Kia's Sedan Delivers Serious Quality and Value

To understand the future of the automobile industry, you must understand the success of Wal-Mart, the world's largest retail organization.

It is an achievement based on common sense. Wal-Mart consistently offers excellent quality at prices lower than those charged by the competition.

It is an attractive business model that draws consumers from all walks of life, especially in tough economic times. It matters not that Wal-Mart is a nonunion company with a blue-collar persona. Nor does it matter that you are a professional, or a worker holding a union card. If you want the best for less, you shop there.

So here's the deal: The car company that best follows the Wal-Mart example is the one that will own the future of the automobile industry.

Don't be surprised if that company comes from South Korea.

Take a look at this week's subject car, the 2010 Kia Forte family sedan, sold at base prices of $13,695 to $18,195. Those prices cover compact, front-wheel-drive automobiles built as well as anything from Chevrolet, Chrysler, Ford, Honda, Nissan or Toyota. South Korean automobile manufacturer Hyundai owns Kia. So Hyundai is included.

The kicker is that the Forte is priced lower -- in many cases much lower -- than the competition.

To say the least, I and my evaluation crew -- my wife, Mary Anne, and my Washington Post assistant for vehicle evaluations, Ria Manglapus -- were shocked. In our minds, we had equated "cheap" with, well, cheap. But after putting nearly 500 miles on the Forte EX, which sits in the middle of the Forte line, we changed our stereotypical understanding of "cheap" to a more appropriate "inexpensive." In this instance, that meant remarkable value.

Fit and finish on our Forte EX was excellent. Interior ergonomics -- ease of sight and ease of use of gauges and controls -- were better than those found in many rival cars. That's "better" as in "better" as opposed to "better for the money."

Some examples: Audio, heat and ventilation controls are clearly positioned and labeled, a welcome relief from cars in which the positioning and use of those controls have been turned into a dark science.

Also there's this: In a driving emergency, such as a sudden stoppage of traffic, the caution signal button, indicated by a small red triangle within a larger red triangle, becomes the most important button on the instrument panel. You want to quickly push that button to alert motorists behind you that you are slowing down or stopping because of trouble ahead.

Too many car companies seem to go out of their way to conceal the caution signal button. Their stylists render the button practically invisible and less useful by shrinking its size and blending it within overall instrument panel.

Kia has taken the opposite approach in its Forte line. The caution signal button is the largest single control; and it sits at the top of the instrument panel. It is hard to miss and easy to reach and use. Thus Kia gives the caution signal button the supreme importance it has always deserved.

We disagreed on the feel of the Forte EX's ride. Ria thought it was too hard, making it a tad uncomfortable for a family sedan. Mary Anne and I demurred. We thought the Forte EX's stiffer-than-usual-ride for a compact sedan (probably because of its optional low-rolling resistance tires) contributed to the car's better-than-usual handling for a compact family sedan.

We all marveled over the car's zippy acceleration, delivered via the Forte EX's 2-liter, 156-horsepower, inline four-cylinder engine. But we were more impressed with its fuel economy: 25 miles per gallon in the city and 34 miles per gallon on the highway running on regular unleaded gasoline.

The Forte's standard safety features, including four-wheel disc brakes and full-length head-curtain airbags, match those found in substantially more expensive cars. The same is true of the Forte's optionally available amenities, such as iPod, BlueTooth phone and MP3 player connectivity.

By Warren Brown
Washington Post

2010 Kia Forte - First Drive Review

Kia winds up and delivers a fine little sedan.

If the world of compact cars were a baseball lineup, the Toyota Corolla and Honda Civic would be the meat of the order, the third and fourth batsmen. They boast home-run sales numbers, long lists of features, and nearly peerless reliability. In short, they are the compact superstars. How does the all-new 2010 Kia Forte stack up? Will it join them at the top of the order or will it be relegated to hitting ninth like its predecessor, the Spectra?

It doesn't hurt that Kia has endowed the Forte with style, power, and technology, items all conspicuous by their absence in the afterthought-ish Spectra. Designed in the company's California studio, the Forte is now the best-looking car in its class, especially standing out when viewed in person. The styling doesn't make you want to tear your clothes off or anything, but subtle details like the upswept side-window line (which also is good for front-side visibility) and the tasteful new corporate grille help the Forte stand out against competition that looks either weird (Civic, Sentra) or coma-inducing (Focus, Corolla).

A Good Assortment of Powertrain Options, Standard Equipment

There are two four-cylinder engines available in the Forte. LX and EX models are powered by a 156-hp, 2.0-liter, while the top-spec SX uses a 2.4-liter that makes 173 hp. Four transmissions are on offer, depending on trim and option package. Standard across the board are five- (LX and EX) or six-speed manuals (SX). The LX and EX automatic has four forward ratios, unless you opt for the EX Fuel-Economy package, which nets the same five-speed automatic offered on the SX. Kia says the 2.0-liter will be good for 0­–60 jaunts in the eights and that the 2.4-liter will be in the sevens, but that it will leave the final measurements up to us. We'll let you know how accurate Kia's broad-stroke estimates are just as soon as we get a chance to strap test gear to the Forte.

