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Kia hires Morpheus from The Matrix for Super Bowl ad

News of the Kia brand's inclusion in this year's onslaught of Super Bowl ads got out in December of last year, but other than the fact that the coming K900 flagship would carry the day, we knew nothing about the spot. Now AdWeek has revealed that it is Morpheus - he of The Matrix and guru for The One - who will guide us into a previously inconceivable reality in which Kia is a luxury car maker.
What we'll get is a 60-second spot produced by David&Goliath agency, following Morpheus (played by the man who made him famous, Laurence Fishburne) as he does the thing he does best: presenting a choice to a couple at a valet stand, allowing them to choose a red key or a blue key and, Kia would certainly want us to believe by the end of an "unforgettable ride," the truth.
It's Kia's fifth straight trip to the Super Bowl so it knows what to expect, but the task Morpheus has this time - to free your mind concerning the K900 - could be a task just as large as defeating all the agents and sentinels seeking Zion.

Car buyers are paying big money for technology they don't use

J.D. Power released the results of its Tech Experience Index study that measures "how much owners like [in-car] technologies and how many problems they experience with them." Among the study's findings, automakers are loading vehicles with more software and digital experiences that owners claim they never learn how to use or decide they don't need. For example, owners report to J.D. Power that gesture controls, like those used by BMW (spinning a finger, for instance, can raise or lower the audio volume), don't improve the overall ownership experience. In fact, gesture controls received the lowest overall satisfaction score in the study for a second consecutive year. In another example, the study found that 61% of owners claim never having used "in-vehicle digital market technology," while 51% of respondents said they didn't need it. Driver/passenger communication technology was another sore point with users, with 52% saying they have never used the technology, and 40% of those saying they have no need for it. (10 Features owners say they want, and 7 they really don't). Conversely, some technologies are well received by owners. For American owners, rear-view cameras and so-called "ground view" cameras were among the top three desired technologies. We assume that "ground view" is a surround-view or 360-degree camera system. The one-pedal driving possible in a number of EV's with adjustable regen braking also scored very high marks and few claimed issues.  While it could be argued that owners who don't want to use a specific piece of technology should just avoid using it, the reality is that all of these unused features add cost to the final price of any vehicle. Considering that the average transaction price of a new vehicle hit a record $45,031 in September of 2021, controlling spiraling costs is a big deal. J.D. Power's survey results found that dealerships can play a big role in explaining new technology to buyers. Scores for some technologies like trailer assistance received higher scores from owners who received training from their dealers. Unfortunately, 71% of owners say they were taught how to use tech from outside sources whereas only 30% learned from a dealer. The results of this study are the product of responses from 110,827 owners of current model-year vehicles that J.D. Power surveyed after 90 days of ownership from February through July 2021.

2021 Kia Sorento officially revealed with crisp new duds

Following an unofficial reveal in spy shots, the 2021 Kia Sorento crossover has just been shown officially by the automaker. The company released images of its chiseled exterior and rugged but upscale interior. On the outside, the Sorento picks up many of the cues established by the upcoming Optima/K5, including the broad and angular grille. The front and rear fascias have loads of creases and geometric openings, while the rest of the body is a bit more subtle. The profile is less upright than that of the Telluride, but the chrome window trim has a little dorsal fin on the lower section like the bigger crossover, as well as some of Kia's overseas wagons. The overall profile looks like the Sorento will still have room for an optional third row of seats like the current one. These official photos give us our best look yet at the Sorento's interior. It builds on the low and wide dashboard design of the Telluride, but gives a more aggressive, angled look, particularly with the center stack and climate controls. The stack and vents look as though they were folded forward, which angles the controls up and out toward the occupants. The vents are shaped like trapezoids, and the door handles have a beveled square design. You can also make out a diamond grid pattern in the aluminum-look trim on the dashboard, along with accent lights in the doors that mirror them. The Sorento is available with a 10.25-inch infotainment display and a 12.3-inch instrument screen. There are still a number of details left to learn about the Sorento, such as its powertrain, features and pricing. We should get more of that when it makes its official debut at the Geneva Motor Show on March 3. The current Sorento is available with either a four-cylinder or V6 engine, and front- or all-wheel drive. The options for drive wheels will likely continue, though it's unclear what engine options will be available, since it's possible a V6, like the Telluride's 3.8-liter, could be used, or perhaps a turbocharged four-cylinder from the Optima/K5 and Sonata.