2014 Kia Forte Ex on 2040-cars

Auto blog

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.

Refreshed Kia Optima Hybrid continues to blend good looks and efficiency

With all the excitement at the Kia stand surrounding the new Soul EV, it's easy to forget that there were other cars on display at the Korean marque's Chicago Auto Show display. The Niro Concept from the Frankfurt Motor Show made an appearance, but the other production model on display was the refreshed Optima Hybrid (which was tucked away in a corner).
Like the standard Optima, which was refreshed at the 2013 New York Auto Show last year, the hybridized sedan gets a slightly restyled face and rear end. As we told you in our official post on the car yesterday, the gas-electric powertrain of the 2014 Optima Hybrid still deploys 199 total system horsepower and 235 pound-feet of torque. Buyers of the base LX car will net 36 miles per gallon in the city and 40 on the highway, while the upmarket EX loses a mile per gallon in both environments.
Have a look at our live gallery of the new Optima Hybrid, from the floor of the Chicago Auto Show.

Kia previews upcoming Niro hybrid crossover

Kia is gearing up to launch a new hybrid crossover. Called the Niro, it's touted as the first of its kind in South Korea. And here we have our first glimpse of what it will look like. Previewed in this pair of teaser renderings, the Niro will be a dedicated hybrid crossover. The automaker says that the powertrain will be based on a 1.6-liter version of Hyundai's Kappa engine producing 105 horsepower and 108 pound-feet of torque. That seems a little low to us for an engine that size, considering that the same size engine in the Rio produces 138 hp and 123 lb-ft, but we'll see how the final specs work out. It's slated to be paired to a six-speed dual-clutch transmission, an electric motor good for another 47 hp, and a 1.56-kWh battery pack. The hybrid powertrain will be packed into a compact crossover with what looks to be a fairly sleek design. Up front, you'll see the brand's signature tiger-nose grille, angular headlights, sculpted flanks, a relatively high belt line, and an aggressive rear end. Of course, the wheels on the final version won't fill the wheel wells quite as much, and you can expect them to be wearing narrower tires with low rolling resistance, as befits a dedicated hybrid. The Niro name was previously applied to a more rounded crossover concept unveiled at the 2013 Frankfurt Motor Show. The production model with its hybrid powertrain will form part of Hyundai-Kia's endeavor to reduce its average fleet fuel consumption by 25 percent by 2020. It's slated to launch in some markets in the first half of next year. Related Video: