Chinese market for cars is booming and automakers around the world want a piece of this increasing market. At the Shanghai Auto Show, Kia has announced a new brand for Chinese market called “Horki” with the presentation of a first Horki concept car.

Horki combines two Chinese characters “Hor” signifying China and “Ki” signifying driving and the first concept is built on existing all-new Cerato (Forte) platform.

Kia Motors Corporation’s joint-venture with Dongfeng in China is named Dongfeng Yueda Kia and the first car with the Horki badge will arrive on the Chinese marked second half of 2015 with production taking place at one of the joint venture’s three Yancheng factories. The Horki range will later include also alternative powered vehicles.