This is really just old school marketing. GM didn't have five divisions because they wanted to employ a lot of redundant people. They had five divisions to allow you, the customer, to 'grow' through their product line.

You start out with a Chevy Nova, move up to an Impala, then to a Buick, Pontiac or Olds depending on your tastes and you eventually wind up in a Caddy when you hit age 62. And when you are spending that Caddy money GM is raking in the bigger bucks.

Kia is only hoping to do the same. You may start out in a Kia Soul, but the day will come when you hit the big time and Kia does not want to lose you and your money.

Will it work? It didn't work for VW and they have tried it with the VW brand several times. They still keep at it, but I bet the folks at VW are glad their forefathers had the good sense to buy Auto Union when they had the chance.