KIA ataca la gama de berlinas medias con su Magentis


El cuarto fabricante mundial, Hyundai-KIA, no parece terminar de ver claro su posicionamiento en el mercado. Es habitual encontrar equivalencias entre marcas generalistas y sus competidores premium, pero con KIA de momento, no sabemos a que atenernos.

Lo cierto es que llevan algunos años aumentando gradualmente su calidad, y como nos decía un responsable de la marca durante un encuentro informal, “primero entras por precio, luego vendes tu producto”. Quizá asistimos ya a la segunda fase.

Tanto es así, que el Magentis parece un diseño perfectamente encontrable en vehículos de gama alta. Parrila compuesta, iluminación de día, y llantas que recuerdan a la serie Individual de VW son algunos de los argumentos.


El problema para la marca, y para el jefe de diseño, Peter Schreyer, es que un mejor producto debe ser, si pretende ser rentable, un producto global. Es decir, que cada vez veremos menos adaptaciones al mercado europeo, venidas desde Corea, si es que la tendencia continúa.

Segundo problema al que enfrentarse: si dejan de competir en coste final, la comparación con otros fabricantes se realiza de igual a igual. La anterior generación de este modelo fue un estrepitoso fracaso en nuestro país, seguramente porque no terminaba de ofrecer un mensaje claro. ¿Un vehículo de calidad ligeramente inferior, y ligeramente más barato?

Todavía no se conocen datos técnicos, ni hemos podido comprobar la sensación general del producto. Entonces tendremos más que decir.

En Sobreviraje | KIA Venga, calidad checa a precio coreano.

Tags | KIA


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