2016 Kia Optima Ex 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.

Rumor suggests Kia Soul EV replacement will not come stateside

The replacement for the Kia Soul EV may not come to the United States after all. Despite the company's plans to introduce it here last year, presumably as a 2020 model, a Kia source has reportedly told Roadshow that plans to bring the next-generation compact electric hatchback to the U.S. have effectively been canceled. While Kia has not officially commented on the current status of the Soul EV, its delayed introduction is a troublesome signal to those who hoped to see the second-generation electric hatchback on U.S. dealer lots. While a delay of just a year is fairly minor compared to what we've seen from some promised introductions in the past decade (looking at you, Mazda), this rumor — combined with the lack of official updates from Kia — is nonetheless concerning to those who were excited by the prospect of Kia's small EV returning.  The Soul EV has been on sale in Europe since late last year. It can drive for up to 243 miles on a single charge, which is about double that of the last-generation model. Kia originally blamed the delay on supply issues related to its battery pack, which it shares with the Hyundai Kona Electric, and Kia Niro EV. Roadshow speculates that priority is being given to the Niro here in the United States, as it is already on sale and its crossover format gives it an advantage with American buyers. When reached for comment, a Kia spokesperson confirmed that the company is focused on Niro EV deliveries and that the Soul EV is not expected to arrive any sooner than 2021, but stopped short of confirming that it is currently on track for release next year.  If this rumor turns out to be accurate, it will be a blow to the compact electric car segment, as the Soul EV looked to be a highly competitive entry, with more polish and refinement than the Chevrolet Bolt and a healthy range advantage over the Nissan Leaf.  Related Video:

Kia wants 11 green cars by 2020

Kia will invest $10.2 billion in an effort to become a more environmentally friendly automaker over the next five years, and the recently teased Niro hybrid crossover will be just the tip of the iceberg. The Korean automaker wants to more than double its green car lineup by 2020 to 11 models from the current four with plans for new hybrids, PHEVS, EVs, and even a hydrogen fuel-cell vehicle. This green rollout will start with an Optima PHEV (the 2014 hybrid variant is shown above) with a lithium-polymer battery and will continue with the Niro CUV. Spy shots also suggest both Hyundai and Kia have other dedicated hybrids under development, and rumors hint at their arrival in showrooms in 2017. "Global market demand is shifting to electric vehicles, with oil prices predicted to rise in future," Ki-Sang Lee, the senior vice president at Kia's Eco Friendly Vehicle R&D Center, said in the investment's announcement. Kia is already familiar with fuel-cell tech thanks to public testing in 2009, but the automaker really wants to push development with a mass-produced model in 2020. The new FCEV would use a 15- percent lighter and five-percent more efficient stack versus current units, and the setup would offer an estimated range of over 497 miles. The company hopes to build 1,000 of these vehicles annually at first. The automaker's green plan will also aim to boost the brand's average fuel economy by 25 percent from 2014 levels. To make that happen, Kia will replace seven of its 10 engine families and will cut the weight of future vehicles by five percent. The next-gen models will use more efficient transmissions too. KIA MAPS OUT FIVE-YEAR AMBITION FOR GREEN CAR LEADERSHIP Green car line-up expected to grow from four to 11 models by 2020 Kia targeting hydrogen fuel cell vehicle production within five years Kia aiming to improve average fuel efficiency by 25% over 2014 levels Roadmap for low emission cars includes clean combustion, hybrid- and pure- electric vehicles, and hydrogen fuel cells 70% of current engine range set to be replaced by more efficient units Kia Motors today announced its mid- to long-term plans for the development of a greatly increased range of environmentally friendly vehicles. The brand's 'green car roadmap' sets out Kia's ambition to become a leader in the low emissions car market by 2020.