The 2.0-liter motor returns 27 mpg city/36 mpg highway with the five-speed auto in the Fuel-Economy package and 25/34 when paired with either of the other two transmissions. The larger 2.4-liter four achieves 22/32 with the six-speed manual and 23/31 with the five-speed auto. These numbers basically fall in line with those of the Corolla and Civic, although the Forte achieves its fuel-economy figures while using more powerful engines. For example, the 22/30-mpg Corolla XRS uses a 2.4-liter four like the Kia, but it has only two more hp than the base Kia engine. Workaday (nonhybrid, non-Si) Civics use a 140-hp, 1.8-liter four.

Of course, it wouldn't be a Kia if it didn't offer value. A Forte LX starts at just $14,390, whereas the base Civic and Corolla both ring it at just over 16 grand. Besides $1700 or $1800 in their pockets, those that opt for the Kia will find Bluetooth phone connectivity with steering-wheel controls, Sirius satellite radio, USB and auxiliary input jacks, four-wheel disc brakes, and stability control among the standard features. These items are extra-cost options or require jumping to a higher trim on most competitors, if they're available at all. For example, stability control is standard only on the top-spec Corolla, and the Civic requires you to get navigation to order satellite radio.

The Forte EX begins at $16,490, and the SX at $17,890. Kia sees the EX as the volume model, and its standard features list includes power windows, locks, and mirrors; air conditioning; cruise control; steering-wheel audio controls; two tweeters for the stereo; more stylish exterior mirrors; and the world's largest fuel gauge. The SX gets larger front brakes, 17-inch wheels, fog lamps, and adds telescoping to the standard tilting steering wheel. The roughly $600 EX Fuel-Economy package adds electric steering (all others use hydraulic assist), a "smart" alternator, low-rolling-resistance tires, the five-speed auto, and aero enhancements. Other optional packages for the various models include things like bigger wheels, a moonroof, and leather seat trim.

Equipment is Nice, but How Does it Drive?

Numbers and equipment-wise, the Kia is very strong, but for enthusiastic driving it's . . . not. Our first experience was in an SX equipped with the six-speed manual. Beyond the larger engine and the equipment mentioned above, the SX adds firmer springs, bigger front brakes, retuned shocks, and a larger front anti-roll bar. It felt somewhat tighter than an EX we drove later, but the sum of all that equipment wasn't something we'd really call sporty. Turn-in was fairly aggressive, which was nice, but the tires and suspension seemed to give up by mid-corner, where the car would just begin to plow like it was the start of planting season. The numb steering required too much correction to maintain a line in corners and to stay in a lane on the freeway. The six-speed manual wasn't particularly fun, either, with a vague clutch and notchy shifter.

Believe it or not, we actually were more satisfied with an EX with a four-speed automatic. This segment isn't about barn-burning; it's about inexpensive, comfortable, roomy, inoffensive, and—increasingly—stylish cars, and those are precisely the Forte's strengths. With the smaller engine and automatic gearbox, the Forte didn't invite aggressive driving, but that's all the better to enjoy the spacious and well-appointed interior and airy greenhouse. The ride is relatively supple, and the car welcomes simply sliding it into drive and cruising.

The sedan is the only body style for now, but Kia will soon introduce the poorly spelled Forte Koup two-door. The company also hinted that a five-door Forte hatchback could happen, which we would welcome for the increased utility, but we have to say that the sedan's 14.7 cubic-foot trunk is plenty big. It's roomier, in fact, than that of the BMW 750Li.

The Forte won't be displacing the Honda and Toyota sluggers from the heart of the batting lineup, but we'd be happy to have it hit second, the place for solid and trustworthy—if not spectacular—players. (The Mazda 3, we think, would hit leadoff, where speedy agility and consistency are most prized.) This new Forte is a worthy contender and offers tremendous value; it should help Kia snag market share in this crucial segment. It's too bad the Forte isn't more fun to drive; a car that's a solid triple could have been a home run.

BY ERIK JOHNSON
Car and Driver

2010 Kia Soul deserves to be breakout hit for brand

Greeting the Kia Soul with low expectations didn't make sense. Perhaps the details of the funkwagon's story seemed overly familiar at first blush - Kia wants, nay, needs to be more than just the bargain-basement Hyundai store. Differentiating product lines with the help of bold design has been tried before, and the results have been disastrous more often than they've been wildly successful. Finding out that the Soul's styling inspiration was a wild boar sent the cynical mind of this autowriter reeling, preparing to suffer with a bore of a swine-inspired car. But Kia's been on a roll lately with aggressively priced product that's well equipped and imbued with performance that's often more inspired than the sum of its parts. If any brand stands a chance of melding its design studio's hit parade with tuning that lives up to the looks, it's Kia... right?

