2012 Kia Sportage Ex on 2040-cars

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How the Koreans are cracking the luxury market

South Korea's two largest automotive brands are no longer the same companies they were when they first entered the world stage.
Anyone who visits Seoul after a few years absence is likely going to be in for a shock. What was, not that long ago, a decidedly third-world city is today a thriving, sprawling metropolis increasingly on a par with the world's most modern cities.

2015 Kia Soul EV

You'd be forgiven if you weren't fully aware of this vehicle's existence. While the Soul EV is a big deal for Kia, as it marks the Korean brand's first foray into the world of pure electric vehicles here in the US, it simply has not a been able to garner much regard from the average car fan or, really, the automotive press.
As a green car, it has to be tough to compete with Elon Musk's remarkable ability to consistently hold our attention with nearly everything he touches at Tesla. Add that to the fact that the Soul EV doesn't offer a ton in the way of aesthetics to differentiate itself from its gasoline-powered sibling - save a few tweaks here and there - and its limited initial availability (CA only for now), and you end up with a vehicle that just isn't on a lot of people's radar. And that's too bad.
You see, none of the above is meant to imply that this is a bad car. In fact, as you read through our driving notes, you'll see that the reality is actually the opposite: Kia has a genuinely solid product on its hands.

Did a US automaker blow the whistle on Hyundai, Kia fuel economy issue?

In all of the most hotly contested mainstream segments of the motoring universe, the difference of one mile per gallon averaged on a widow sticker can mean the difference between a sale and a walk-off - to say nothing of two or three mpg. So, when Hyundai and Kia were forced to reveal that many of their 40-mpg ratings were actually 38s and 37s, well, it made for big news.
It also, conceivably, made for a competitive disadvantage immediately, when the Korean automakers' products were being shopped versus the guys down the block. And it's that disadvantage that makes a recent story from Automotive News so juicy.
AN is reporting that Margo Oge, former head of the Environmental Protection Agency's Office of Transportation and Air Quality, got a tip in 2010 that Hyundai/Kia were "cheating" to get its impressive fuel economy numbers. The tip, said Oge (who retired from the EPA this past September), came from a senior vice president from a domestic automaker. The source was credible enough for Oge to launch an audit of the Hyundai figures, which ultimately lead to the debacle that we reported on a few months ago, and that the Korean company has been trying to bounce back from ever since.