People aka consumers don't "need" to do anything... It's their hard earned money they're spending. Money they earned spending countless hours working hard for. And you think they're going to be told what they "need" to do when it comes time to spending their money? No way.
It's up to Kia, Hyundai, and anyone else who wants to compete and be part of a higher bracket to prove themselves. Not only by building high quality vehicles, but also by hiring the right people, people with a damn pulse to what it takes to breakthrough and make everyone take notice!
People must be innovative and bring great new ideas and that includes having enough creativity in their brains to simply think of a freaking name for these new cars, which these days it's clear they cannot do.
You can't make people do anything. Nor can you put an ounce of blame on them for spending their money on what they desire. Blame Hyundai for not giving them anything exciting or worthy of desiring! It's Kias fault for not having a clue how to market their brand. That's what happens when CEO's hire their lazy nephews to make important decisions. Crap trickles down...