Kia Motors has released the sports sedan “Stinger,” which is drawing public attention in Korea for its potential to help turn the tide on the automaker’s sagging performance.

Kia Motors held a ceremony to release the Stinger on the market at the Inter-Continental Hotel in southeastern Seoul on May 23 and began selling the “grand touring” automobile. Among those on hand at the event were Kia Motors Vice Chairman Lee Hyung-geun, and Kia Motors Europe Chief Designer Gregory Guillaume. The latest sports sedan, which had been planned to be launched as “K8,” was finalized as Stinger. 

The Korean automaker saw its operating profit in the 1st quarter of this year plunge 39.6 percent over the same period last year. Kia Motors was buffeted by fallout caused by U.S. protectionist moves, China’s retaliatory steps over the installation of the Terminal High Altitude Area Defense (THAAD) in Korea and the appreciation of Korean won. The outlook of Kia Motors’ business performance in the second quarter (April-June) is not rosy. Securities sources said that Kia Motors is predicted to see sales and operating profit fall 1.3 percent and 17.3 percent for the second quarter, respectively. 

Sales for the Stinger will be a bellwether for the automaker’s business performance for the first half. Kia Motors targets to sell more than 8,000 Stingers this year with the goal of selling more than 1,000 Stingers monthly in the years to come, said Senior Executive Vice President Kim Chang-shik with Kia Motors Domestic Business Division. 

As the sole Korean automaker with the premium sport car, Kia Motors is in a good position. There are many foreign-made sport sedans similar to the Stinger, including BMW’s 3 series, GT (4 series), Mercedes Benz’s C-Class, and Audi’s A5 Sportback. 

The Stinger is cheaper than those foreign brands. The Stinger beckons to clients with a charming sports car design and a reasonable price. The Stinger gasoline 2.0 turbo is sold at a price of between 35 million won to 37.8 million won. The price tag is set at between 44.6 million won and 48.8 million won for gasoline 3.3 turbo, and between 37.2 million won and 40.3 million won for diesel 2.2. 

The Stinger also boasts zero-to-100 kmh acceleration of 4.9 seconds, the fastest among Korean car brands. The Stinger carries the logo “E” shape instead of the conventional KIA. The Stinger is the first Korean brand outfitted with the Highway Driving Assist (HAD) and a 3.3 turbo engine. 

The Stinger is an extension of Hyundai Motor’s independent premium brand “Genesis,” and the upcoming K9 will belong to the Stinger, a Kia Motors official said. 

Kia’s GT Concept Car came to life as a true “grand touring” vehicle, complete with rear- or all-wheel drive, luxury amenities and head-turning design. Unveiled at the 2017 North American International Auto Show, the Kia Stinger is more than a sports sedan. The 2018 Kia Stinger made a striking impression at the North American International Auto Show with two top awards. Cars.com named it Best in Show for its combination of luxury and performance in a sports sedan. It was also recognized with the EyesOn Design award for Production Car Design Excellence. The honor is awarded to the best vehicles making their worldwide debut at the North American International Auto Show.

To bring the 2018 Kia Stinger to life, Kia Motors’ chief design officer Peter Schreyer turned to his design team in Frankfurt. Years of commitment and passion laid the groundwork to make it an authentic “gran turismo” car, with bold style, nimble performance and undeniable luxury.