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Kia using quality and technology to increase sales and brand prestige

Kia is a long way from hawking the anonymous lozenge known as the Sephia on our shores. That was only 1994, though, and in less than 20 years the company has gone from judging its aspirations against Japanese budget competition to walking auto show floors checking out the German standard-bearers for tips on how to increase sales and brand prestige. In an interview with Automotive News, Kia executives laid out their plan for carving out a Volkswagen-like niche for the company whereby they could be viewed as the premium pick in a volume segment. Concepts like the Kia Cub, above, would seem to point in this direction.
Kia is keen to make sure its sales targets don't impinge on its quest for better and better quality.
Kia's prime directive is "an unrelenting focus on quality." The Japanese brands earned a reputation for bulletproof reliability, and Kia is keen to make sure its sales targets don't impinge on its quest for better and better quality - neither in-house nor for its suppliers, a trade-off we've seen go wrong before. It has a Pilot Center that studies each new model for potential production problems before being given the approval for manufacture, and it isn't until the quality control department gives the okay that manufacture can begin.

Kia will unveil the new 2021 Sorento at the Geneva Motor Show

While the 2020 Chicago Auto Show is around the corner, Kia picked this year's edition of the Geneva show to introduce the next-generation Sorento. The popular crossover will arrive in time for the 2021 model year. The South Korean company explained it designed and engineered the new Sorento "to take on everything life can throw at it," and it published a pair of red-tinted teaser sketches to accompany its announcement. The images would normally give us our best look yet at the upcoming crossover, but spy photographers unabashedly ruined Kia's surprise by sending us a full gallery of images showing the soft-roader completely camouflage-free on the set of a commercial shoot.  The current-generation Sorento is one of the oldest cars in the Kia range, and the transformation is drastic. It receives a bolder, sharper look that falls in line with the company's current design language without copying its bigger or smaller siblings. Kia's design team has been on a roll in recent years, and the Sorento extends it. kia-sorento-teaser-24-1 View 2 Photos While our spies didn't get a look at the Sorento's interior, low-resolution spy shots published on Instagram confirm the transformation continues beneath the sheetmetal. The center console adopts a more rugged look characterized by brushed aluminum-like surfaces, and the infotainment system's touchscreen is now positioned on top of the dashboard instead of being embedded into it. We also expect to find nicer materials inside. What's between the fenders? Your guess is as good as ours, but Kia previously confirmed hybrid and plug-in hybrid models will join the range. Whether they'll be available at launch hasn't been made public yet. Additional information about the 2021 Kia Sorento will emerge in the coming weeks, and Autoblog will bring you live images of it straight from the show floor in Geneva on March 3. An American debut is likely scheduled for the New York Auto Show in April, and deliveries will begin shortly after. Pricing will start in the vicinity of $27,000. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.    

2020 Kia Telluride is an American-made SUV, for America

Given consumers' ravenous appetite for them, it's little surprise that Kia is introducing a larger, more upmarket SUV in the Telluride as the newest entry in its lineup. But the automaker turned to classic SUVs of yesteryear as influences for the intentionally boxy and very American design that it hopes will translate with consumers. Dubbed a midsize by Kia, the Telluride will slot above the entry-level, compact Sorento as the flagship of the Korean automaker's utility-vehicle lineup. Michael Cole, Kia's North America chief operating officer, said the midsize segment is forecast to grow from 1.6 million units sold in the U.S. in 2018 to 1.8 million in five years. "This was somewhere we needed to be," he said. It's also the first Kia designed specifically for the U.S. market, with its off-road features like on-demand electronic all-wheel drive transferring torque between the front and rear wheels and its strong, stiff body, further emphasized by its unveiling in Detroit on a landscaped "torque track" assembled in surplus space on the Cobo show floor. It'll also be built at Kia's plant in West Point, Ga. "It's very much a U.S.-targeted vehicle," Cole said. "We will have some export. But the message is, made in America, made for America, it's a U.S.-centric car." Designers at Kia's design center in Irvine, Calif. "wanted to get back to a traditional SUV styling," Chief Designer Tom Kearns said. "So many EVs and SUVs these days are trying to look sporty and more car-like, more sedan-like. We didn't want to go with that approach." Kearns said his design team members referenced old-school SUVs like the Ford Bronco, old Land Rovers and the original Chevrolet Blazer when creating the Telluride, Kia's largest SUV yet. "It's not retro, but we like the genuine feel and look, the purity of old-school SUVs with the long hoods, little bit more upright windshield, not a lot of glass angles, tumblehome a little more upright, just feels more purposeful and genuine to us," he said. "Our goal is very clean, very simple, not a lot of ornamentation, just a pure, nice form that's hopefully conveying a clean, functional appearance." Inside, the designers took largely the same approach, with a clean console that emphasizes horizontality and width, matte-finished wood and simulated brushed metal accents and big grab handles flanking the shifter that emphasize the vehicle's sense of adventure.