Expert Chat: Kia is Killing it. Here’s Why!

Nutley Kia is thrilled to invite, Connie Keane, the owner of Ask Auto Experts, a well-known car review site, to share her point of view regarding Kia. She is going to explain how Kia grows from a small korean car company to a prestigious automotive brand and stand out from all the . Let’s take a look at Connie’s article to learn more about

Guest Author: Connie Keane

Kia is on an historical roll with car buyers. Its U.S. headquarters issued a statement at the end of June that sales capped off “the greatest first half performance in company history.”

How has this small car company captured a hold on the hearts of American car buyers? As the head of a publications syndicate, Motor Matters, I manage a team of professional automotive writers whose articles are read by thousands of consumers across the country.

To get perspective on Kia, I delved into our article archives from the past 18 months to track what my field reporters have been writing on the Kia brand. These writers meet face-to-face with Kia decision makers and road test its vehicles.

Here are 7 conversations and driving impressions that capture the momentum Kia has been building with consumers.

1. Boxed In: Kia Succeeds Where Others Struggle

So why is Kia’s Soul a total home run, outselling itself year after year while the Scion and Cube aren’t getting to first base?

“First, the marketing around the Soul has been spot-on,” claims James Hope, spokesperson for Kia Motors America. “The hamsters nailed it for us and we successfully tied in different contemporary music like Electronic Dance, Indy-type, Rock, and Pop. That advertising appealed across demographics like millennials and boomers.

“Then, value has been a big thing for us. We offer lot of content and a big warranty. It’s for people within Metropolitan areas who need a car that doesn’t take up a lot of room but has the hauling capacity of a Sportage,” continues Hope.

“The car was lightning in a bottle for our brand. We could differentiate ourselves from Hyundai. And the breakout from them turned out to be a really good move for Kia. — Kate McLeod

 

2. Kia: Hamster Sensation Leads to Celebrity Endorsements

Kia ranks in the top 10 of all automakers on the J. D. Power quality rating scale, ahead of Lexus and Mercedes-Benz. That’s just one of the recent awards for Kia, which also has been rated as the best value brand by KBB, and a top 10 for residual value by ALG.

“We’re just getting started. We have big plans,” Kia’s Director of Marketing Tim Chaney told me at a recent event.

To earn consumer confidence early in its introduction to the U.S. market, Kia chose to offer a 10-year, 100,000-mile warranty, double or triple what other, more dependable, manufacturers offered. That industry-leading warranty is still offered, and actually has been expanded over the years: In addition to roadside assistance, the warranty now includes trip interruption coverage to reimburse drivers for meals or other expenses in case they are stranded more than 150 miles from home.

Everybody is making great cars these days, Chaney said, adding “we have to distinguish ourselves by how we treat our customers.”

Beyond the hip-hop hamster, Kia also has hired human celebrities as product pitchmen, including actor Pierce Brosnan and basketball legend LeBron James. Chaney explained that James came to them, rather than the other way around. — Evelyn Kanter

 

3. Kia’s Corporate Ambition: Luxury Buyers

The 2015 Kia K900 is the company’s first plunge into luxury. The interior has natural wood accents, a 16-way driver’s seat and a panoramic sunroof. The K900 is also Kia’s first V-8-powered sedan. The optional V-8 produces 420 horsepower; the base V-6 model produces 311 horsepower; both engines are shifted by an eight-speed automatic transmission.

As Scott McKee, director of corporate communications for Kia, noted at the K900 reveal in California, “We don’t follow convention.”

He explained, “We have a tech-obsessed customer, intent on design and quality and we think that we can tick off all of their boxes. And we believe that shoppers are looking for new and upcoming brands.

Kia has also endowed the model with an exceptional array of standard comfort and convenience features, along with an outstanding warranty. We’re talking 10 years or 100,000 miles on the powertrain, five years or 60,000 miles bumper to bumper, plus five years or 60,000 miles of free roadside assistance. — Holly Reich

 

4. Kia Optima Channels Audi

If you see more than a hint of Audi in the crisply extruded lines of the Optima, it’s because Kia’s head of design – Peter Schreyer – spent a number of years formulating the current styling language of the premium German brand. As a result, Kia’s models are now gifted with looks far exceeding what is typically expected in their price range.

