2009 Kia Spectra Ex 42,191 Miles on 2040-cars

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How the Koreans are cracking the luxury market

South Korea's two largest automotive brands are no longer the same companies they were when they first entered the world stage.
Anyone who visits Seoul after a few years absence is likely going to be in for a shock. What was, not that long ago, a decidedly third-world city is today a thriving, sprawling metropolis increasingly on a par with the world's most modern cities.

Kia Provo Concept is a Mini-sized hatch debuting in Geneva

The machine you see above is, according to a report from Autocar, the Kia Provo Concept, and it's set to debut at the rapidly approaching Geneva Motor Show. As you can see, the Korean concept draws inspiration from young and hip hatchbacks like the Mini range and the Citroën DS3.
We can't say how much of the Provo's somewhat radical conceptual design will make it into production, such as the contrasting roof color, oversize wheel arches filled with some pretty radical wheels, and one-piece headlight and taillight housings. Suffice it to say, though, we're definitely intrigued by what we see.
Also note the diamond stitching in the interior with chrome, suede and carbon fiber accents. The flat-bottom steering wheel is also rather interesting. These details, along with the racy elements of the exterior design, make us think Kia may be targeting performance-minded buyers with the Provo.

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.