Kia’s Iconic Hamsters Travel through Time to Introduce Electronic Dance Music to 18th Century Opera Fans in New Soul Ad Campaign

IRVINE, Calif., August 30, 2012 - Kia Motors' music-loving hamsters, the stars of some of the most watched viral videos in the world over the last three years,return this weekend in a new campaign for the wildly popular Soul urban passenger vehicle that brings the 21st century's electronic dance music craze to a stuffy 18th century opera house. Set to "In My Mind" (Axwell remix), the hamsters take over an ornate theater with a never-before-seen display of modern music, high-energy dance moves, a laser light show and an epic stage dive that has the wig-wearing patrons on their feet and roaring with approval. "Bringing Down the House" will begin appearing on more than 18,000 movie screens nationwide in National CineMedia's FirstLook pre-show program on August 31, followed by the television debut during the MTV Video Music Awards on September 6 as well as presence on all Kia social and digital platforms including Facebook, YouTube and Kia.com.

From the beginning, the hip hamsters have had their paws on the pulse of pop culture and emerging music trends and the new ad continues to present the funky Soul as "A New Way to Roll." With a wide variety of soundtracks ranging from the classic hip-hop track "The Choice Is Yours" by Black Sheep to LMFAO's smash hit "Party Rock Anthem," previous Soul campaigns have significantly raised consumer awareness and perception and helped Kia become the fastest-growing car company in the U.S. over the last five years.¹ With more than 20 million views, 2011's "Share Some Soul" is the third most-watched automotive ad in YouTube history, and last year the hamsters were recognized as the Madison Avenue Advertising Walk of Fame's first-ever "Rookie of the Year" after being named the "Automotive Ad of the Year" for two straight years by Nielsen Automotive.

"From hamster wheels on city streets to a post-apocalyptic video game world, the hamsters have earned international acclaim and notoriety for the Soul and elevated the Kia brand by appealing to the young and the young-at-heart, and with 'Bringing Down the House' they are back with their infectious energy, enthusiasm and music," said Michael Sprague, executive vice president, marketing & communications, Kia Motors America. "The Soul is designed for a new, youthful audience that wants to stand out from the crowd and that carries through to our marketing efforts, which emphasize creativity, optimism and fun."

Created by David&Goliath, Kia's advertising agency of record, the new 60-second spot fuses old and new worlds by placing a spotlight on the emergence of electronic dance music, which has quickly found its way into the mainstream with some of today's biggest musical acts incorporating classical sounds and instrumentation into their arrangements.

"Bringing Down the House" starts with all the grandeur and scale of an epic Hollywood period film as ballet dancers, an opera singer and a slightly odd-looking conductor take the stage in 1799. As soaring music and vocals fill the air, the audience is stunned when the conductor is revealed to be a music-loving hamster in disguise. With the cast and audience looking on in shock, a futuristic Kia Soul rises through the stage floor and a hamster DJ spins this summer's electronic concert anthem, "In My Mind" remixed by Axwell – a member of the DJ trio, Swedish House Mafia. It doesn't take long before the sight of dancing hamsters decked out in colorful "Hamstar" clothing causes even the crustiest of the upper-crust crowd to lose their inhibitions. With the entire opera house on their feet and moving to the music, the hamsters make a memorable exit as their Soul travels through hyperspace with a hamster winking and waving its paw in the interstellar wind.

"Since the launch of the Soul in 2009, music has been a driving force in moving the Kia brand into the mainstream and connecting with consumers in a more relevant and conversational way," said David Angelo, founder and chief creative officer, David&Goliath. "Our theme line, 'A new way to roll,' enables us to always bring a fresh musical perspective to each Soul execution while staying current with the latest pop culture trends. In 'Bringing Down the House,' we take the conventional approach of remix and turn it on its head by blending the worlds of electronic dance music and opera in a way that is both musically and visually unexpected."

