Speaking at the Shanghai Motor Show, Dongfeng announced the new brand will be called "Horki", which combines two Chinese characters "Hor", signifying China, and "Ki", signifying driving. Together the word suggests harmony and driving.

Kia said the new brand is ‘aimed at better meeting the specific needs of Chinese customers and will allow Kia and its joint venture to follow a dual brand strategy with clear distinction between the passion, sportiness and style of Kia products and the practical, economic and trustworthiness of the planned Horki vehicles’.

It was also announced that the new brand would make its first appearance on the Chinese market during the second half of 2015 with vehicles produced at one of the joint venture's three Yancheng factories.

The brand also revealed a new Sedan concept, based on the Cerrato and aimed purely at the Chinese market.

No final decision has been made on whether the model will go into production but Kia and Dongfeng made it clear that Horki will sell a range of vehicles including alternative-powered vehicles.