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Kia hires Morpheus from The Matrix for Super Bowl ad

News of the Kia brand's inclusion in this year's onslaught of Super Bowl ads got out in December of last year, but other than the fact that the coming K900 flagship would carry the day, we knew nothing about the spot. Now AdWeek has revealed that it is Morpheus - he of The Matrix and guru for The One - who will guide us into a previously inconceivable reality in which Kia is a luxury car maker.
What we'll get is a 60-second spot produced by David&Goliath agency, following Morpheus (played by the man who made him famous, Laurence Fishburne) as he does the thing he does best: presenting a choice to a couple at a valet stand, allowing them to choose a red key or a blue key and, Kia would certainly want us to believe by the end of an "unforgettable ride," the truth.
It's Kia's fifth straight trip to the Super Bowl so it knows what to expect, but the task Morpheus has this time - to free your mind concerning the K900 - could be a task just as large as defeating all the agents and sentinels seeking Zion.

2019 Kia Forte First Drive Review | Slow, but steady

PITTSBURGH, Pa. — Kia is in the midst of an sea change. The Stinger's release has shifted the brand's focus away from simply being rebadged Hyundais, giving the Korean automaker a new identity. The Soul and Niro have been solid and unique products, but one or two cars aren't enough to move the needle, especially in the eyes of the public. Our long-term 2018 Kia Stinger GT is a fantastic car, but it still gets plenty of "that's a Kia?" comments out in public. If Kia wants to reinvent itself in this new image, every product is going to have to look and feel as if it was cut from the same cloth. For 2019, the Kia Forte is entering its third generation, having debuted a decade ago as replacement for the Spectra. Like the previous two models, the new Forte shares more than a little with its corporate sibling, the Hyundai Elantra. Kia claims the Forte is more than just an Elantra with handsome new sheetmetal, with some minor updates and changes underneath the skin. There are some allusions to the Stinger in the Forte's design — thin, sweptback headlights, a wide lower air intake up front and full-width taillights in the rear. Both cars are also sprinkled with a number of black accents. It's clean and more distinctive than the recently refreshed but still conservative Elantra. The Forte's interior is less Stinger and more Optima — not quite as bold as the exterior might suggest, but purposeful. There are the practical details that make a difference: small spaces for your phone, sunglasses and more. The Honda Civic offers more, but the Forte is near the top of its class. Like the Elantra, the Forte's seats are comfortable and well positioned, though I do wish there were a little more thigh bolstering. Base models come with cloth, though heated and ventilated leather seats are standard on the top-tier EX trim. The EX also comes with two USB ports and an optional wireless charger. Fit and finish are impressive, too. There was nary a rattle or panel gap to be found. Kia's focus on improved noise and vibration was immediately evident, too. Both wind and road noise were both mild, with just a little bit of sound coming from the car's A-pillars. The chassis has been stiffened significantly compared to the Elantra, and it definitely comes across on the road. The overall impression inside is that it looks and feels as well-built as anything coming from Japan and better than some of the Americans. Unfortunately, things aren't quite as rosy when you get moving.

Kia unveils SP Signature concept at Seoul Motor Show

The Seoul Motor Show is alive and kicking, and Kia has used its home event to display two new concepts. One is the Mohave Masterpiece large SUV, which is what our Borrego could have become if the Borrego hadn't been sent to slaughter in 2009 after just one year on sale here. The other concept is the SP Signature, said to preview a compact crossover Kia will sell around the world starting later this year. The four-door is a toned-down, more production-ready version of the SP concept unveiled at India's Auto Expo last year. The car's a bit of a cryptid, with few facts and plenty of fuzzy details to go on. The SP Signature concept apparently began as an Indian-market product, then morphed into a worldwide offering. Kia said the "SP Concept hints at the company's plans to introduce a new small SUV for its global markets," but that "hint" has already been confirmed; Kia Motors CEO Han-Woo Park told Automotive News last October that the U.S. would get a new compact crossover in late 2019, and a prototype matching the Signature's profile has been spotted testing. Slotting in below the Sportage and about the size of the Hyundai Kona, the reported retail name is Tusker, but we aren't sure that name will apply here. Although the Signature evokes Kona vibes, detailing makes the Signature look more technical and hawkish than the Kona, which we like. Rumor also has it that the so-called Tusker won't include all-wheel drive as an option so as to leave daylight between it and the Sportage. Several outlets have posited a debut at the New York Auto Show, partly because the N.Y. show put out a press release listing Kia as one of the automakers with a world debut. That press release has since disappeared, and with Hyundai having announced the even smaller Venue crossover for New York, it's possible Kia could have to give way to big brother.