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Kia using quality and technology to increase sales and brand prestige

Kia is a long way from hawking the anonymous lozenge known as the Sephia on our shores. That was only 1994, though, and in less than 20 years the company has gone from judging its aspirations against Japanese budget competition to walking auto show floors checking out the German standard-bearers for tips on how to increase sales and brand prestige. In an interview with Automotive News, Kia executives laid out their plan for carving out a Volkswagen-like niche for the company whereby they could be viewed as the premium pick in a volume segment. Concepts like the Kia Cub, above, would seem to point in this direction.
Kia is keen to make sure its sales targets don't impinge on its quest for better and better quality.
Kia's prime directive is "an unrelenting focus on quality." The Japanese brands earned a reputation for bulletproof reliability, and Kia is keen to make sure its sales targets don't impinge on its quest for better and better quality - neither in-house nor for its suppliers, a trade-off we've seen go wrong before. It has a Pilot Center that studies each new model for potential production problems before being given the approval for manufacture, and it isn't until the quality control department gives the okay that manufacture can begin.

Music-inspired Kia Souls overload our senses

SEMA has been pretty mellow this year in terms of over-the-top mod jobs. Sure, there have been some questionable choices, but none have been quite as questionable as the vehicle you see above. This is one of five versions of the redesigned Kia Soul that have been rolled out for the show, all of which take their inspiration from music.
The Vans Warped Tour Soul is the airbrushed vehicle you can see above. Its questionable paint job is accentuated by eight eight-inch Infinity speakers in the side windows, a slide-out barbecue and a 50-inch flat panel monitor on the roof. We imagine this is what happens when you let Xzibit near your Kia Soul. The Vans Warped Tour car also features LED ambient lighting, and the wheels are moderately sized for a SEMA vehice - just 20-inches.
The Amped Soul (above, left) isn't a car, so much as a car-shaped enclosure for several very big speakers. The passenger-side B-pillar has been removed, and the rear door has been replaced with a suicide door, allowing the driver to put the massive stereo on display. LED lighting and four twelve-inch Infinity subwoofers have been fitted, as well as a JBL Pro Live "club-sized stereo." Those gold wheels are 22-inch Forgiato, three-piece items.

Kia's promised "four-door coupe" Cub concept... isn't

Kia appears to have pulled a quick one on the world with its Cub Concept. As it turns out, the machine isn't the four-door coupe they promised at all. Instead, the little showcar is a five-door hatch with suicide rear doors. That's certainly fine by our reckoning, but it isn't quite what we were expecting to see on display at the Seoul Motor Show. The concept was penned at the company's design studio in Seoul with direction from Peter Schreyer, and it gets its thrust from a 204-horsepower, 1.6-liter direct-injection four-cylinder engine. With 195 pound-feet of torque on hand, we suspect the Cub would have little trouble hustling down the road.
Indoors, the Cub serves up black leather seats with yellow accents as well as a new Driving Information System that uses a gesture camera to control various operations. Right now, there are apparently no plans to put the Cub into production anywhere in the world, but we wouldn't be surprised to see some of the hatchback's elements make their way to the show room floor.