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Kia's brand perception still painfully lags behind reality

I can't tell you how many times I've been driving with friends or family in a decidedly nice Korean press car, only to have a passenger notice the logo on the steering wheel and exclaim, "Wait... this is a Kia?" For every time I roll my eyes at a story with a lede about how Hyundai "is really gaining momentum these days," I get equally annoyed when people comment on how Kia is finally starting to make decent cars. This is hardly news. The brand has been pumping out really solid stuff for a while now.
But as it turns out, not everyone knows that. According to Ward's Auto, speaking to Kia marketing chief Michael Sprague, the automaker recently placed third-to-last in a recent ALG Brand Perception of Quality study, only besting Suzuki and Smart. Wow.
Ward's notes that Kia recently earned a credible sixth place in J.D. Power & Associates' Initial Quality Study, and yet still fell way behind pretty much every other brand in the ALG study. The Korean automaker's cars have also won numerous awards in recent years, and have generally earned positive reviews from the media, Autoblog included.

A closer look at the Kia GT4 Stinger Concept

When we named the Kia GT4 Stinger Concept as our top debut at the 2014 Detroit Auto Show, our comments section had, let's call it, a tantrum. People were not pleased. Debuting alongside hugely significant production cars like the Chevrolet Corvette Z06, Ford Mustang, Ford F-150, Lexus RC F, BMW M3/M4 and Chrysler 200 (not to mention great concepts like the Toyota FT-1, Infiniti Q50 Eau Rouge and Volvo Concept XC Coupe), what business did a tiny, turbocharged, rear-drive Kia concept car have winning the prize as the best of Detroit?
Well, as it turns out, it has every right to be there. Our own Michael Harley sat down with the head of US design for Kia, Tom Kearn, to discuss the GT4 Stinger and find out just what the brand was thinking when it decided to create such an enthusiast-oriented concept. The interview gives a great insight into the car and its design, while Harley goes into some detail at the end of the video about why the GT4 was the Autoblog Editors' Choice of the 2014 Detroit Auto Show.
Scroll down to watch the full interview.

Kia hires Morpheus from The Matrix for Super Bowl ad

News of the Kia brand's inclusion in this year's onslaught of Super Bowl ads got out in December of last year, but other than the fact that the coming K900 flagship would carry the day, we knew nothing about the spot. Now AdWeek has revealed that it is Morpheus - he of The Matrix and guru for The One - who will guide us into a previously inconceivable reality in which Kia is a luxury car maker.
What we'll get is a 60-second spot produced by David&Goliath agency, following Morpheus (played by the man who made him famous, Laurence Fishburne) as he does the thing he does best: presenting a choice to a couple at a valet stand, allowing them to choose a red key or a blue key and, Kia would certainly want us to believe by the end of an "unforgettable ride," the truth.
It's Kia's fifth straight trip to the Super Bowl so it knows what to expect, but the task Morpheus has this time - to free your mind concerning the K900 - could be a task just as large as defeating all the agents and sentinels seeking Zion.