2015 Kia Sorento Lx 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, Kia recall 640,000 vehicles for leaks that can cause fires

DETROIT — Korean automakers Hyundai and Kia are recalling over 600,000 vehicles in the U.S. and Canada to fix a brake fluid leak that could cause engine fires. The recalls cover more than 440,000 Kia Optima midsize sedans from 2013 through 2015 and Kia Sorento SUVs from 2014 and 2015. Also covered are 203,000 Hyundai Santa Fe SUVs from 2013 to 2015. The affiliated automakers say brake fluid can leak inside a hydraulic control unit for the anti-lock brakes, possibly causing an electrical short that can lead to fires. Kia's recall will start Oct. 15, while Hyundai's will start Oct. 23. Dealers for both companies will inspect the control units for leaks and replace them if needed at no cost to owners. In company documents posted Thursday by U.S. safety regulators, Hyundai said it had 15 reports of engine fires caused by the fluid leaks, while Kia said it had eight. Hyundai said it's not aware of any injuries, and Kia said it had none. Hyundai said in a statement that there's no need to park vehicles outdoors before the problem is fixed, but if the anti-lock brake warning light comes on, owners should not drive their vehicles and should contact a dealer. They also should disconnect the 12-volt battery by removing the positive cable, the company said. Hyundai documents said the company received its first complaint about an engine fire in a 2014 Santa Fe in April 2018, and it started an investigation. Kia began investigating after getting a complaint of a melted control unit in a 2015 Sorento last February. The recalls are the latest in a series of engine fire problems that have plagued the two automakers and have touched off investigations by the U.S. National Highway Traffic Safety Administration. In February, Hyundai recalled nearly 430,000 small cars for a similar but apparently unrelated problem. The company said water can get into the antilock brake computer, cause an electrical short and possibly an engine fire. That recall covered certain 2006 through 2011 Elantra and 2007 through 2011 Elantra Touring vehicles. The company said the electrical short could cause a fire even when the cars are turned off. Hyundai said the latest recall is not related to the previous recalls or the U.S. investigations.

U.S. Senate panel wants Hyundai, Kia to testify about engine fires

WASHINGTON — The Senate Commerce Committee's Republican chairman and ranking Democrat said on Wednesday they had asked top U.S. executives at Hyundai and Kia to testify at a Nov. 14 hearing on reports of engine fires involving vehicles from the Korean automakers. The call to testify comes after safety advocates raised concerns about fires in vehicles not involved in collisions. The nonprofit consumer advocacy group Center for Auto Safety said last week that 103 fire complaints had been filed with U.S. safety regulators since June 12 and urged an immediate recall of nearly 3 million vehicles. Hyundai said in a statement it had received the request to appear "and is currently reviewing it." The company added it "actively monitors and evaluates potential safety concerns, including non-collision fires, with all of its vehicles and acts swiftly to recall any vehicles with safety-related defects." Kia did not comment. Shares of Hyundai Motor fell as much as 3.8 percent in Seoul trading on Thursday. Kia Motors stock also slid 3.7 percent, while the wider market was down 0.6 percent as of 0232 GMT. In May 2017, the National Highway Traffic Safety Administration (NHTSA), an agency of the U.S. Department of Transportation, opened a formal investigation into the recall of nearly 1.7 million Hyundai and Kia vehicles over engine defects. A South Korean whistleblower in 2016 reported concerns to NHTSA, which has been probing the timeliness of three recalls carried out in the United States and whether they covered enough vehicles. Sen. Bill Nelson, the top Democrat on the Commerce Committee, said a non-collision fire death had been reported last year in a 2014 Kia Soul. "We've got to get to the bottom of what's causing these fires," Nelson said in a statement Wednesday. "Car owners need to know if their vehicles are safe." The letter to the automakers, also signed by Sen. John Thune, who chairs the committee, said the hearing will also "examine efforts to mitigate vehicle fires and promptly identify and respond to defects that may pose a fire risk" and invites the chief executives of Hyundai and Kia's U.S. units to testify or their designee. In 2015, Hyundai recalled 470,000 U.S. Sonata sedans, saying engine failure would result in a vehicle stall, increasing the risk of a crash. At that time, affiliate Kia did not recall its vehicles, which share the same "Theta II" engines. In March 2017, Hyundai expanded its original U.S.