Kia's joint venture in China, Dongfeng Yueda Kia (DYK), has used the Shanghai Auto Show to announce its new Chinese brand name.
The new nameplate, Horki, is, as only an Asian nameplate would want to do, a combination of "harmony and driving” - the “Hor” represents China, while “ki” represents driving.
All Horki cars will be developed specifically for the Chinese market.
Accompanying the news in Shanghai is a sedan concept based on the new Cerato platform. The new model is destined for sale in China only, although timing is still to be confirmed.
Kia, through its Chinese joint venture (with Dongfeng Motor Corporation and Yueda), plans to use the new name badge to launch a dual brand strategy in the Chinese market.
The Horki brand will stand for “practical, economical and trustworthy” cars, while the Kia brand will represent “passion, sportiness and style”.
Kia says the Horki badge will appear on a range of vehicles, including a model driven by an alternative power source.
The company plans for the first cars carrying the Horki badge to make their appearance on the Chinese market during the second half of 2015. The cars will be produced at one of the joint venture's three Yancheng factories.