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Kia plans dedicated PHEV by year’s end, battery-electric crossover in 2021

Back in January, Kia announced something it called its “Plan S” strategy. The $25 billion plan broadly outlines its targets for electric vehicles, with the highlight being plans to sell 11 battery-electric models by the end of 2025, including launching its first dedicated new EV here in the U.S. in 2021. Now we have some new details on what the Korean automaker has in mind for the latter, plus a juicy new tidbit about a new plug-in hybrid coming later this year. It comes via a scripted Earth Day video message between Neil Dunlop, product and technology PR manager, whoÂ’s shown wandering around a forest, and Steve Kosowski, manager of KiaÂ’s long-range strategy, product strategy and mobility, whoÂ’s quarantined at home. Kosowski calls Plan S “a preemptive shift” away from being a traditional manufacturer of combustion vehicles to one focused on electric vehicles, electrified vehicles and mobility. First up will be a dedicated new PHEV model coming to the U.S. by yearÂ’s end. There are no real details offered, but Kosowski brings up the HabaNiro crossover and Imagine concepts as examples of KiaÂ’s design excellence and innovation. The brand has already said the Imagine will go into production within one or two years, but it was never clear whether the “large C-segment car,” as they described it, would make it here. Imagine by Kia Concept View 12 Photos More is said about KiaÂ’s first dedicated EV model, due here by the end of 2021 — possibly earlier in other markets — and riding on a dedicated new EV platform. “ItÂ’s a crossover design that really blurs the line between passenger cars, CUVs, crossovers, itÂ’s a little bit car, a little bit crossover,” Kosowski says. It will have a range of about 300 miles and sub-20-minute fast-charging time. “In the end it will be a very stunning, dramatic new Kia EV, something that youÂ’ve never seen before.” The range figure squares with what Kia advertised with the HabaNiro concept, which it unveiled at the 2019 New York Auto Show, while the automaker has described both it and the Imagine as blurring traditional vehicle segment lines. Both concepts will doubtless lose some of their more fanciful elements — bye bye, HabaNiro's lava red interior — on the way to production, however. Kia is developing a new EV platform that it will share with Hyundai.

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.

Are old airbags killers?

Takata airbags may not be the only ones with some very serious problems. A new report from TheDetroitBureau.com claims that the National Highway Traffic Safety Administration has opened its second investigation into bad airbag inflators, and this time, they aren't from Takata. The focus of this latest case is on the airbag inflators in some 500,000 older Chrysler Town and Country minivans and Kia Optima sedans, all of which come from ARC Automotive. While the Takata case looks at problems stemming from the engineering and production process, the ARC investigation focuses on the age of the inflators. As TDB explains, airbag inflators are essentially what the military refers to as shaped charges, sort of like Claymores (for fans of the Call of Duty series). In combat, they blow up in a specific direction, protecting those behind the explosion, although in the case of airbags, the explosion "[creates] a precise rush of hot gases" that inflate the bags. NHTSA's worry is that with the increased average age of today's vehicles, years and years of being bounced, jolted, and shaken about and exposed to often-radical temperature changes have altered the nature of the explosives in these vehicles, causing too big of an explosion. "It may be a reasonable assumption that as these things age they deteriorate." – Analyst George Peterson "It may be a reasonable assumption that as these things age they deteriorate," analyst George Peterson told TheDetroitBureau.com. NHTSA boss Mark Rosekind backed up aging angle. "Cars are lasting on the road a lot longer than ever before," Rosekind told TDB, adding that seals could start breaking down. "Is aging now an issue? That's part of the investigation going on." NHTSA has only identified two "incidents" so far, although according to Center for Auto Safety Director Clarence Ditlow, there's genuine concern that there could be additional unidentified cases. "Could we have missed more? That could be the case," Ditlow told TDB, citing the misidentified deaths in the Takata investigation. Ditlow was quick to point out that, even in older vehicles, airbags are much more likely to protect than harm. "No one is saying you should disable your airbags," the safety advocate told TDB. "You're far more likely to be helped than hurt by one if they go off." At least one automaker, meanwhile, has already been advised of the investigation by NHTSA and is checking its airbags.