About the 2013 Kia Soul
With fun-to-drive performance and out-of-the-box styling, the 2013 Soul delivers impressive horsepower and fuel efficiency of up to 27/35 miles per gallon (mpg) city/highway,² along with a long list of standard comfort and convenience features, including Bluetooth^®3 wireless technology with steering wheel-mounted controls, steering wheel-mounted audio controls and a chrome-accented grille. Soul 2.4-liter I-4 equipped with the ECO Package also offers the fuel-saving ISG technology, which turns off the engine when the vehicle is not in motion, such as at a stop light or in traffic. The award-winning Kia Soul has been named as this year's No. 1 vehicle on the coveted "10 Best Back-to-School Cars in 2012" list by Kelley Blue Book's KBB.com, as well as honored as class best by two J.D. Power and Associates Studies: IQS and APEAL.

Kia's Unprecedented Growth
Kia Motors is one of the world's fastest moving global automotive brands; from 2009-2011 Kia launched more new vehicles in the U.S. than any other automaker, and under the guidance of chief design officer Peter Schreyer earned a reputation as an industry leader in automotive styling. Kia Motors America's full line of fuel-efficient and fun-to-drive cars and CUVs has earned critical acclaim and dramatically increased consumer awareness, perception and consideration for the brand. In 2011, KMA recorded its 17th consecutive year of market share growth, thanks in part to the largest increase of any major brand in perceived quality⁴ and the industry's highest brand loyalty ranking.⁵ Kia's U.S.-based manufacturing facility in West Point, Georgia – KMMG – is responsible for the creation of more than 10,000 plant and supplier jobs and builds two of the company's best-selling vehicles in the U.S. – the Sorento CUV and Optima midsize sedan*. Kia's value and technology-laden lineup also includes the Sportage compact CUV, Soul urban passenger vehicle, Optima Hybrid, Forte compact sedan, Forte 5-door compact hatchback, Forte Koup two-door coupe, Rio and Rio 5-door sub-compacts and Sedona minivan.

Courtesy of Kia Media

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Made in Europe – Production of the New cee’d SW Begins

Kia’s Zilina plant in Slovakia began the production of the new cee’d Sports Wagon (SW) on Wednesday becoming the second new model to be built at the facility this year. Demand for the new cee’d SW is expected to boost production at Zilina to 285,000 vehicles in 2012.

The previous cee’d SW accounted for more than 20% of the Zilina plant and this year, Zilina has produced 167,000 vehicles and 266,000 engines in the first seven months, recording 11% and 52% year-on-year increases respectively.

Kia’s new cee’d and cee’d SW were introduced at the 82^nd International Motor Show in Geneva earlier this year, and the reaction from fans and auto enthusiasts alike has been more than welcoming. Like the new cee’d five door, the SW combines a sophisticated exterior styling with high-quality interior materials and class-leading levels of refinement. It offers a selection of two gasoline and two diesel engines, and the SW also provides impressive practicality, boasting a load space of 528 liters with the rear seats upright, and 1,642 liters with the rear seats folded down.

Kia’s Zilina manufacturing facility is also preparing for the launch of the new three-door pro_cee’d, which will begin production in early 2013.

Courtesy of Kia-Buzz.com

 

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Monday Maintenance Tip: Coolant Flush

Coolant Flush – How Often is it Needed?

Real coolant flush entails removing all the fluid that is in the cooling system and replacing it with fresh one. The best method of removing all the fluid is hooking the car to the machine that will remove it while at the same time, it puts in fresh fluid. The coolant flush machine puts in the right amount of fluid.

 

The machines circulate the fluid in the vehicle cooling system for a number of times. This removes any kind of debris that could have accumulated for a long time. This is the only way that one can consider to have received the service that has been done in the right way.

 

Refills and Drainage

 

Coolant flush is usually confusing to many people as many think that it involves just draining and then refilling cooling system. There are others who assume that it is done by hooking it up to the flush machine and back flushing the system.

