South Korean car giant Kia plans to "attack" the premium market in the UK and to take on the likes of Audi, BMW and Mercedes-Benz.
Paul Philpott, president and chief executive of Kia UK, told IBTimes UK that the company has moved from the low-price, budget end of the market to the mainstream.
Now Philpott said the manufacturer, which started selling cars in the UK in 1991, competes "with all of the mainstream brands".