First, a brand like KIA is an economy brand, therefore rename the model to not be KIA, but to be a premium brand, like Lexus or Acura are.

Secondly, the front grille of that thing is ugly and way too boxy. The BMW, Audi consistently get the "look" right. The "look" is closer to an Acura than to BMW or Audi.

They will not steal BMW marketshare without getting on par with the German Automakers in styling.

One company that does get styling right is Jaguar. Their styling is top notch.