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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.

2021 Kia K5 starts at $25,455, just $100 more than outgoing Optima

The 2021 Kia K5 continues this year's trend of carmakers placing minimal premium on a brand new or heavily revised model. Cars Direct got a look at an early order guide showing that Kia's new midsize sedan will start at $23,490 before a $965 destination charge, for a total of $24,455. The destination fee doesn't change, and the MSRP is but $100 more than the outgoing entry-level 2020 Optima LX. That also puts the Kia $120 under the 2020 Hyundai Sonata SE, $520 under the Honda Accord LX, and $925 below a Toyota Camry SE. The K5 is powered by a 1.6-liter turbocharged four-cylinder with 180 horsepower and 195 pound-feet of torque shifted through an eight-speed transmission, giving it a little less horsepower than the competing trio — the 23 hp given up to the Toyota is the largest difference — but more torque than the other three.   The K5's trim steps have been rearranged compared to the Optima, so instead of LX, S, Special Edition, EX, EX Premium and SX, there will be the K5 LX, LXS, GT-Line, EX and performance-minded GT. The LXS will start at $27,555, the GT-Line at $30,055. Those will be the only two trims offering AWD, and the four-wheel system has late availability as well. Cars Direct didn't mention a price for the EX.   The GT and its exclusive 2.5-liter turbo four-cylinder with 290 hp and 311 lb-ft tied to an eight-speed dual-clutch gearbox will be late availability. The order guide showed that trim costing $31,455 after destination. That's $1,700 less expensive than the less powerful, top-of-the-line Optima SX. Among rivals, only the V6-powered Camrys come close to the K5's output, with 301 hp and 267 lb-ft from a 3.5-liter V6. The Camry TRD stands at $670 more than the K5, butt the only big-ticket extras available for the Camry TRD are two-tone paint jobs costing from $500 to $925. One of the K5 options will be a GT1 Package that adds LED headlights, better driver assistance features such as forward collision avoidance and park assist, adaptive cruise control, semi-self driving on the highway, 12-speaker Bose audio, ventilated front seats with memory, and more. Upgrading to GT1 spec will cost $4,000, taking the price to $35,455. The Toyota Camry TRD V6 doesn't offer some of the GT1's finer tech. The Toyota Camry XLE V6 needs to be optioned up to match a K5 GT1, the Toyota coming out to $38,325. Cars Direct also saw a bulletin to Kia dealers outlining some lease and purchase offers that will run through August 3.

Kia showcasing Optima T-Hybrid concept in Paris [w/video]

At the Geneva Motor Show earlier this year, Kia showcased a new diesel hybrid powertrain. And at the rapidly approaching Paris Motor Show, it will present that new technology in the Optima sedan concept you see here.
Called the Kia Optima T-Hybrid, the concept mates a 1.7-liter diesel with both a turbocharger and electric supercharger to a small electric motor and a 48-volt lead-carbon battery. The mild hybrid setup allows it to travel in electric-only model at low speeds and at cruise, regenerating brake power to recharge the battery. Kia said it chose the lead-carbon battery pack over lithium-ion because it's easier to recycle and does not require active cooling.
Because the powertrain is still under development, Kia isn't saying what kind of fuel economy or emissions figures it gets in the Optima T-Hybrid concept, but it is targeting a "significant reduction" in emissions and fuel consumption, while delivering 15 to 20 percent more power. Check out the system in action in the video below.