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Superman-inspired Kia Optima Hybrid helps those affected by drought and famine in Africa

Kia, DC Entertainment and Super Street magazine worked as a team to develop this one-of-a-kind Superman-themed Optima Hybrid that made its debut at the Chicago Auto Show today. The joint effort is designed to raise awareness for DC Entertainment's "We Can Be Heroes" campaign, a charitable relief effort to bring help and hope to people affected by drought and famine in the Horn of Africa.
The metallic blue and red sedan, which thankfully manages to look better in person than it does in the pictures, is the seventh vehicle in a 10-month partnership between the automaker, comic book company and tuner as they build themed vehicles representing all of the Justice League heros. A yet-unseen eighth vehicle will be an amalgamation of all seven Super Heroes in one.
There is no mistaking the blue metallic finish with red chrome accents, or the world's most recognizable superhero's chest emblem glowing on the hood, but you have to look closer to see the Superman logo on the rear fascia and catch the red glow from the headlights. The theme has been carried into the cabin, where occupants will find custom upholstery and Superman's iconic shield on the seats and airbag cover. While the hybrid sedan's gasoline-electric powertrain remains untouched, the Optima features flared fenders, oversize 22-inch wheels and a height-adjustable suspension that is controlled from the cockpit. Read more in the official press blast below.

Kia K900 flagship to make advertising debut during Super Bowl

Kia is already solidifying its advertising plans for the 2014 Super Bowl, targeting a 30-second spot for its new, rear-drive K900 sedan during during the biggest football game of the year. The cost for this half-minute of air time? $4 million.
Of course, Kia is no stranger to advertising during the Super Bowl, with the Space Babies and Hot Bot ads of last year and the Mr. Sandman spot in 2012. But the stakes with the K900, which see the Korean brand attempting emulate its corporate cousin/bitter rival Hyundai, by moving into the rear-drive luxury space, are far, far greater. After all, Kia's previous Super Bowl ads were all for models in established segments - the K900 is an entering a realm the brand has never played in before.
The Super Bowl spot will be the first exposure to the K900 for many potential buyers, and considering that the South Korean brand is targeting conquest sales, according to the report from AdAge, it's important that it makes a good showing on such a large stage. As for the theme of the ad, there isn't much speculation from the execs this early in the game, according to AdAge. Looks like we'll be waiting until February to find out.

2020 Kia Soul Review | Everything you need to know

The 2020 Kia Soul finds itself at the heart of the growing subcompact crossover segment, offering a compelling blend of space, value and style. It wasn't always that way, however. Now in its third generation, the Soul was once a boxy oddball with few, if any, apples-to-apples competitors. Today, the subcompact crossover segment has effectively been built up around it, yet despite this competition, it remains one of the most characterful and well-rounded choices. A lack of all-wheel drive may be a detriment to some buyers, but it's also no longer alone in that regard. What's new for 2020? The Soul is all-new and represents the third-generation model, but it follows the same successful formula as its predecessors. Its trademark proportions have been maintained, and apart from more cargo capacity and a few extra inches in overall length, its dimensions inside and out are consistent. However, its styling has been reworked (note the wraparound LED taillights, the Kia grille that's been grossly enlarged and moved to the lower bumper, and the thin slit of lighting above) and the cabin features a new, more cohesive design that seems to wrap behind the dashboard from door to door (it's very Jaguar). The 2020 Soul also introduces two new models: the more rugged-ish, crossover-like Soul X-Line, and the sporty GT-Line, which is the only way to get the powerful turbocharged engine upgrade. Importantly, fuel economy has improved across the board, in part thanks to a new CVT transmission. What's the interior and in-car technology like? It's a shame that Kia didn't make the interior as fun and characterful as the exterior. It certainly funks things up a bit with triangular patterns in the doors, a squircle-shaped center infotainment pod and tweeters nestled into triangular air vents, but apart from the pricey GT-Line (see the red trim above), it's all rendered in various shades of black or dark grey, effectively hiding them in a colorless, drab interior. On the other hand, characterful interiors can also be ergonomically challenging (see Mini), and like other Kias, the Soul impresses with simple and easily reached controls — including the standard seven-inch touchscreen. You don't need to be a member of this car's Millenial (or younger) audience to figure the thing out. Apple CarPlay and Android Auto are standard, along with a single USB port (and an extra two arrive along with wireless smartphone charging in the EX and GT-Line 1.6T trim levels). How big is it?