The Boar thing - snicker if you like - but what Mike Torpey and the team of designers in Korea have wrought is earning accolades the world over. That porcine inspiration delivered a Red Dot design award for Kia, the first for any Korean car and a punctuation mark on the widely held opinion that the Soul is one fine-looking automobile. The critical success of the Soul's design is directly attributable to a nature documentary that designer Torpey took in while working on the car in Korea. The show was about a wild boar that is apparently common to the region, and something about the animal spoke to designer Torpey. The Soul's cheeky, brash stance is great looking in a non-conformist way, regardless of what got the idea going.

Boxy yet not slabby, the Soul's exterior has been deftly drawn with careful detailing. Windows and taillight clusters are set off by bevels, and a continuous line is an Easter Egg for anyone who cares to trace it from its origin outlining the glass, around the roof, down the back and across the bottom, finishing off in front. The raked and tapered sideglass furthers the Soul's ready-for-action stance. Every vent, character line, bulge and curve has been placed cleanly and with purpose, and the end result is that the Soul's styling is clever without being cloying. Drawing an automotive extrovert with just the right touch of restraint is no mean feat, and the longer you gaze at the Soul, the better it gets as you discover all the fun that the design team molded into its flanks.

No shrinking violet in any shade, the radioactive green on our test car was dubbed "Alien." The verdant hue is just the thing for springtime, and the Soul may represent a shift as big as the change of seasons in Kia's fortunes. Young buyers ought to be attracted to the Soul for its ability to tackle every request, as well as its low price and standard equipment list that includes plenty of desirable features that are optional elsewhere. Starting under $14,000, the base Soul has the bases well covered.

Down in the shadows, the mechanical details add up to a car with unexpected verve. Standard four wheel disc brakes impart a sure feeling to the brake pedal and stability control is also fitted across the board. Basic Souls are motivated by a 1.6-liter four-cylinder sending 122 hp and 115 lb-ft of torque through a five-speed manual transaxle, but those are expected to represent but a sliver of the model's total volume. Opting for an automatic transmission, ($950 extra in all trims), yields an immediate upgrade to the 2.0-liter four and its 142 hp and 137 ft-lb capabilities. Both engines employ dual overhead camshafts with variable valve timing, and the 2.0-liter we sampled delivered 29.9 miles per gallon with the four-speed autobox and zero babying. The automatic is mostly unobtrusive, though it occasionally it dodders a bit before delivering a kickdown. Throaty, the engine can get harsh sounding when twisting the tachometer needle hard, but keep your inner Rat Fink at bay and the Soul's braying fades into the background.

The Soul's steering is sporty where others in this price range can be numb. There's a life to the rack-and-pinion setup that says the Soul has been tuned by folks who know what a proper front-wheel drive car should feel like. Despite any "box it came in" commentary from onlookers, the Soul is more than a mere wheeled appliance. A taut, nearly athletic feel has been part of Kia's brief across its entire vehicle range for at least a couple years and that philosophy benefits the Soul, too. A strut front end and torsion beam rear axle are certainly not revolutionary, and in the wrong hands such a suspension setup can feel woefully dated. Instead, the Soul feels great from behind the wheel. A front anti-roll bar and gas-charged dampers all around add up to a lively, well behaved experience. Simply put, the Soul is fun to drive with its standard setup, and the Sport trim level carries a retuned suspension and larger 18-inch alloy wheels, so it promises to be more entertaining still.

"Fun" will be on your lips often when discussing the Kia Soul, especially when talk turns to the interior. Just as much attention has been paid to making the experience inside the Soul live up to the exterior styling. There are four trim levels - Soul, Soul +, Soul !, and Soul Sport - mostly differentiated by what Kia fills each model with. The standard Soul has plain black upholstery, yet it doesn't skimp on equipment. The standard audio system has auxiliary and USB jacks and there are two steps of entertainment upgrades, with the top-level system kicking out 315 watts. There are even red lights in the speakers housings that can pulse soothingly or twiddle in time with the music. A gimmick, sure, but gewgaws are allowed when the basics are good. Despite the affordable pricing, the Soul's interior is not cheap. The stalks and HVAC controls feel as good as some we've sampled in near-luxury cars. Air conditioning and power windows and locks are standard, and optional Bluetooth capability is a welcome nicety.

