You took it wrong. I'm taking about kia/hyundai in general: worldwide.
At least as per my knowledge, their major customer base lies on the people that would choose them over japanese or german since they offer "the most features in a smaller price tag". Which in other words means, satisfies the need of the middle class. And since it is (again as per my understanding) usually 3rd in the consumer's "brand of preference", after the germans and japanese, I called it third class 
If you take it in pakistan's context, I agree, it might have sounded a little harsh.
