2010 Kia Soul Sport Hatchback 4-door 2.0l 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.

Why BMWs are cheaper than Hyundais in Korea

Bloomberg reports shifting tariff regulations have upended the traditional automotive pecking order in Korea. Thanks to cheaper import taxes, foreign brands have seen market share jump from 28 percent to 41 percent over the last two years. BMW, Mercedes-Benz and Audi have all capitalized on the shift, with domestics like Hyundai and Kia suffering at the hands of their German rivals.
Taxes on European imports have fallen from 8 percent in 2011 to just 3.2 percent today. Over the next few years, tariffs will all but be eliminated for most imports, and taxes on US-made vehicles are expected to fall to just 4 percent in 2014. By 2016, that number will be zero. Needless to say, Hyundai and Kia are concerned about the shift.
Hyundai has seen profit fall by 15 percent last quarter, and the company says it is on pace to see the slowest sales growth since 2007. The company's shares have fallen by 12 percent. In order to stem the losses, Hyundai has discounted its midsize sedans and started working on diesel engine options.

The 2021 Kia Seltos and Kia Sportage are nearly the same size inside

The 2021 Kia Seltos unveiled here at the L.A. Auto Show slots between the Soul and Sportage in Kia's crossover lineup, but it's much closer to the latter in terms of size. In fact, the interior dimensions of the two are awfully similar. Take a look at the chart below. Second-row legroom is basically the same, which I can confirm, having sat in both Seltos and Sportage back-to-back. Headroom, however, is indeed better in the Seltos. Shoulder room is even quite similar. Taking a look in the cargo area, the Sportage's advantage seems to come from being deeper. It makes up for the Seltos being boxier, which should explain why it actually has greater maximum capacity.  So, if the two crossovers provide similar interior space (even if the Sportage is bigger outside), what's the point between the two. Why pay the extra $2,000 for a Sportage? For starters, take a look at those engine specs. The base Sportage engine has more horsepower than the Seltos' turbocharged upgrade, while blowing away the base offering.  Moving away from specs, the Sportage (above right) has a higher-quality cabin. The door sills and much of the dash consist of soft, low-sheen rubbery materials. The Seltos has hard plastic in those spots with some rubbery stuff stitched and applied to the dash. And while both Kia interiors have plenty of hard plastic, the stuff in the Seltos has a higher sheen and seems more prone to scratching. It looks and feels cheaper.  Frankly, this pair is awfully reminiscent of the Jeep Compass and Cherokee. They too have similar interior space, but differ in terms of performance, capability and refinement. After the Cherokee's recent facelift, though, at least these two Kias offer more greatly differentiated styling.    Here are photos of both the Seltos and Sportage for further comparison. 2021 Seltos View 29 Photos 2020 Kia Sportage View 2 Photos