Despite trim dimensions, there's a blessing of storage and passenger space inside the Soul. Tidy of dimension, the area behind the second row seats is useful but not huge, although dropping the 60/40 rear seats opens it right up. Rear leg- and foot-room is surprisingly generous inside the Soul, too. In the dash, there's a storage compartment at front and center, as well as a dual-level glovebox that seemingly extends all the way to the firewall. Opening either cubbie for the first time garnered a grin as we found Kia had chosen bright red as the color for inside. Doors have storage compartments and bottle holders, and more storage was found in the armrest of our car, which easily concealed a digital SLR camera. Both the steering wheel and front seats are adjustable for height, but only the chairs slide fore-and-aft - a telescoping column would've been a nice touch.

Stepping up the trim-level ladder adds more whimsy to the interior in the form of fabrics and colors. Soul + models get inserts on the seats with a repeating Soul logo, while Soul ! buyers will find houndstooth check on the seats and an interior scheme that puts sand-colored accents on the dashboard and door panels. Soul Sports ratchet the interior up to its max, with metal-look accents and pedals, and a red and black interior theme that extends to the sport seats. Door panels not graced with contrasting colors might betray a feeling of creeping cheapness, but the Soul's interior punches above its weight for sure.

Corporate sibling Hyundai seems to have cribbed the Soul's recipe of a vehicle full of equipment, fun and safety gear for the Elantra Touring, but the Soul's styling puts the Kia on top. Among rival brands, this car is going to lose a flat-out performance challenge to the Honda Fit, but it is supremely well equipped, comes with a faintly ridiculous 10 year/100,000 mile warranty - and tops out below $20,000. Standard front, side and curtain airbags along with stability control covers the safety gear comprehensively, and there's no denying the handy nature of a hatchback.

Young buyers these days seem to care less about cut-rate performance cars and just want a vehicle that will fit their lifestyle of doing stuff while being entertaining to drive and look at. The Kia Soul seems like a shoe-in under those criteria. Its styling is all but universally praised, its price of entry is eminently reasonable, and its driving demeanor exceeds expectations. All-in, we look for the Soul to be Kia's breakout hit that wins comparo crowns, sips fuel, hauls stuff and has a great time doing it all. While we may have approached the Soul steeled for disappointment, we walk away impressed and now think of Kia's backpack-wearing wild boar as one of the segment's standard-bearers.

Kia's Forte is affordability

Kia's all-new Forte compact sedan goes on sale in July, giving the South Korean automaker a strong entry into a market segment dominated by the venerable Honda Civic and Toyota Corolla.

With a starting price of $13,695 (plus freight), the 2010 Forte joins the compact Spectra in the Kia lineup and offers a long list of standard safety and convenience features,

"On the heels of several successful vehicle debuts and introductions, Forte finds itself in good company and follows in the stylish steps of Borrego and Soul," said Michael Sprague, vice president for marketing at Kia Motors America.

"With a heavy emphasis on design, Forte sedan is poised to help consumers make that emotional connection with their vehicle by offering the entire package of style, safety features and value," he said.

Kia believes the car will have strong curb appeal in a segment riddled with plain, boring vehicles. Design cues include swept-back headlights and a wide stance that gives the car a muscular look and helps improve road handling.

Three trim levels are offered: base LX, midlevel EX ($15,795) and sporty, top-of-the-line SX ($17,195).

The Forte is 178.3 inches long, 69.9 inches wide and 57.5 inches high, which compares with 177.3 inches long, 69 inches wide and 56.5 inches high for the Civic (which also costs more -- starting at $15,305 and running as high as $25,190 for the 2009 models).

It's slightly shorter than the Corolla, which is 178.7 inches long, but here again, the Forte costs less. Corolla prices for 2010 range from $15,350 to $20,050.

Keeping the Forte bargain-priced is part of Kia's strategy to compete against Japanese models that U.S. consumers generally consider to have better quality.

Hyundai, Kia's parent company, uses the same pricing strategy for most of its vehicles -- not because it believes its cars are worth less, but because consumers generally don't seem willing to pay as much as they would for a Toyota, Honda or Nissan product. Besides, price is a strong motivator when trying to pry consumers away from tried and trusted brands such as Civic and Corolla.

Kia says the SX model has a more athletic profile, aided by 17-inch alloy wheels and premium P215/45R17 tires.

The Forte has more standard content than its key competitors, as well, which helps add to the value.

The automaker says the Forte's specially engineered body has high torsional stiffness that enhances the car's handling and ride quality, giving it "greater refinement than its competitors."

Featuring front-wheel drive, the Forte LX and EX models are powered by a 156-horsepower, 2.0-liter four-cylinder engine, which has 144 foot-pounds of torque. This compares with 132 horsepower for the base and midlevel Corolla models and 158 horsepower for the optional 2.4-liter four-cylinder engine in the Corolla. The base engine in the Civic has 140 horsepower.

