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Hyundai/Kia's Prius rival to arrive by 2017

The Toyota Prius is the undisputed king of the hybrid market, but Hyundai and Kia are hoping to challenge its reign in the coming years with their own dedicated model. However, in all likelihood this is the same technology being shared between them. "We will take the lead in the future by raising the competitiveness of our environment-friendly cars like hybrid-only cars, plug-in hybrid cars and fuel cell hydrogen cars," Hyundai Motor CEO Kim Choong-ho said to Reuters, during the launch of another vehicle in South Korea.
While Kim didn't say when the model would be ready, Autocar in Europe spoke to people at Kia, who said that the company's own hybrid was two years away and codenamed the DE. The initial vehicle is reportedly a five-door hatchback that's about 169-inches long, with more conventional styling than the Prius. Its powertrain is reportedly based around a 1.6-liter engine with electric assist. A plug-in version might follow later, and other bodystyles on the platform are possible. A recently spotted test mule might show the current state of development on the project (pictured above).
According to Reuters, the decision for the new vehicle comes in order to meet tighter emissions in some markets. However, it seems like a challenging move for the US market. Hyundai already sells its Tucson fuel cell in limited quantities and the Sonata hybrid, and Kia has the Optima hybrid and Soul EV. Industry analysts are also predicting that hybrids might have a hard time versus internal combustion engines in the coming years. In addition, Toyota is rumored to get fuel economy close to 60 miles per gallon for some versions of the next Prius. All of these factors make selling the models here a potentially difficult undertaking.

A hotter hamster wheel | 2017 Kia Soul Turbo First Drive

Finally. Finally. After much teasing, taunting, and auto show concepting, Kia is making its funktastic hatchbox, the Soul, with a turbocharged engine. The new, 2017 Soul Turbo takes all the good things about the standard car – the space, style, comfort, and long list of standard and optional equipment – and adds a dose of performance, courtesy of the 1.6-liter turbo four-cylinder also used in the Forte5 SX and Forte Koup, as well as Hyundai's Elantra Sport and Veloster Turbo. It was a long time coming. According to Kia, consumers like the Soul – to the tune of almost 150,000 units last year – but aren't as fond of its previous two-engine lineup, which previously topped out at a 161-horsepower, 150-pound-foot naturally aspirated four-cylinder. Alongside all-wheel drive, more power was at the top of the customer wish list. While all-wheel drive is absent here – the packaging is too tricky and the cost too high, Kia tells us – the Soul Turbo hits a market white space, offering small CUV utility with entertaining but not overwhelming straight-line performance. This is, in the end, a higher-power version and not a full-on performance model, and the changes were made without compromising the friendly look and comfort we like. Yes, the Turbo-specific 18-inch wheels look lovely, but they're shod in the same 45-series all-season rubber as the 18s available on other Souls. And while the handsome leather-wrapped, flat-bottom steering wheel is sporty, the supportive-but-not-claustrophobic seats are a reminder that this is an everyday vehicle. Even the exterior accents – new front and rear fascias, side sills, red exterior badges and accents, and a dual-tip exhaust – aren't enough to overshadow the Soul's funky, friendly, and cute look. Even the oily bits aren't free of Kia's balanced approach. Admittedly, that's not entirely evident after looking at the powertrain details. The turbo 1.6-liter produces 201 hp and 195 lb-ft of torque, which isn't a lot for cars like the Veloster Turbo or Forte5 SX, but compared to other small CUVs and the Soul's 130-hp non-turbo 1.6-liter and 161-hp 2.0-liter, it's a big improvement. That 2.0-liter engine is likable, with enough low and mid-range torque that we can't complain about the 4,700-rpm peak, but the total figures are so low and the Soul's 3,163-pound curb weight so high, getting anywhere briskly means wringing everything out of it. The Soul Turbo does not have this problem.

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.