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SEATTLE – A Kia once was considered a poor man’s Hyundai. That’s not too great a compliment, considering until recently a Hyundai was thought to be a poor man’s Honda.
But now the Kia brand finally is getting some respect from its Hyundai Motor Co. Ltd. overlords, who, after lavishing attention and money on the Hyundai brand (see the Genesis), finally have tossed some won in Kia’s direction.
Evidence of the emergence of a new Kia has been building slowly and subtly with each new model launch or redesign.
But the March debut of the ’10 Soul blew the slow-and-steady improvement track to shreds, showcasing a bold new direction that places a high priority on styling, a longtime problem area for Kia.
The ’10 Forte compact, replacing the Spectra and on sale now, is more evidence the newest models are not your older brother’s college roommate’s Kia.
Forte SX testers driven here boast great fit-and-finish and materials inside, a competent large 4-cyl. under hood and scads of creature comforts (including standard Bluetooth and Sirius XM Satellite radio), all meant to appeal to the most discerning compact-car shoppers.
As a result, the Forte is just a step away from same-breath mention with the segment’s sales leaders.
But there is a downside. The car’s cabin is not nearly as quiet as the Toyota Corolla’s; its 6-speed manual lacks the crispness of the Honda Civic’s gearbox; and styling-wise the Kia doesn’t stand out in the same way the new Mazda3 does, with its brash-but-noticeable grinning grille.