The Forte SX comes with a 2.4-liter four-cylinder engine rated at 173 horsepower, which is more than that of the competing Mazda3 as well.

LX and EX models come with a standard five-speed manual or optional four-speed automatic transmission. The SX has a six-speed manual or optional five-speed automatic with manual-shift feature.

With the 2.0-liter engine, EPA mileage ratings are 25 mpg city/34 highway with either transmission. The 2.4-liter engine has ratings of 22/32 with the manual and 23/31 with the automatic.

A special "Fuel Economy Package" is offered on the EX model with the 2.0-liter engine. It includes the five-speed automatic gearbox and brings EPA ratings of 27 city/36 highway.

Among features that help boost this model's mileage are electric power steering, a "smart" alternator, silica tires and aerodynamic body enhancements.

The SX model comes with a sport-tuned suspension and larger front brakes.

Inside, the Forte has 96.8 cubic feet of passenger space, including ample rear knee room. The trunk is the largest in the class with 14.7 cubic feet of space -- more than some popular midsize sedans.

There is room for five, although the middle position in the rear is not full-size and is suitable only for kids.

Standard are cloth seats, three-gauge instrument cluster with red lighting, six-way adjustable driver's seat, tilt steering wheel, rear defroster and dual 12-volt power outlets.

EX and SX models come with air conditioning, power windows/mirrors/door locks with remote, map lights, cruise control (with steering-wheel controls for this and the radio), front and rear cup holders, and floor mats.

The EX Premium Package adds a power moon roof and 16-inch alloy wheels, and the EX Leather Package brings leather seating surfaces, heated front seats, leather-wrapped shift knob and steering wheel, and metal interior trim.

With the SX model comes a unique black interior that has sport cloth fabric with red stitching, a telescopic steering column, special gauge cluster, leather-wrapped steering wheel and shift knob, and metal-finish trim and pedals.

Optional on the SX are the power moon roof and leather seats with front seat warmers.

The standard audio system has AM/FM/compact disc/MP3 playback, four speakers and Sirius satellite radio with three months of free service; an auxiliary jack that allows for connection of an iPod or other music player; and Bluetooth connectivity.

Safety features include front seat-mounted side air bags, roof-mounted side-curtain air bags for both rows, four-wheel anti-lock disc brakes with electronic brake-force distribution and brake assist, electronic stability control with traction control and a tire-pressure monitoring system.

G. Chambers Williams III
San Antonio Express-News

Kia Sportage Awarded Top Ranking in AutoPacific 2009 Ideal Vehicle Awards

Sportage is Highest Ranked in Compact Crossover SUV Category

# Ideal Vehicle Award is Sportage's second AutoPacific award this year
# Compact SUV honored for high owner satisfaction

IRVINE, Calif., June 29, 2009 -- Kia Motors America, Inc. (KMA) today announced the 2009 Kia Sportage compact SUV topped the compact crossover SUV category in AutoPacific, Inc's 2009 Ideal Vehicle Awards (IVA), closely following the AutoPacific Vehicle Satisfaction Award received earlier this year. The AutoPacific IVA awards are a quantitative measurement of how closely a vehicle matches an owner's expectations.

"We take great pride in knowing our owners are satisfied with their vehicles and Sportage's recognition as an ideal vehicle is a tremendous compliment," said Michael Sprague, vice president of marketing, Kia Motors America (KMA). "This second AutoPacific award directly reflects the satisfaction of smart, discerning Sportage owners, and this type of consumer feedback validates Kia's commitment to providing high levels of quality, style, safety and practicality in all of our vehicles."

Sportage, noted for its passenger and cargo space as well as its off-road capabilities and impressive fuel economy, meets the needs of consumers looking for the total package at a significant value. Sportage offers an extensive list of standard safety and convenience features, including six airbags with full-length side curtain airbags, SIRIUS Satellite Radio with three months complimentary service and USB and auxiliary input jacks, while the 2.0-liter engine delivers impressive fuel economy at 20 mpg (city) and 25 mpg (highway).

Based on survey responses from more than 32,000 vehicle owners, the 2009 IVA measure the combination of trust, anticipation, expectations and reality within specific product segments by having respondents rate 15 attributes concerning whether they would change them after having owned their vehicle for 90 days. An "ideal vehicle" is one that meets the owner's expectations based on how few attributes they would change. Sportage received a score of 1,224 out of a possible 1,500.

In addition to Sportage's top ranking in its segment, Kia Spectra, Optima, Sorento, and Borrego ranked among the top five in their respective categories.

About Kia Motors America

Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 630 dealers throughout the United States. For 2008, KMA recorded its 14th consecutive year of increased U.S. market share. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline "The Power to Surprise."

Feel My Forte

Our 2010 Kia Forte SX falls into step with Seattle's afternoon gridlock. The compact sedan's 2.4-liter inline four-cylinder engine quickly becomes a necessity during all our last-second lane changes. And, sure enough, all four of the front-seat cupholders can accommodate micro-roasted coffee in 16-ounce recycled paper cups.

Somehow we don't think the Spectra, predecessor to the 2010 Kia Forte, would have blended into Seattle's coffee culture. It wasn't quick or refined, and didn't have the panache to make inroads with a caffeinated, left-of-center crowd.

Although our 2010 Kia Forte SX looks like a Civic from the front, there's confidence behind its clean lines and crisp detailing. It's a grown-up compact car penned by an A-list designer, Peter Schreyer, once of Audi but now of Kia.

If you think high style has no place in budget transportation, don't bother telling Kia. Schreyer and the Forte are part of the Korean automaker's grand strategy. Everybody's market share is fluid right now, so if you sell an otherwise respectable economy sedan, like say the 2010 Kia Forte, and it has attractive, cool-kid sheet metal, well, you just might have the next Mazda 3 on your hands.

Feel My Forte
Already Kia reports that its new Forte sedan has caused a stir in focus groups that compared it against its compact-class competitors. Actually, says Michael Sprague, vice president of marketing for Kia Motors America, Kias usually do well in focus groups -- but only in blind tests.

"Normally, for the Kia brand, as soon as you take the tape off the badge, consumers are like, 'Oh, no, we don't want that!' This was the first time in our history when consumers said, 'That is still the No. 1 vehicle.'" Still, Kia worries that you might be prejudiced against the Spectra name, perhaps associating it with ratty, 1990s-era Sephias. "The Spectra name didn't really mean anything to people," Sprague says. "We're trying to signal to the marketplace that Kia is reinventing itself, and to do that, we felt we needed a much stronger name for this vehicle." Conveniently, "Forte" connotes strength.

In reality, the 2010 Kia Forte is not radically different from the outgoing Spectra in size or focus. It has a 104.3-inch wheelbase like the Hyundai Elantra, but whereas the Hyundai has a multilink independent rear suspension, the Kia Forte uses a torsion beam, along with struts in front. The Forte's 61.3-inch front track and 61.6-inch rear track give it the widest stance of any economy sedan in the U.S., though it also has some of the widest wheels and tires, with 17-by-7-inch alloys and P215/45R17 rubber fitted on the top-of-the-line SX model.

In keeping with the new name, Kia's compact sedan also has a stouter structure. Its unit body incorporates 63 percent high-tensile steel, enhancing rigidity without piling on pounds. An overdue switch to aluminum-block engines also helps control weight.

Two Engines, Four Transmissions
Yes, the 2010 Kia Forte can be had with either of two engines à la Mazda 3. The base 2.0-liter inline-4 is rated at 156 horsepower at 6,200 rpm and 144 pound-feet of torque at 4,300 rpm (or 154 hp and 139 lb-ft for PZEV states).

This 1,975cc engine is part of the new Theta engine family and thus related to the 2.0-liter in the Mitsubishi Lancer and Dodge Caliber (indeed Hyundai did the primary engineering for this powerplant). The 2.0-liter is standard on base Forte LX ($14,200 base price) and mid-range Forte EX ($16,200 base price).

A five-speed manual or (for $1,000 extra) a four-speed automatic transmission drives the front wheels. That is, unless you check off the Fuel Economy package option (add another $600) for the Kia Forte EX, which upgrades you to a five-speed automatic, while mandating low-rolling-resistance tires, electric power steering, a "smart" alternator that runs only when the battery needs charging and aero enhancements that infinitesimally enhance the sedan's 0.29 coefficient of drag.

Only the 2010 Kia Forte SX ($18,100 base price) gets the 2.4-liter engine. The SX ends up weighing over 100 pounds more (2,853 pounds total), but the 2.4 compensates with 173 hp at 6,000 rpm and 168 lb-ft of torque at 4,000 rpm (165 hp and 161 lb-ft, respectively, in PZEV form). Also, your front wheels can be driven by either a six-speed manual or the five-speed automatic.

Serious About MPG
Mediocre fuel mileage made the Spectra tough to justify as commuter transportation, but this won't be a problem for the 2010 Kia Forte. With the Fuel Economy package, the Forte EX earns a 27 mpg city/36 mpg highway EPA rating -- the highest of any non-hybrid, non-diesel sedan in this size class.

All other LX and EX models get a respectable rating of 25 mpg city/34 mpg highway, although you'd think Kia would just use the five-speed automatic and electric power steering across the board to pump up mpg in anticipation of rising CAFE standards.

"Electric steering assist is more expensive than using hydraulic power steering," says Fred Aikins, director of product planning for the Forte and Soul. "We've got the steering feel so that it's pretty much indistinguishable between the two, so it's primarily a cost issue. With the five-speed automatic, that again has to do with cost, as well as the current production capacity of five-speed automatics."

Mileage falls off a bit on the 2010 Kia Forte SX, but you'd be hard-pressed to top its rating of 22 mpg city, 31-32 mpg highway in any car with a large-displacement four-cylinder engine.

6 Speeds, 666 Ways To Stall
Until the Forte Koup arrives later this summer, the SX sedan is the sportiest Kia Forte you can get, thanks to its better engine, better transmissions and sport-tuned suspension with firmer springs, re-valved dampers and bigger front antiroll bar.

But you wouldn't know that from the car's sluggish throttle response, which combines with the six-speed gearbox's abrupt clutch engagement to make even the most enthusiastic manual-transmission holdout regret his choice.

If you can avoid stalling the engine as you leave the stoplight, you'll find the 2.4-liter turns out to have a pretty nice power band with useful midrange torque and a smooth delivery. There's not much going on at the top end, though, so you'll likely reach for the next gear before the redline at 6,500 rpm. But quick gearchanges aren't really possible in the 2010 Kia Forte SX, as the engine hangs onto revs while rocking around in its soft mounts. Kia says the Forte SX will run to 60 mph "in the 7s." We expect a very abusive launch will be required and we're not sure we want to be there.

We also get some time with a Forte EX sedan with the four-speed automatic and find this combination even less to our liking, as excessively tall gearing blunts whatever oomph the 2.0-liter four might have to offer.

In either case, the five-speed automatic is probably the more livable choice.

More Toyota Than Mazda
We're pretty happy with the 2010 Kia Forte SX's compromise of comfort and control on the freeway. It has the most sophisticated ride quality of any Kia to date, its compliant suspension seeing us over all manner of ruts and dips without fuss.

But even with a sport-tuned suspension and fairly low-profile P215/45R17 Goodyear tires, the Forte SX is more notable for its body roll than its cornering precision. The car doesn't seem interested in carving up a back road. Its hydraulic-assisted power steering offers reasonable weighting, but little feedback.

Three iPod-Ready Trim Levels
It's hard to make those dynamic complaints stick, though, when you pore over the standard features list. Prices haven't changed much from the 2009 Spectra, but you're getting more stuff.

The base Forte LX is still a stripped-down sedan without air-conditioning, power accessories or cruise control. For 2010, it gains four-wheel disc brakes, ABS, stability control, Bluetooth, satellite radio (three months of Sirius), and auxiliary and USB ports.

Forte EX and SX models have all of the above, plus access to a leather package ($1,000) with heated seats. A sunroof is available on the SX for $600, but costs $800 on the EX, which also picks up alloy wheels. Only the 2010 Kia Forte SX gets a telescoping steering wheel.

Harman International has already developed an Infinity system for the Forte with a claimed 360-watt amplifier and nine speakers. But Kia hasn't decided whether to make it a factory- or port-installed option, so it's not available right now. Nor is a factory navigation system.

Ordinary Car
Calling the 2010 Kia Forte an ordinary car is not the slam it appears to be. The Honda Civic and Toyota Corolla have mostly been ordinary cars, remember.

Still, Kia's newest compact sedan shouldn't be embracing ordinariness. As a commuter car, it's adequate. But its drivetrains are so thoroughly tuned to minimize fuel consumption and emissions that there's not much of a driving experience left to enjoy. This is especially true of the 2010 Kia Forte SX, which looks like a Mazda 3 s rival on paper but goes all limp as soon as you goose the throttle.

For an undemanding few, the 2010 Forte SX's uncommon fashion sense and huge price advantage over the Mazda 3, Lancer GTS, Corolla XRS and Nissan Sentra SE-R might offset these annoyances.

But to us, $19K is still $19K. We'd like to see Kia make some drivetrain adjustments, rather than whip out the value card.

By Erin Riches
Edmunds

All-New Special Edition 2010 Kia Soul

Limited-Run Special Edition Soul is Another "New Way to Roll"

IRVINE, Calif., June 24, 2009 -- Kia Motors America (KMA) today rolls out the first all-new special edition for the Soul model line, the 2010 Denim Kia Soul, a unique iteration of the popular urban passenger vehicle that further emphasizes Soul's cutting edge style and youthful, fun character. Matched with impressive fuel economy and safety features standard on all models, the special-edition Denim Soul provides consumers with even more personalization options.

"Denim Soul incorporates edginess and confidence," said Michael Sprague, vice president of marketing, KMA. "It illustrates our commitment to fresh design, even on a vehicle that's been in the marketplace only a few months, and it's the first of more special editions to be offered in 2010 for the recently introduced Kia Soul."

