This has to be one of the boldest moves that the rapidly advancing Korean carmaker has ever made. No need to rub your eyes - Kia has unveiled a large, rear-wheel drive flagship sedan.
Then again, maybe you should rub them if you thought you were looking at a BMW - there is a rather uncanny resemblance to the 5 Series GT in those headlights and it wouldn't take too much contorting to change that grille into a 'double kidney'. Move to the back and there's more than a few hints of the latest 7 Series in those tail lights and upper chrome strip.
Then there's that name - K9 - which will thankfully change for export markets because you wouldn't want every man and his dog calling your car a dog would you?
So it may seem a copycat in too many places, but few are going to argue that it is still one of Kia's most stylish efforts ever.
It also promises much on the driving front as Kia's overseas marketing director Soon-Nam Lee puts it:
“K9 is our first rear-wheel drive large sedan, created without compromise in its design, driving performance and new technologies. K9 sets a whole new level of standards and values in the large sedan segment, and its design will be another Kia demonstration of our brand's power to surprise the world.”
Big promises, but will it deliver? Kia has yet to reveal any real technical information, but it's practically a given that it'll share its platform with Hyundai's Genesis sedan, in which case it could also use its range of petrol engines, which include a 193kW 3.3 V6, 213kW 3.8 V6 and 269kW 4.6 V8.
The final question will hinge around overall desirability and brand perception among consumers. Would you consider this over a BMW or Mercedes if the price was right?