Kia has seen success in recent years with its quirky Soul but the automaker's upscale offering, the K900, hasn't been as fortunate. The company knows this, with one anonymous source telling Retuers: "As Kia has no luxury brand, it is trying to position itself as a sporty brand." Hyundai owns 34 percent of the company and as such has a big say in what the automaker does. Hyundai's new Genesis line likely killed off any chance Kia had at making a luxury sub-brand but there still seems to be a bit of space left in the sporty sedan segment. Of course the ultimate question is will people really view a Kia as being equal to a BMW or Audi? Hopefully Albert Biermann, the ex-head of BMW's M Performance who is now with Kia, can figure that one out.