Exclusive to the Denim Soul is a unique denim exterior color, striking white side-view mirrors with matching white 18-inch alloy wheels, front fender turn signal indicator lights, a wing-type rear spoiler and a bold off-set white racing stripe completing the rally-inspired look. The Denim Soul is based on the Soul+ model and is fully loaded with the Audio Upgrade Package (center speaker, subwoofer, external amplifier and speaker lights that pulse to the beat of the music), an iPod connection cable for full functionality via the radio head unit and steering wheel controls, carpeted floor mats, moonroof and fog lights all included for this special edition.

The special edition Denim Soul starts at $17,300 with a five-speed manual transmission, and $18,250 with an automatic.

Denim Soul builds from the Soul+ model, which offers standard keyless remote entry, privacy glass on the rear and rear side windows, body-color door handles and dual body-color power side mirrors along with 16-inch alloy wheels with P205/55R16 tires. Soul+ offers additional standard features including cruise control with steering wheel-mounted controls, Bluetooth® hands-free connectivity, dual 12-volt power outlets and tweeter speakers, all enhancing creature comforts on the road, as well as a covered upper storage bin, dual visor vanity mirrors with covers and dual map lights. Black cloth seats are adorned with Soul logo inserts, further personalizing the cabin.

About the Kia Soul

Designed by Kia Motors' Southern California-based design team, Soul is currently on sale at dealerships across the United States and has already been recognized as a "Best Value" by the Texas Auto Writers Association and by Ward's Autoworld for its "Interior of the Year" list. Available in four trims, Soul, Soul+, Soul! (exclaim) and Soul sport, pricing for the versatile five door begins at $13,300 for the base trim, while Soul+ starts at $14,950. Enhancing to the Soul! or Soul sport offers a price beginning at $16,950.

A 2.0-liter four-cylinder engine is paired with either the five-speed manual or four-speed automatic transmission and is standard on Soul+, Soul! and Soul sport models. The engine produces 142 horsepower with 137 pound-feet of torque. Fuel economy offers a thrifty, fuel-sipping 24/30 mpg for both the automatic and manual transmissions², better than the Scion xB.

Offering plenty of standard features, the Soul trim offers a chrome-accented grille, clear lens auto-off headlamps, solar glass, black door handles and side mirrors, body-colored front and rear fascias with black inserts, black bodyside molding, rear wiper/washer, variable intermittent windshield wipers and 15-inch steel wheels fitted with P195/65R15 tires.

Passengers will find comfort in the Soul's roomy cabin that offers 40.2/39.6 inches of headroom (front/rear), shoulder room of 55.2/55.1 inches, 42.1/39.0 inches of legroom and a passenger volume of 102.3 cubic feet, more spacious than the Scion xB.

Soul's interior design is decidedly influenced by the car's highly specified audio system.

An uncluttered dashboard with a three-dial instrument cluster, LCD illumination and floating center stack design is the key visual feature and offers enticing access to the AM/FM/CD/MP3 audio system outfitted with SIRIUS Satellite Radio capabilities and three months complimentary service³. Standard USB and auxiliary input jacks also are in the center console with full iPod® and MP3 controllability via the audio head unit and steering wheel controls achieved with an optional accessory iPod cable.

Additional standard interior features include air conditioning, tilt steering column, power door locks, power windows with driver's side auto-down, external temperature display and digital clock in the radio, an upper storage bin, dual-level glove box, 12-volt power outlet, rear window defroster, cargo area light and a dome light with delay out. A 60/40 split-folding rear seat offers multiple seating and cargo arrangements depending on driver and passenger needs.

Standard Kia Safety Features

Soul continues to offer the same high level of standard safety equipment as all Kia vehicles, including front seat active headrests, dual front advanced airbags, front seat-mounted and full-length side curtain airbags. An Antilock Brake System (ABS), Electronic Stability Control (ESC), Traction Control System (TCS), Electronic Brake Distribution (EBD), Brake Assist System (BAS) and a Tire Pressure Monitoring System (TPMS) also are standard. Front and rear crumple zones, side-impact door beams, impact-absorbing steering column and Lower Anchors and Tethers for Children (LATCH) system also come standard on all Soul models, making for a comprehensive list of standard safety features.

Industry-Leading Warranty

Like all Kia models, Soul is covered by a comprehensive warranty program, which offers unprecedented consumer protection. Included in this program are a 10-year/100,000-mile limited powertrain warranty, a five-year/60,000-mile limited basic warranty, and a five-year/100,000-mile anti-perforation warranty. A five-year/60,000-mile roadside assistance plan also is part of the comprehensive coverage program.

About Kia Motors America

Kia Motors America (KMA) is the sales, marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 630 dealers throughout the United States. For 2008, KMA recorded its 14th consecutive year of increased U.S. market share. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline "The Power to Surprise."