2007 Kia Spectra 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 Group design chief wants more differentiation between models and brands

Luc Donckerwolke, the man who oversees design at Hyundai, Kia, and Genesis, is determined to get more differentiation into the model range. He not only wants greater visual separation between all the models in the range, he also wants more distinction between Hyundai Group cars and others in the respective segments, and global distinctions so that a Hyundai in China doesn't necessarily look like one built for North America. He told Autocar, "We will not have a global design language because otherwise it's too rigid. [The alternative is] more work, but it's more flexible." Donckerwolke gets an extreme look at the results of homogeneous design, because an enormous number of cars on the road in South Korea are Hyundai Group products. "[Our] core task is to differentiate the design philosophy of the three brands, not least because we have a big [around 70%] share in Korea. We need to differentiate each model, otherwise the landscape is too homogeneous." Top-down, each brand gets a design brief. Hyundai will be Hyundai's "sexy, seductive and sensuous, sporty, eager and stylish," holding onto its value proposition while adding emotion. Kia will be "young, challenging and cool — cooler than before," said brand design chief Byungchul Juh, with Donckerwolke adding that it's about "streetwear — bold, fresh and young." And Genesis is "haute couture." Donckerwolke characterizes the design philosophy as not "Russian dolls but ... chess pieces, with a look that reveals its own charismatic character. For example, Kia's used to be about the tiger nose grille, separate headlights and the lower intake. Now it's going to be more of a mask that will deliver sportiness and a presence." Kia designer Juh said, "There will be a distinct version of tiger face for each segment, and we'll keep the tiger nose grille. In principle it's the same, but there's a different interpretation for each segment, and more of a 3D feeling. We're moving from a nose to a face." The sketches we've seen of Kia's coming small global crossover take a first step, and we're told the next Sportage will make more impact than the new Tucson. As for Hyundai, the next Sonata will "be the design flag-bearer." We wait to see how much of the vehicle all of this affects. But right now, look at the 2020 Elantra and Sonata from the front three-quarter; ignore their front fascias, and they're two sizes of one sausage.

2020 Kia Soul gets funkier and adds a long-range Soul EV

The Kia Soul, the clear victor of the funky box fad of the mid-2000s, has been completely redesigned for the 2020 model year. It's still very square, but it's even funkier than before. The big, cute headlights of previous models have been swapped for a more futuristic, almost brooding set of slender lamps up top connected by a piece of plastic for a full-width look. They're supplemented by additional lights in large pods in the front bumper. There's a large grille in the bottom of the bumper, too. The overall nose is a bit more rounded, but the whole profile is about as upright as ever. The rear is completely vertical and retains vertical taillights that now have a wraparound look. The fenders don't visually protrude as much, but they're highlighted by deep creases around the wheel arches. There are an array of trims to pick from on the new Soul, some of which have significant style tweaks. LX, S and EX make up the basic Soul, with an EX Designer Edition offering up two-tone paint between the roof and body as well as big 18-inch wheels. The Kia Soul Turbo is replaced by the Soul GT-Line, which can be had with the turbo engine or the naturally aspirated engine. It has a much more aggressive front fascia with extra slots around the grille and side sill extensions with red accents. The turbo version gets center-exit exhaust, bigger brakes and stiffer suspension. Then there's the new X-Line that gives the Soul a crossover look with plastic body cladding, fender flares and fog lights. It also has two-tone paint as an option. 2020 Kia Soul View 11 Photos Despite all the design changes, the new Soul is almost exactly the same size as the old one. It's just over 2 inches longer, and adds a little over an inch between the wheels, but width and height are the same. Passenger space is nearly the same, too, giving or taking a couple tenths of an inch here and there. There is much more cargo space now, though, picking up an extra 5 cubic feet for a total of 23.8. The restyled interior also gets some nice new features such as customizable ambient lighting, an available 10.25-inch touchscreen and a heads-up display. There are three powertrains available for the Kia Soul, and only one is a carryover from the previous model. Starting at the bottom is the naturally aspirated 2.0-liter engine. This engine is also found in various other Hyundai and Kia products such as the Forte. It makes 147 horsepower and 132 pound-feet of torque.