 

The difference between refill or drain and engine coolant flush is big. Draining and refilling is straight forward and has no difficulties while a flush needs one to have a coolant flush kit, draining and refilling just includes the drainage of a radiator and the reservoir.

 

It is then refilled with the some new fluid.  Before draining and refilling it is important to make arrangements on how the fluid should be drained as the old fluid cannot be poured down a drain or on the street.

 

Coolant Flushes and Solvents

 

Clearing contamination in the engine coolant system might be necessary  but  using a flush solvent  or any element  that  is used to clean  the cooling  system  will do more damage than  good. Getting the cooling system flushed using the flushing machine might be the right way but it is important to first ask is coolant flush necessary?

 

This depends on the reasons that have prompted the car owner to consider it but at times it might not be necessary and the cost can be saved. However there could be reasons why someone feels that it is necessary to have a it done and not just because there is coolant flush coupon that would cater for part of the cost.

 

If the PH of the cooling fluid is not the right one, there is a need to for flushing. It is also important to do a flush if it is noted that the coolant has been discolored. When carrying out such service the BMW and Toyota coolant flush cost might be different depending on where it is done but it is necessary to use a flush machine.

 

The advantage of using the flush machine is that there is an assurance that almost all the old coolant will be flushed out. Draining and refilling just removes only 50 to 60 percent of old fluid.

 

Frequency of Coolant Flushes

 

When it comes to maintenance of the cooling system that involves coolant flush how often should it be done? This is something that does not need to carry out frequently. There are mechanics who advise their clients to do it every year but it is not necessary and will only increase servicing cost for nothing.

 

Most of the cars that were built after the early year of 1990s have coolant that can last for at least five years or even longer. For all this period, no maintenance is required. Although this is a good service when there is a necessity to have it done, coolant flushing can be imposed on the customers who do not understand about the time when it should be done by mechanics who want to make extra cash.

 

The best thing to do after being informed by mechanic that there is a need for coolant flushing is to find out the exact reason why it should be done. Check your car manual; it is about 50,000 miles interval before it is needed for such thorough cleaning service.

 

Coolant Test Strips

 

It is possible to establish if there is a need for coolant flush even without the help of a mechanic. This is done by using by using testing strips that can be bought from most of the stores that sell auto spares. These strips make it possible to determine whether the coolant has the right PH.

 

By using the test strips one can establish the level of freeze protection and if there is a need for more additives. If it is necessary for such service the coolant flush kit instructions should be followed. Ensure that everything is needed and ready before starting the exercise.

 

Courtesy of CoolantFlush.net

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Next generation Kia Optima to showcase confident new design direction

The next generation Kia Optima makes its premiere in the country today at the 2012 Philippine International Motor Show and everyone in attendance will be amazed by this stunning addition to Kia’s existing models. Preparations for the launch has been going on for months and CAC was not afraid to go all out to introduce one of the most sophisticated models in the Kia line-up to date.

Setting new expectations in car manufacturing, Kia comes out with an impressive line of automobiles that is sure to change perceptions of the car brand. With the all-new Kia Optima as a flagship car, Kia now leads innovation in technology and design as seen with its impressive line of automobiles such as the Sorento, Carnival, Sportage, Soul, Rio and Picanto. Themed around Surpassing Expectations, the all-new Optima will be geared towards those who refuse to settle for the mediocre. With its distinctive styling and upscale interior, it’s sure to stand out among the midsize sedans already available in the market. Consumers won’t have to break the bank to get class-leading features; Kia fans can own the all-new Optima for only Php1.480M.

“The next generation Optima possesses the power to surprise,” says Peter Schreyer, Kia’s Chief Design Officer. “It’s a car that people will simply not expect from Kia – and that’s exactly what we set out to achieve.” With the launch of the Kia Optima in 2.4 EX 6-speed A/T variant, this D-segment model will complete the line-up of KIA vehicles in all car segments. The All-New Optima comes with a 2.4L Theta II Gas Engine with Dual CVVT, a maximum output of 180 ps @ 6,000 rpm, and a maximum torque of 23.6 kg-m @ 4,000 rpm. It has steering wheel mounted controls, 18 inch alloy wheels, glove box cooling, leather seats, panoramic double sunroof, full auto climate control, and rear parking assist.

