• Aug 27, 2010
Kia Forte EcoDynamics LPI Hybrid – Click above for high-res image gallery

When Kia Motors unveiled its EcoDynamics sub-brand at last year's Frankfurt Motor Show, the company claimed its new badge would begin to appear on U.S.-bound models soon. In fact, Kia promised that its eco-friendly moniker would be attached to several models sold worldwide. Now, Orth Hedrick, director-product planning at Kia Motors America, tells Ward's Auto that the company has nixed plans to introduce the EcoDynamics name in the U.S. Hedrick cited cost issues as the primary reason for the company's reversal, stating:
The issue is it's yet another brand. And given the fact we're trying to allocate our resources to other areas that make the most sense, does it make sense to introduce another brand out there?
The U.S. automotive market, in its still-depressed state, simply cannot support additional brands. The Detroit Three have pared down by axing Pontiac, Saturn, Hummer and Mercury, so Kia's move to drop EcoDynamics fits the trend. Jim Hume of Phire Branding Co. says Kia's decision makes sense. Hume told Ward's:
My guess is that they realized the concept of EcoDynamics created not only another brand, but also created the need to educate consumers – an expensive proposition. In this particular case the delineation is tricky. Kia setting apart Earth-friendly vehicles via a sub-brand may have taken away from any Earth-friendly story in Kia-branded vehicles. It is better to highlight everything Kia is doing under one strong brand umbrella.
Though the EcoDynamics badge will not adorn Kia's U.S.-bound models, the fuel-saving innovations and other elements that were to be featured under the new sub-brand are already appearing on some Kia models headed to dealerships across the nation.



[Source: Ward's Auto]


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    • 1 Second Ago
  • 15 Comments
      • 4 Years Ago
      The name wasn't very good, and kudos to Kia for dumping it.

      That color is incredible though, I hope they release that on actual production vehicles.
      • 4 Years Ago
      While I would not consider that a sub-brand, it is a rather inane name, and is too large a badge to add. It is more akin to the GM 'hybrid' badge IMO.
      • 4 Years Ago
      I had the chance to rent a new KIA Sorento recently with the Direct Injection V6.

      I found it to be a very impressive power plant in terms of power and fuel economy if driven carefully.

      Kudos to Hyundai/KIA for this motor.

      I have to say that overall the Sorento was very nicely made with generally very good build quality and an impressive list of standard features.

      The interior lighting, particularly the dash, was very well done.

      This experience has changed my previous opinion of KIA.
        • 4 Years Ago
        I don't think it has direct injection.
        • 4 Years Ago
        No direct injection yet.
      • 4 Years Ago
      I like that green forte.
      • 4 Years Ago
      Wow Kia is smart! Creating new brands is stupid. Just market the concept you have and it makes Kia look better overall
        • 4 Years Ago
        It wasn't going to be a new car brand. It was going to be additional branding like how Nissans equipped with a CVT have a Xtronic emblem on it somewhere, or how MB has 4matic or BMW with xDrive or Toyota's Hybrid Synergy Drive.
      • 4 Years Ago
      KIA never had this brand Eco Dynamics. How can KIA axe a brand they never had? I don't see how this is in any way like Ford who put the axe in 2010 to their Mercury brand of 73 years. KIA is this a cheap publicity stunt?
      • 4 Years Ago
      That's good... it's too similar to BMW's EfficientDynamics, and it's a pretty dumb name too.
      • 4 Years Ago
      Is it possible that they were concerned about people casually shortening the name to "ED"?

      That would be a bad situation..."Yeah, my new Forte has ED. Why are you laughing?"
      • 4 Years Ago
      That is the ugliest car...Man that chick on the right is H O T ! Dammn
        • 4 Years Ago
        @ Bobmarley

        pics or you are a liar.
        • 4 Years Ago
        indeed!

        reminds me of my my red hot smokin' wife
      • 4 Years Ago
      That color's almost as polarizing as the Lime Squeeze that Mercury is now shipping on their 2011 Mariner.
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