A blog post about car names may be in order soon.
The latest in head-scratching nonsense words being affixed to the tail end of cars comes from Kia, with its flagship sedan being branded with the made-up word “Quoris.” It’s hard to spell, hard to say and doesn’t really mean anything. According to Kia, the word was derived from the words “core” and “quality,” which still doesn’t make any sense, since that would make a word more like “Corality.”
Regardless of its name, the Quoris will likely come to the States as Kia’s best effort so far at a flagship car.
Thomas Oh, Kia’s Executive Vice President, said,
Our decision to give this striking new sedan an unconventional name means it will stand out even further from the established crowd, driving Kia sales in what is a new segment of the global automotive market for Kia.
I’m not ready to believe the car’s name will translate to more sales, but whatever makes Mr. Oh sleep better at night. Here in America, the sales will happen if buyers perceive a decent value, if the car lives up to expectations, if the auto media finds it worthy of good reviews and, perhaps most importantly, if buyers think it’s attractive. Which, at least in my humble opinion, it isn’t.
The Quoris will come laden with techno gadgets and systems, including advanced cruise control, blind-spot monitoring, lane-change assistance, a lane-departure warning system and a monitoring system that provides a 360-degree view around the car.
In overseas markets it will pack a 286-hp V6, though a 329-hp 3.8-liter V6 would make more sense on these shores. Both engines are paired with an 8-speed automatic transmission sending power to the rear wheels. The Kia Quoris is based on the Hyundai Genesis sedan, but will have the luxury of the Hyundai Equus. There’s no official word on whether the car will arrive in the U.S., but since Kia uses the words “global market,” it seems to be a safe bet.
Expect a shockingly un-Kia-like window sticker, considering this car will be a value proposition against cars like the BMW 7 Series.
Can Kia successfully step into the luxury car market, or should it stick with economy cars?