Lambda is not the same as Alpha

I often wonder how Kia cars are marketed in Greece. After all, their logo uses a Λ instead of an A. Λ is the Greek L. In my head ΚΙΛ sounds like 'kill', although it might be more like 'keel'. I don't know modern Greek.

Anyway, this happens quite a bit all over the place, though usually it doesn't make a pronounceable word. But it's always a little irritating. To me.