2013 Kia Quoris Unveiling in Dubai: A New Luxury Sedan

Overview of the Unveiling

Dubai, UAE - The 2013 Kia Quoris was unveiled on Sunday, 18th November at the Atlantis Hotel, Palm Jumeirah.

Market Context

The long-anticipated luxury sedan comes at a time when the luxury markets of the UAE, Saudi Arabia, and other GCC countries are heating up. The pricing is competitive, starting at 185,000 AED and going up to 219,000 AED for the full option model.

Kia’s Luxury Strategy

The Kia brand is a relatively new entrant in the world of luxury sedans, and it remains to be seen how the public will respond to a luxury ride bearing the Kia name. Some car brands adopt a new brand name when introducing luxury cars, such as Infiniti for Nissan or Lexus for Toyota. Only time will tell whether using the same Kia brand for luxury cars will prove to be the right strategy to maximize sales.

Design and Features

In terms of looks, the Quoris impresses with exterior styling that has definitive nods to the Maserati, while the interior is plush and comfortable, featuring some inspiration from BMW as well.

Marketing and Unveiling Event

The pre-launch marketing has been significant, particularly in the UAE, with huge outdoor advertising on Sheikh Zayed Road and in Deira.

The actual unveiling event was a spectacle, lasting no less than 15 minutes of anticipation, featuring light shows, music, and martial arts displays! Watch our video clip of the actual unveiling to catch in on some of the action.