Hyundai or Kia..Who's at the top status-wise ?

I was listening to the radio this morning and there was an advertising
promo show from World Kia here in Las Vegas. The main theme
of the program (other than selling Kia's), was that Kia was the
premium brand, outdoing the Hyundai as far as luxury and quality.
I thought it was the other way around, that Kia was the entry level
vehicle from the Hyundai-Kia corporation in Korea.
I guess it was sort of like the relationship between Chevrolet and
Buick was for a while in the old days. Can someone please clarify
this?