Why Will the New Kia K4 Not Be Released in Korea?

Revealed K4 receives hot responses
No news of a domestic launch

Kia’s midsize sedan K4 was unveiled on the 21st, Korean time.
Domestic consumers have been waiting for this car for quite a while. Unfortunately, the K4 is a North American strategic model with no plan for a domestic release. Despite this, the revealed K4 has received hot domestic and international responses.

A brief look at the design elements shows that Kia’s latest design elements have been applied. The front has the Star Map Signature DRL, and the rear has angular 90-degree tail lamps. The sides have a low, sloping roofline that gives it a sporty look. In addition, angular character lines and the dynamic volume of a crossover are perfectly blended together.

The midsize sedan market shrinks, with sales decreasing every year

The K4 is receiving a lot of praise from the younger generation.
Not only would it be affordable since the price is expected to be around $17,000 to compete with the Avante, but its sporty design has captivated the younger demographic. While some hope Kia may consider releasing the K4, given its favorable responses to the launch, the reality is different.

The market for midsize and compact sedans is shrinking every year.
Last year’s midsize car sales decreased by 1.8% compared to the previous year, and in the compact sedan segment, Hyundai’s Avante dominates. Of course, one of the reasons Avante’s sales have been boosted is the aging of the previous K3 model, which has resulted in a drop in marketability.

K3, overshadowed by Avante, recorded disappointing sales

While the K3 used a second-generation platform, Avante adopted a third-generation platform.
The body size of the Avante using the third-generation platform is 185.4 inches in length, 71.9 inches in width, 55.9 inches in height, and a wheelbase of 107.1 inches. On the other hand, the K3 is 2.5 inches shorter in length and a little half an inch shorter in wheelbase. The K3 is about half an inch taller. The third-generation platform has a low body design, which provides agile driving performance during rotation and increases interior space utilization. Moreover, the lower price range has attracted many young, early-career individuals, making design a key evaluation factor.

The Avante adopted a sleek image to implement parametric dynamics.
Sharp headlamps, tail lamp designs, an angular bumper fascia, and a grill, among other features, created a sporty look. The K3’s declining competitiveness, compounded by being overshadowed by the Avante’s design, resulted in a significant setback in its market position. Except for the time of the 6th generation facelift model, the New Avante AD, the K3 showed a sales volume that the Avante overshadowed.

Hyundai for Sedans, Kia for SUVs

The sales volume of the New Avante AD, which received much criticism for its design, dropped to 3,653 in December 2019, just before the full change, recording fewer sales than the 4,139 units sold for the K3. The main reason was the unattractive design, which was even called a triangle-te. While midsize sedans’ popularity is declining, SUVs’ popularity has steadily risen since COVID-19. Kia is recording higher sales in the SUV segment than Hyundai.

Looking at last year’s sales record, Seltos, Sportage, and Sorento ranked within the top 10, leading to high sales. On the other hand, Hyundai did not have an SUV model within the top 10, and the Grandeur, ranked first, followed by the New Avante, shows strength in the sedan segment. There seems to be little reason for Kia, which is recording good results in the steadily growing SUV market, to compete with the firmly established Avante forcibly.