Drive, the photo goes straight to Twitter.