For its exterior, the Optima exudes an athletic confidence from every angle and shut line – its raked roofline, the high and pronounced shoulder line of its sculpted flanks and its extended wheelbase are complemented by boldly flared wheel arches and a shallow glasshouse that create a saloon with a muscular and self-assured stance.

The striking visage of the Optima features a new interpretation of Kia’s bold ‘tiger’ family face that’s edged by piercing projector headlamps.

Longer, wider and lower than before, the Kia’s coupe-like profile is enhanced by the sweeping chrome arc that flows from A to C pillar, a distinctive design motif that visually lowers the car further still and enhances its cab-backwards proportions.

Spacious, and with class-leading levels of safety and luxury equipment, the Optima’s intelligently configured and driver-oriented cabin underlines this newfound poise and presence.

Offering occupants both space and comfort with a number of standard convenience features, the sedan’s chic cabin unifies with the exterior design by welcoming its passengers with lean and ergonomic seat design and effective storage throughout. Modern standard features such as six-way adjustable driver’s seat with power lumbar support, illuminated vanity mirrors and a trip computer further expand the cabin’s luxurious qualities.

“The Optima embodies Kia’s confident new design direction," says Schreyer. "It’s a global car with individual appeal."

Courtesy of Larawan@tKape

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Kia Motors earns environmental certificates from TÜV Nord

Nowadays, ‘environmentally friendly’ and ‘green’ are becoming cliché marketing terms used by numerous brands across multiple industries. However, Kia Motors has always respected the responsibility that these terms suggest, and believes that earning non-biased and accredited environmental certifications gives our customers a reason to believe not only in our brand, but also in Mother Nature.

 

Kia achieved an important environmental milestone this month by having three of its newest models earn renowned certifications for their minimal impact on the environment. Today, three bright researchers from our research and development center have contributed a special guest post that illustrates what it takes to earn these certificates and to be truly ‘green.’

It’s been a scorching summer with the heat wave, typhoon and all kinds of unpredictable weather phenomena happening here in Korea. Experiencing varying weather conditions brings to mind the underlying environmental issues that affect our planet’s climate such as global warming.

 

 

When Kia undergoes the development of new vehicles, we pay close attention to minimizing their impact on the environment. The ability to incorporate light weight and fuel efficient technologies while avoiding heavy metals can tremendously reduce the ecological footprint of automobiles on our planet. That’s why we continue to focus on being more environmentally friendly and going beyond just saying we’re “green” by actually showing results that our environmentally conscious customers can believe in.

 

With that said, we’re proud to announce that three new Kia vehicles have earned environmental certifications from TÜV Nord Group, the renowned independent technical inspection organization.

 

These environmental certifications are in accordance with the environmental policies of the International Organization for Standardization (ISO). They are achieved according to two major ISO standards: Life Cycle Assessment (LCA) based on the ISO 14040 series and Design for Environment (DfE) based on ISO 14062. We’ll explain the contents of the certifications briefly below.

TÜV Nord Group is an international certification organization with more than 10,000 engineers from approximately 70 different countries and is headquartered in northern Germany. They supervise the international certification process of all industries and are well known in the automotive sector. Accordingly, many top automotive brands in Germany have their environmental certification testing conducted by TÜV Nord Group.

 

Kia’s first TÜV Nord certification was earned in 2008 with the first generation cee’d, and this year’s certifications bring the total number of Kia models with ISO 14040 Life Cycle Assessment (LCA) certification to ten. Furthermore, both the first and second (current) generations of Kia’s cee’d C-segment vehicle for the European market have earned DfE: Design for Environment (ISO 14062) certifications, giving Kia certifications in all of major environment-related certifications from TÜV Nord.

