While carrying bikes with a bike rack the factory installed trailer hitch failed while we were driving on the highway. The weight being carried was well under the tang weight rating of the hitch. The construction of the hitch appears substantially inferior to comparable factory hitches. The failure of our hitch presented, and the potential failure of others installed on similar Kia vehicles presents, a substantial safety risk to passengers and surrounding individuals and property. If failure occurs while towing heavier items, such as a boat, it could be catastrophic. A VA state trooper did inspect the hitch and filed an incident report at the time of the accident. The vehicle is scheduled to be inspected by a KIA dealership 10/20/26. I have pictures and vehicle is available for inspection. No warning lamps or messages appeared prior to failure.