Kia Soul 5dr Wgn Auto Sport Low Miles 4 Dr Automatic Gasoline 2.0l Dohc Mpi Cvvt on 2040-cars

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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.

Hyundai-Kia forecasts slowest sales growth in 8 years

Even with the arrival of the new Hyundai Genesis Sedan (above) and the expected introduction of at least two other new vehicles in 2014, Hyundai-Kia is estimating its sales will only increase by about 4.1 percent this year. Bloomberg has found that figure, which works out to a total of 7.86 million vehicles worldwide, to be lower than average analyst estimates of eight million vehicles. If the automaker is correct, that figure will represent the most sluggish growth for the Korean brands since 2006.
Based on an exchange rate of 1,050 won to the dollar - right now it's trading at anywhere from 1,050 to 1,052 depending on where you look - Hyundai is predicting a 3.8-percent uptick for sales of 4.9 million units, while Kia is expecting a 4.7-percent uptick for sales of 2.96 million units. That exchange rate is predicted to be part of what will hamper sales this year, with a stronger South Korean won making Japanese cars more price-competitive when cross-shopped. It's unclear how Hyundai derived its exchange rate, but 1,050 won to the dollar almost matches the 52-week high for all of 2013.
The company chairman mentioned a "low growth era" in the world economy, and weaker US sales are rumored to at least part of the reason John Krafcik recently vacated the post of Hyundai Motor America CEO, a post that has been filled by executive vice president of sales, David Zuchowski. That unexpected news capped a year in which two top execs resigned over quality issues and recalls and Hyundai agreed to settle a consolidated lawsuit over inflated fuel economy ratings for $395 million.

2014 Kia Soul

Rounding Out The Market's Best Box
As a car critic, you can tell a lot about a new car just by looking at a map. That's because more often than not, the geography of where a vehicle is initially launched will tell you a surprising amount about how the automaker feels about its new baby. Manufacturers want their models to be shown in the best light - dynamically and socially - so they put a lot of thought into where they first let members of the media slip behind the wheel. Luxury cars nestle up closely to swank hotels in the globe's trendiest locales, high-performance cars are let loose on breathtaking mountain roads with adjacent racetracks, and so on. It all makes for a tough life, as you can imagine.
So consider it telling that when Kia first launched the Soul way back in 2009, it did so in Miami. Trendy? Check. Billiard-table level, arrow-straight smooth roads? Frequently snarled with traffic? Check and check. You see, good as it was, the original Soul wasn't a particularly thrilling driver. Competent, sure, but its simplistic suspension, modest power and upright dimensions didn't exactly afford it entertaining driving dynamics. Which is exactly why Kia launched it in an environment utterly devoid of potholes and curves (save those conjured by the area's robust plastic surgery community), instead choosing a city loaded down with pedestrians and slow-moving motorists.