 

What Does Environmentally Friendly Really Mean?

 

You might be wondering, “How can we define a standard for ‘environmental friendliness’? Is there really a clear solution to finding out if a new vehicle is ‘environmentally friendly’?”

 

This is where the Life Cycle Assessment (LCA) test comes into play.

Life Cycle Assessment (LCA)

 

In order to find out the exact rate that shows the environmental improvement from newly developed vehicles, Kia Motors has been utilizing a method called LCA. The LCA inspection examines the environmental impact of both the car and its overall manufacturing process throughout the course of its lifetime, taking into account factors such as choice of materials, engine exhaust emissions and recycling. So Kia’s new product development process includes the following five major steps that cover the development, production, repair and disposal phases of all Kia vehicles.

 

• Application of an eco-friendly check-sheet throughout the entire vehicle lifecycle
• Utilization of 3D drawings at the design stage for verifying recyclability
• Breakdown of the product during the development process to verify recyclability
• Usage of eco-friendly materials
• Streamlining the manufacturing process through improvements in materials and parts design simplification

• Calculate the input and output amount of substances used at all steps
• Multiply the amount of substance by its factor for causing environmental problems
• Calculate the environmental impact of the product during its entire life cycle

Kia Motors started applying LCA on vehicle parts in 2006, and we have building more experience over the years.

What about Kia Motor’s new vehicles in 2012?

cee’d, Quoris, and Upgraded Sorento

Kia Motors has continued to produce attractive new vehicles in 2012, which have all utilized LCA, such as the second generation cee’d, luxury Quoris sedan; the upgraded Sorento R; and the Optima Hybrid, which will soon be available in the European market.

 

So how much improvement does the cee’d, upgraded Sorento, and Optima Hybrid show in terms of environmental impact? Let’s take a look at the results.

With great looks and technology, the cee’d has captivated the European market, and compared to the previous model, its environmental friendliness has improved significantly. For instance, its Global Warming Potential (GWP) has improved by 15.6% over the previous model. The GWP is a measurement used to show the effects that the life cycle of a product has on global warming. In other words, this means that the cee’d produces 4.5 tons less greenhouse gases than before.

Acidification Potential (AP) measures the acid gases that are released into the air and potential for falling “acid rain” which is absorbed by plants, soil and surface waters leading to leaf damage that can negatively affect the growth of plants.

 

Photochemical Oxidant Creation Potential (POCP) is the scientific term for the amount of smog created in the overall product life process. Both AP and POCP improved by 13% and 7.5%, respectively for the cee’d.

The reasons for such significant gains in environmental improvement are better mileage and a reduction in exhaust gas emission.

Next is the upgraded Sorento, which was released this past July. Compared to its predecessor, the Sorento also improved significantly in terms of environmental friendliness. Its Global Warming Potential improved by 10.5% and its Acidification Potential by 7.3%.

The reason for its improved environmental friendliness is due to its mileage improvement and reduction of exhaust emissions.

The Optima Hybrid also improved dramatically over its previous models by a whopping 24.5%, and demonstrated Kia’s excellence in hybrid technology. This means that 8.9 tons of greenhouse gases and carbon dioxide have been reduced.

As you can see, Kia vehicles are increasingly becoming environmentally sound, and this has been proven through LCA testing and further validated by respected organizations such as the TÜV Nord Group.

 

Kia Motors will continue to strive for environmental sustainability and you can continue to count on us.

Courtesy of Kia-Buzz..com

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FREE ice cream at Paramount Kia Hickory!

Who doesn't love a nice scoop of ice cream? Today from 3pm to 6pm the radio station 106.9 the Light will be here broadcasting live! Free ice cream will be provided by Paramount Hickory and we hope to see you all there!

 

Quoris : Short Drive. Lasting Impression.

