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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.

Melissa McCarthy sent fleeing in the Kia Niro Super Bowl teaser

The Super Bowl is drawing near and with it comes a cavalcade of over-the-top and outrageously expensive mid-game ads. The cult of the commercial has grown so large that 60-second ads are getting 15-second teasers. For Kia's eighth year at the Super Bowl, the Korean automaker will be promoting its new hybrid, the Niro. The company released a new trailer hyping its third-quarter ad slot. The teaser doesn't actually feature the Niro. Instead flag-waving actor Melissa McCarthy is shown screaming and fleeing across a field from some unknown assailant, presumably the Niro's rival, a Toyota Prius, done up like the War Rig from Mad Max Fury Road. Kia promises the game day commercial will trace "a heroic and harrowing journey stretching from the polar ice caps to an arid desert" all while showing why the Niro is a new type of crossover. We really just want to know what's written on the flag. Related Video:

Recharge Wrap-up: Venturi seeks funding for speed record, Kia partners on V2G

Venturi Automobiles has started a crowdfunding campaign to help break an EV speed record. Venturi's goal, with the help of The Ohio State University, is to set a new FIA World Speed Record for Battery Powered Electric Vehicles of over 7000 pounds with its VBB-3. Venturi set the current record at 307 miles per hour, but wants to exceed that this September at the Bonneville Salt Flats. Funders can score merchandise like T-shirts, miniature models, and even their name on the side of the car. Learn more at Venturi Automobiles' Kickstarter page. Kia is providing six Soul EVs to UC Irvine's Advanced Power and Energy Program (APEP). APEP is using the electric vehicles for the development of vehicle-to-grid technology and smart charging systems. Kia says the collaboration is helpful in its goals of expanding EVs over the next five years. "Grid-connected electric vehicles offer tremendous potential in terms of energy storage and dispersion during high-demand periods," says Kia VP of Product Planning Orth Hedrick, "and Kia is excited to collaborate with APEP in the study and development of advanced smart grid technologies." Read more from Kia, or at Green Car Congress. Daimler is launching its Mercedes-Benz Energy brand for stationary energy storage. Taking on the likes of Tesla with its Powerwall, Daimler began shipping battery packs for residential energy storage in Germany in April, with an eye toward solar systems. Now, with its new brand, the company looks to expand to the global market. "By founding Mercedes-Benz Energy GmbH, we are underscoring our ambition to be a technological and market leader in the field of highly efficient storage systems," says Daimler's Harald Kroger. "With our unique combination of high standards of quality and safety and positive economies of scale, we are supporting the success of the new energy era while helping to make electromobility affordable." Read more in the press release below. Daimler Establishes Mercedes-Benz Energy GmbH for Stationary Energy Storage Daimler AG is continuing to expand its network of expertise in the field of lithium-ion battery applications. Within this innovative line of business, the newly established Mercedes-Benz Energy GmbH is assuming the development and global sale of Mercedes-Benz brand stationary energy storage with immediate effect. Thus, Daimler is focusing even more on the growing market for stationary batteries.