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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.

The Kia Rio has never looked this good

The word "Rio" immediately conjures images of the Olympics, which ended just days ago. But recalibrate your brain. It's Kia's best-selling model around the world and it will be revealed in September at the Paris Motor Show. The fourth-generation Rio gets a fresh look inside and out. It has a longer wheelbase with a longer hood and front overhang, which Kia says is meant to convey confidence. The sketches released today look similar to the current generation – as we'd expect – but Kia designers dressed it up with a fancier front end and "straight lines and smooth surfacing" which is evident on the sides. Kia also touts the new Rio's safety, connectivity, and improved handling, though it didn't specify the features. You can compare the sketches with the spy shots of a Rio caught running around this week. Rumors also suggest a hotter Rio GT hatch could arrive for 2018. The sketches show the hatchback variant. Kia also sells the Rio as a sedan in the US market. Globally, the Korean automaker moved more than 473,000 Rios last year, and the new model will launch production near the end of this year for Europe. Timing for launches in other markets was not announced. Despite low fuel prices and consumer demand for crossovers, Rio sales have inched up slightly this year to 18,699 units, 1,637 ahead of last year's pace through July. Much of those gains came last month, when Kia sold 1,104 more Rios than it did in July 2015. The Rio was last updated in the US market for the 2016 model year. Related Video:

Hyundai-Kia dealer offers $180k in gift cards to local residents

In many smaller communities, auto dealers are often major players in the local business and political world, and they interact with large portions of the population. Now, Grand West Hyundai and Grand West Kia in Grand Junction, CO, are putting their marketing dollars to work in a way to help the local economy, while also potentially generating some sales at the same time. Over the next six months, the dealers are contacting about 8,000 previous customers and offering them a gift card worth at least $50 to over 100 of the city's shops and restaurants (pictured above), according to Automotive News. All people need to do to receive the certificate is stop by the showrooms. Hopefully, the visitors would check out a new Hyundai or Kia at the same time. "We'd love to sell them a new car, but it is really a customer-appreciation gesture," said Ken Reeher, the dealers' marketing manager, to Automotive News. The two stores already bought about 3,600 cards with $181,000 going into the local economy. Paying people to come to the showroom isn't really new but generally works well. The Colorado dealers expect around half of the people they contact to visit for the gift card, which is still significantly more foot traffic than from traditional mailings. The decision to keep the cards local also means more money goes to small businesses, and the move gains goodwill in the community, too. News Source: Automotive News - sub. req.Image Credit: Aaron Hoffman Marketing/Advertising Hyundai Kia Car Buying Car Dealers colorado