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Can’t you see yourself behind the wheel of this 2012 Soul? Stop in to Paramount Kia Hickory to test drive.

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Kia models ranked best in class for consumer appeal

Two car models from Kia Motors America, headquartered in Irvine, received the highest scores in a recent study by J.D. Power and Associates for consumer appeal. The Kia Optima and Soul were recognized as two of the most appealing vehicles within their class.

In the “Midsize Car” category, the 2012 Optima ranked highest in a tie with the Volkswagen Passat. The 2012 Soul outclassed other vehicles in the “Compact Multi-Purpose Vehicle” group.  

The 2012 Automotive Performance, Execution and Layout study measures the vehicle buyer’s gratification with their recent purchase. Design, layout, performance and content are among the factors taken into consideration. This year’s study focused on buyers’ needs and preferences to downsize their vehicles without sacrificing quality or amenities.

"As key entries in Kia's design-led transformation, the Optima and Soul have attracted new customers to our showrooms, and the results of the J.D. Power and Associates' APEAL Study illustrates just how delighted these new buyers are with the purchase of their new Kia vehicles," said Michael Sprague, executive vice president of marketing and communications at KMA.  

Owner evaluations of more than 80 vehicles were gathered in the study, along with responses from more than 74,000 new car owners who had purchased a car within 90 days.

"Both of these popular models, along with the rest of the Kia vehicle line, continue to deliver on a promise to offer U.S. consumers high-quality vehicles with an impressive combination of design, performance, comfort, safety and technology,” Sprague said.

Courtesy of OCMETRO

Free new car is ’13 United Way donation incentive Benny Yount to give vehicle to United Way donor BY RICHARD GOULD HICKORY — It’s been said that goodness is its own reward, and while that may be true, Benny Yount is giving it a little extra nudge

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BY RICHARD GOULD HICKORY — It’s been said that goodness is its own reward, and while that may be true, Benny Yount is giving it a little extra nudge this year. Yount, the president and CEO of Paramount Automotive Group, is donating a new car as an incentive for Fair Share donors to the 2013 United Way donation campaign.   Fair Share donors are those who give 0.6 percent of their annual income to the United Way. For someone making $8 an hour, that would total $96.   For a $40,000 per-year salary, the donation would be $240.   Those who qualify will be entered into a drawing to be held at Paramount in December. The winner will choose a new Volkswagen Jetta, a Hyundai Elantra or a Kia SX-Forte.   Lately Catawba County United Way has found itself in a situation common among nonprofits. When times are tough, people need more help. But when times are tough, people have less to give.   The local United Way’s goal is to increase giving in a time when it’s been a struggle to keep donations from falling off.   Last year’s total was $1.4 million. This year, they plan to top that amount, said United Way Board of Directors chair, Dr. Barry Redmond, who also is serving as this year’s United Way donation campaign chairman.

 

JEREMY DETTER/HICKORY DAILY RECORD Benny Yount (left), president and CEO of Paramount Automotive Group, jokes with Catawba County United Way President, Michael Blackburn, during United Way 2013 campaign kickoff reception Thursday afternoon.

 

“People need something to motivate them — they need something they can reach out and touch, and the gift of this car gives us that,” he said.

 

The donation campaign got off to a quick start during the kickoff event held at Paramount Automotive on Thursday afternoon when Yount, a longtime local philanthropist, announced the giveaway.

 

Yount owns eight car dealerships in North Carolina, and each sells a variety of car brands. When United Way approached him and asked for his help, saying yes was an easy decision that he made in a matter of seconds.

 

Yount said he knows United Way does vital work in the community and supports organizations like the Salvation Army, which makes a major difference in people’s lives.

 

 “It was an easy choice, really — we felt like this was a great opportunity to give back to the community,” Yount said. “There’s no greater gift than being able to give back.”

 

Employees at Paramount Automotive in Hickory unveil three cars from which a lucky United Way Fair Share donor will be able to choose, courtesy of Benny Yount. The three cars are a new Volkswagen Jetta, Hyundai Elantra and Kia SX-Forte.  

