Kia joins the sub brand game with 'Dian Yue'

Dian Yue – that's the name of the new sub brand from Kia China. It seems that just about every automotive manufacturer with a joint venture in China is thinking of throwing their hat in to the sub brand game. GM came up with the idea of the Baojun brand which on paper actually makes sense, a new brand with new bodywork based on existing platforms for rural and economy buyers, other manufacturers jumped on the bandwagon but skipped the new bodywork part, they just put a new badge on an old car and said "Voila!" to unimpressed automotive show audiences.

Kia's shot at a sub brand comes just months after Hyundai announced the arrival of the Shou Wang brand complete with a sexy concept car, the harsh reality was a suicide inducing Elantra with a new badge, the Kia Cerato has joined the club with it being punted over to the Dian Yue brand which features an X up front, probably to represent the mark of the damned.

FrankF

Frank entered the automotive industry via his father’s instructions. He grew up with cars around him, especially as his father was a major auto restorer, Frank’s childhood was spent passing beers, tools and coffee to his father whilst he explained the ins and outs of engines. Frank now works in the Chinese car industry at a specific manufacturer.

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