In other words, Optima looks way more expensive than it actually is.

Given the price of the Optima (starting at $21,659), it isn’t really fair to expect it to be as sophisticated as an Audi. Where the Kia differentiates itself is in its ability to offer – at a reasonable price point – a handsome appearance with decent performance, along with an outsized list of comfort and convenience features.

The cockpit is logically arranged and speaks to the fact the interior of the Optima is focused around its driver. Further, it is finished with soft-touch materials pretty much everywhere some part of your body would come into contact with it. — Lyndon Conrad Bell

 

5. 2016 Kia Sorento: Silent Contender

The first thing you notice about the 2016 Kia Sorento is what you don’t notice: Ambient noise. In an age when many cars, crossovers and trucks have reached new depths of silent running, the Sorento stands out.

Sure, there are muted sounds that make their way through the chassis and insulation, but they’re mostly from the lousy urban streets and freeways that are the inevitable result of lack of maintenance. But place the new Kia 2016 Sorento on newly paved asphalt and even those sounds are nearly nonexistent.

The near absence of mechanical, road and wind noise was augmented by comfortable, well bolstered seats up front. Quality materials and workmanship with classy piano black trim characterize an interior in which instruments and controls are well located and intuitive in use.

The V-6 engine is a smooth, quiet performer with good low rpm torque and strong acceleration. Power gets to all four wheels through a six-speed automatic transmission that shifts unobtrusively. It has a manual shift mode operated by paddles mounted on the steering wheel. — Frank Aukofer

 

6. All-New 2015 Kia Sedona: On the Go Hauler

— So the Sedona is an all-new 2015 model, in which Kia has invested a total effort, redesigning it to look less like a minivan and more like the resoundingly popular crossover utility vehicles (CUVs).

With new styling, packaging, and interior design, Kia calls the Sedona a multi-purpose vehicle rather than a minivan. But there’s nothing to be ashamed of, a the minivan is arguably the most useful vehicle on the planet, with superior passenger and cargo space, fuel economy, and handling compared to big SUVs.

A 3.3-liter direct injection gasoline V-6 engine sends 276 horsepower to the front wheels via a six-speed automatic transmission. Ride, braking, and handling are competent, with a rigid chassis and negligible body lean around curves. The interior is whisper quiet with little intrusion of road, mechanical, or wind noise. Fit and finish look and feel are exceptional. — Arv Voss

 

7. Urban Home Run: Soul from Seoul

Kia is on a good track with the Soul. Followed by the Optima, the Soul is Kia’s best-seller. Today, the Soul continues to pull Kia forward in design, driving dynamics and technological features.

On the outside, the square shape, straight posture, wraparound greenhouse, high taillights and standout fender flares distinguish the Soul from the field of other urban hatchbacks.

On the inside, the Soul uses the visual inspiration of droplets falling into a still pond. Tom Kearns, chief designer at Kia’s California studio explained, “The design is organic, like the human body, and we feel it makes the interior that much more appealing to the driver and passengers.”

Michael Sprague, chief operating officer, Kia Motors America, summed it up, “The Soul is still fun and funky and true to its roots. It embraces passions with technology music and community. But bottom line, the Soul is a state of mind, not an age.” — Holly Reich

 

Consumer loyalty and trust are growing for Kia, backed up with value and an outstanding warranty. Reaffirming its position is the recent announcement by the J.D. Power 2015 Initial Quality Study that recognizes Kia as the second highest scoring nameplate industry-wide and first among non-premium brands.

I currently drive a 2011 Nissan Maxima — and I love this car for its exterior beauty; the undulating side body curves are sensuous and the jewel taillamps are sophisticated and Audi-inspired. The ride is sporty and the V-6 engine delivers a powerful response. However, I am soon in the market for turning this car in for something new. I’m putting the Kia Optima on my test-drive list this summer.

 

About Connie Keane:

Connie Keane is an automotive expert of Motor Matters, an automotive content solution provider. With unique perspective in the auto industry and excellent writing skill, her articles can be seen in many national media publications. She also owns a high quality car website, Ask Auto Experts, where she provides automotive reviews, car buying guides, auto repairs information and many other useful car related tips. For more information about Connie, please visit http://www.askautoexperts.com/

 

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