 

 

 

 

 

 

2012 Kia Rio EX review notes

The 2012 Kia Rio EX sedan looks miles better than its predecessor but still has a little ways to go before it looks as good as the hatchback. The tiger-nose grille, as funny as it sounds, does make the front end look a bit cute. The rear sits up a bit too high for my taste; it makes the car look narrow. The styling on the rear is OK, but it's nothing like the hatch, which I say looks almost cool.

The 1.6-liter provides the power and scoots this little car around nicely. My fuel reading shows almost 32 mpg, which is not bad with the heavy feet here at Autoweek. The six-speed automatic works fine, and even though it has the autostick function, it's best just to leave it in “D.”

On the road, the Rio sedan is acceptable. The easy-riding suspension absorbs most of the bumps but isn't completely numb to steering inputs. The wheel has a decent amount of heft for the small car, and it generally goes where you point it. The stock brakes bring the small sedan to a halt easily.

The interior was relatively spartan, but it was laid out nicely, very simple and neat. I think that's what buyers want from an economy car. It was easy to use as well. It has four big toggle switches for HVAC and a small radio screen with well-marked buttons and an auxiliary input for iPod.

The price is about right at $18,000. That includes the most-wanted options like fog lights, infotainment system and alloy wheels. Also, it has folding side mirrors, which are pretty advanced for a car at this price.

It's a crowded segment, but I think the Kia Rio is a decent player. That 40-mpg expressway rating doesn't hurt, either.

Courtesy of autoweek.com

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Kia's brave new world

THE tide has turned for the Korean contingent.

Once confined to the cheap and cheerful, the company has entered a brave new world.

Together with Hyundai, Kia has moved up and successfully changed buyer perceptions.

Pricing has risen but so has quality.

While the Chinese car makers have moved in to steal a slice of the bargain basement, Kia and Hyundai are stealing from the premium end of the market.

The Kia Optima is a prime example. Its good looks and specification belie its price.

Originally selling for about 37 grand, the classy sedan sold well despite supply constraints.

But an entry-level Si model was added earlier this year which undercut the Platinum model by about $6000 and it has helped propel sales growth. During June, Kia had recorded 24% improvement on sales compared to the same time last year while Optima volumes more than doubled.

Soft-touch materials across the dash, along the with fit and finish, are what we've come to expect from more illustrious Europeans.

The primarily black dash is slightly skewed towards the driver, with buttons and dials well labelled and simple to operate.

It's fast to connect your phone via Bluetooth, the cruise control buttons on the steering wheel are easy to use.

Up front there is also good allocation for the important stuff like phones and coffee cups (two holders in the centre, bottles in the doors) along with a good-sized glovebox.

Front and back there is reasonable space for adults with ample head and elbow room.

On the road

Vague steering was our biggest criticism when the Optima was first launched, and this latest model felt like there has been improvement, perhaps that's due to the Si running on 17-inch alloys (Platinum has 18s) and the tyres having larger walls.

It's still extremely light, at times lifeless, but it is probably something most drivers can live with for day-to-day travels.

The 2.4-litre petrol engine is a zesty performer with a reasonable sprint away from standstill and enough grunt for overtaking and tackling hills.

The Si retains good features, including a reversing camera built into the rear-view mirror, rear parking sensors, Bluetooth with audio streaming, dual-zone climate control, cruise control, CD player with MP3/USB port, trip computer, six airbags and stability control for a maximum five-star ANCAP rating.

Other options

A couple of sleek options come from Hyundai with the new i40 sedan ($31,990) and i45 Active sedan ($31,090), while there is also the Subaru Liberty 2.5i ($32,990), Mazda6 ($31,450), Ford Mondeo ($31,490), Toyota Camry Altise ($30,490), Honda Accord Euro ($30,340) and Volkswagen Passat ($38,990).

