Actually I think Hyundai is having troubles trying to determine which brand will target what market. I agree that it I think Kia wants to be a sport brand but at the sametime they are trying to be a luxury brand above Hyundai.
Reason I feel Kia is trying to be luxury is based on looks and content. Optima has more chrome than Sonata, has panoramic sunroof, LED tails, HID, leather stiched dash panels and doors, wood trim, memory seats, Sync type setup and looks like more goodies than Sonata. Their design is more luxury than sporty too. The new sportage has push button, and a whole bunch of goodies not found in Tucson either.
I feel Hyundai should have all the goodies that Kia shouldn't have or atleast both should have it. Makes no sense that the lower priced brand has more goods than the "luxury" brand.