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Kia's brand perception still painfully lags behind reality

I can't tell you how many times I've been driving with friends or family in a decidedly nice Korean press car, only to have a passenger notice the logo on the steering wheel and exclaim, "Wait... this is a Kia?" For every time I roll my eyes at a story with a lede about how Hyundai "is really gaining momentum these days," I get equally annoyed when people comment on how Kia is finally starting to make decent cars. This is hardly news. The brand has been pumping out really solid stuff for a while now.
But as it turns out, not everyone knows that. According to Ward's Auto, speaking to Kia marketing chief Michael Sprague, the automaker recently placed third-to-last in a recent ALG Brand Perception of Quality study, only besting Suzuki and Smart. Wow.
Ward's notes that Kia recently earned a credible sixth place in J.D. Power & Associates' Initial Quality Study, and yet still fell way behind pretty much every other brand in the ALG study. The Korean automaker's cars have also won numerous awards in recent years, and have generally earned positive reviews from the media, Autoblog included.

EPA says it will more closely monitor fuel economy claims from automakers

The unintended acceleration brouhaha at Toyota led to the National Highway Transportation Safety Administration tightening the vise on recall procedures. Likewise, the fuel economy kerfuffle that blew up with Hyundai and Kia's admission of overstated fuel mileage claims could lead to the Environmental Protection Agency policing automaker assertions by performing more audits.
At least, that's what a senior engineer with the government agency said while in Michigan giving a talk, according to a report in Automotive News. What that actually means, however, is still in question. Just ten to 15 percent of new vehicles - something like 150 to 200 cars per year - are rested by the EPA to verify automaker numbers. The EPA's own tests include a "fudge factor" to adjust lab mileage for real-world mileage, and the agency still relies on automakers to submit data for tests that it doesn't have the facilities to perform. How much more auditing can the EPA really expect to do, or perhaps a more relevant question would be how much more accurate could the EPA's audits become?
The price of gasoline, the psychological importance of 40 miles per gallon to a frugal car buyer, an automaker wanting to further justify the price premium of a hybrid, all of these things contribute to fuel economy numbers that insist on creeping upward. Perhaps the senior engineer encapsulated the whole situation best when he said, "Everybody wants a label that tells you exactly what you're going to get, but obviously that's not possible. A good general rule of thumb is that real-world fuel economy is about 20 percent lower than the lab numbers." If the lesson isn't exactly 'buyer beware,' it's at least 'buyer be wary.'

2014 Kia Sportage facelift arrives with updated 2.4L, new grille

The third-generation Sportage has been around for a few years now, but Kia is making some minor changes to its compact crossover for 2014. As expected with a small, mid-cycle refresh, there isn't anything too major to report here, but the important news for the 2014 Sportage involves what's behind that modestly updated fascia.
Kia has revamped the Sportage's base 2.4-liter inline four-cylinder engine to add direct injection, which is said to improve efficiency, although no fuel economy numbers have been released yet. Switching to DI has also increased the engine's output, up slightly from 176 horsepower and 168 pound-feet of torque in 2013 to 182 hp and 178 lb-ft for 2014. Additionally, LX models now receive the sportier shock setup previously available only on EX and SX trims.
More importantly, the base trim level has been dropped from the 2014 Sportage lineup, meaning the car's manual transmission has been axed, as well. Pricing hasn't been released yet, but the 2013 Sportage already undercut competitors like the Chevy Equinox and Toyota RAV4 by thousands of dollars, so even a modest increase for 2014 would still position the Kia rather nicely in the segment.