It’s been exactly twenty years since Kia debuted in the US, back in 1994. You’d think that by now, having established itself over time as a maker of cheap and reliable motors and increasingly high quality ones as of late, they’d have rid themselves of the “crap brand” stigmata – Wards says they haven’t, though…
Not only have Kias been featured in the publication’s “best interiors” trophies, but the cars they now make are by no means unattractive, inside or out. They are mechanically competent and come with good engines – they’re even trying their hand at luxury (K900 pictured), along with fellow group members Hyundai.
However, it seems that it will take longer for it to be perceived differently. Wards quotes Michael Sprague, Kia’s chief marketer for the US, as saying “When I came into the position six years ago, in my head I thought it was going to be about a 5-year period of time to change (Americans’ perception of us). And it has changed. But I’d like it to go faster. I haven’t gotten everybody yet.”
He also points out, quite worryingly, that Kia actually ranked third worst in ALG’s Brand Perception of Quality study for 2014, above (now gone) Suzuki and unsuccessful Smart.
Sprague was keen to note, though, that “The reality is it’s almost a complete inverse, we’re above all those brands;” we don’t know if that’s true to the letter, but it does sound a bit harsh for them to be placed so low.
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