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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 warn of $2.9B earnings hit over engine issues

SEOUL — Hyundai Motor and affiliate Kia Motors warned of another $2.9 billion of provisions related to engine issues, bringing their total hit from the years-long quality problem that has tarnished their credibility to nearly $5 billion. Hyundai Motor Group said on Monday their third-quarter earnings would reflect quality-related costs of a combined 3.36 trillion won ($2.94 billion), of which Hyundai accounted for 2.1 trillion won and Kia for 1.26 trillion. Hyundai and Kia, together the worldÂ’s No.5 automaker, recalled nearly 1.7 million vehicles in 2015 and 2017 in one of their biggest recalls in the United States, citing an engine failure that raises the risk of crashes. In 2017, U.S. safety regulators began to investigate if the recalls had covered enough vehicles and were done in a timely fashion. That followed concerns reported by a South Korean whistleblower, a former quality official at Hyundai, to the U.S. National Highway Traffic Safety Administration (NHTSA). Hyundai was being investigated by U.S. prosecutors over whether vehicle recalls were conducted properly, Reuters reported in 2018. From 2017 to 2019, the two firms have earmarked a series of provisions mostly to address engine-related issues, which amounted to about 2.04 trillion won, according to Reuters' calculation. The latest provisions reflect higher-than-expected replacement rates for Theta II GDi engines of old vehicles subject to recalls, as well as growing consumer complaints over the same engine and other engines not subject to recalls, Hyundai said. The engine is in a wide variety of vehicles. "Hyundai has repeatedly said it does not see any more costs related to the Theta II engine issues, and the latest recall would deal a fatal blow to Hyundai's credibility," Sean Kim, an analyst at Dongbu Securities said. "I am worried." He expected Hyundai and Kia to swing to losses for the quarter from July to September, hit by the provisions. Hyundai Motor closed down 2.3% and Kia Motors ended down 1%. ($1=1,141.42 won)   Earnings/Financials Recalls Hyundai Kia

LeBron James ad claims $10M fan bet proving he drives K900

As one of the nation's most famous and top paid professional athletes, LeBron James' Kia K900 sponsorship has always left us suspicious to its sincerity. The basketball player could buy any other vehicle in the world but claimed to be a fan of Kia's rear-wheel drive sedan even before he signed up as the brand's pitchman. While no weirder than many other NBA auto ads, the idea is still hard to believe. The company now wants to challenge the cynics with a three-commercial campaign called The Truth that stars King James responding to actual tweets about him driving the K900. The first commercial titled Ten Mil (above) starts with James checking Twitter and finding a skeptic that bets $10 million that the player doesn't drive the K900 to games. Since that's not the case, James confirms that a wager on social media is a binding contract and hops in the Kia with an armored car following him to go pick up the cash. However, the spot misses the mark slightly because we still only have James' word that he really takes the Kia to games Once the spots start airing, you can bet Cleveland fans start keeping an eye on how the player arrives to Quicken Loans Arena. It better be in the K900 for this campaign to work. LEBRON JAMES TELLS "THE TRUTH" ABOUT DRIVING HIS KIA K900 LUXURY SEDAN 11-Time NBA All-Star Responds To Real Tweets in New Ad Campaign First of three spots from "The Truth" campaign will begin airing on TV tonight and can be viewed at Kia.com and YouTube.com/Kia Multiplatform campaign will run through the remainder of basketball season and includes television, digital and social media elements IRVINE, Calif., December 3, 2015 – Last year, when LeBron James Tweeted "Rolling around in my K900. Love this car!!" and later stated he was a K900 driver before becoming Kia Motors' luxury ambassador, naysayers took to social media to question the validity of his claims. Now, with sales of Kia's rear-drive luxury sedan up considerably over 2014 levels, the 11-time NBA All-Star and avid car collector is tackling that skepticism head-on to prove the K900 is in fact "Fit For A King" in a new ad campaign from Kia Motors America (KMA).