Practicality

Four adults can be carried in comfort; five a stretch but achievable.

The child seat anchorage points are simple to access on the back parcel shelf.

Boot space is good despite having a full-size spare, and the back seats fold in a 60-40 configuration.

Running costs

Insurance or servicing should be reasonable, while fuel consumption at about 8L for every 100km is what we have come to expect from four-potters.

Funky factor

You can spot the difference between the SI and the Platinum with the absence of LED daytime-running lights, sunroof and the lack of sports bumpers and a rear lip spoiler.

Kia has taken another big step in the right direction. The Platinum Optima was good value, but some baulked at the price.

This Si derivative maintains solid specification levels and good looks, but is much friendlier on the budget against stiff competition.

 

VITAL STATISTICS

Model: Kia Optima

Details: Four-door front-wheel-drive sedan

Engine: 2.4-litre in-line four-cylinder petrol generating maximum power of 148kW @ 6300rpm and peak torque of 250Nm @ 4250rpm

Transmission: Six-speed automatic with Sportsmatic-style and paddle shifts mounted to the steering wheel

Consumption: 7.9 litres/100km (combined average)

Emissions: 189g/km (combined)

Bottom line: $30,490

Courtesy of Fraser Coast Chronicle

Great job, Patrick! We appreciate your hard work.

"patrick was great! he asked where i needed my payments to be & showed me exactly what i wanted! ill look for him next time i need a car..." - Tami.

As if you needed any other reason to get behind the wheel of a 2012 Soul! Stop by Paramount Kia Hickory for this exciting new offer.

Owner Loyalty offer to current owners who purchase a new 2012 Kia between 8/1/2012 to 9/4/2012. A customer can only qualify for Owner Loyalty Incentive claims for two purchases per calendar year and the vehicle utilized and qualifying vehicle may not be the same vehicle in both instances. Offer may be combined with KMF Special Low Annual Percentage Rate (APR) or Kia Motors America, Inc. See dealer for more details.

Thank you, Cindy!

"Patrick was great, answered all our questions. More important,he listened" - Cindy.

Kia takes three Automotive Brand Contest Design Awards in 2012

Kia has won three design awards in the Automotive Brand Contest 2012, the latest of a series of honours for our design team headed by Chief Design Officer, Peter Schreyer.

The new Kia cee’d – launched in June 2012 – triumphed in the exterior category and also received an honorary special mention for exceptional innovation in the interior category. The cee’d is Kia’s best-selling model in Europe, and features styling typically found on a sporty coupe, but offers the space and functionality of a five-door hatch.

 

Kia GT wins in the concepts category

In addition, the high profile jury selected the Kia GT as the winner of the concept award.  The rear-wheel drive sports sedan design study celebrated its world premiere in September 2011 at the Frankfurt Motor Show. The Kia GT design study was inspired by 1970s grand tourers, and combines supple, muscular proportions with a sophisticated, elegant four-seat interior.  It offers a glimpse into Kia’s future design philosophy.

Kia sweeping up design awards

 

Kia Motors received several accolades at last year’s inaugural Automotive Brand Contest, winning the Best of the Best award in the brand design category, while Kia’s Sportage, Rio and Optima models all claimed victories in the exterior category.

 

About the Contest

 

The Automotive Brand Contest is organized by the Rat für Formgebung (German Design Council), which was founded in 1953. It has quickly become an internationally recognized competition and is open to car manufacturers, automotive parts suppliers and companies delivering design and brand communications services to the automotive industry.  There are a total of 16 awards categories, covering vehicle design, parts and accessories, technology, digital, and branding and events activities.

Courtesy of Kia-Buzz

The savings at Paramount Kia Hickory can’t be missed! Stop by to test drive this 2012 Kia Forte EX.

See here for details.

Great work, Patrick!

" I highly recommend Paramount KIA and especially my "car guy" Patrick Butler for any of your new or used vehicle needs." pcmurphy.