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First Drive: 2010 Kia Soul Sport makes the scene in Miami

by Chris Paukert (RSS feed) on Mar 17th, 2009 at 11:58AM

As far back as 2005, Kia tasked itself with becoming Korea's sporty automaker, leaving parent Hyundai to become a more affordable luxury brand. Then-chief operating officer Len Hunt admitted that while Kia's value proposition was clear, its products largely failed to connect with buyers on an emotional level – the company's models were purchased based on price, warranty and little else. Since that time, Kia has steadily introduced a slew of greatly improved products, but nothing remotely "sporty" has hit showroom floors. Sure, there have been a few promising-looking concepts, 2007's... Read More

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