How Kia Pulled Off A Massive Turnaround 

Kia dodged a bullet by avoiding Ford's bid.

I had a Kia Soul 2010 2.0 engine for almost 10 years with 250K miles on it, and that mothertrucker was still going strong.

Genesis and Telluride owner here, the standard features and tech is unparalleled for the value. It was a struggle to find a BMW with cooled front seats and my Telluride even has them in the back. The list goes on and on. They are killing it!

I worked at HQ 2006-2017. When I started, we worked out of an old parts warehouse and I had a crusty old computer. Last place in residual values, almost last in quality, lowest transaction prices in the segment. Then the company hired an all-star team and did something crazy...they EMPOWERED us to lead and drive the company forward...to build, to push, to create, to take chances. Proud of my time there. ES Chung is a true leader.

I would never consider Kia 5 years ago... until we drove Telluride in 2021.. that changed my mind. Now, we have EV6.. what an amazing EV car. One of the best car I ever own.

I’m extremely satisfied with my Kia Carnival. Roomy, comfortable and modern, with a lot of tech.

I was so angry with a rental company in Hamburg when they offered me a Kia instead of a Golf I had booked as they were all out. I was pleasantly shocked by the ride quality, level of equipment etc that I thanked the rental company in the end. Very impressive and not surprised by their success.

I used to work for Kia. Even bought a 2017 Kia forte before I left. I am so proud of the leaps and bounds they went for their customers since 2016 year after year. Hats off to everyone over there.

Just looking from the outside Hyundai and Kia seem to care a lot about how their cars look and take risks with new designs too. The Kia logo rebrand is amazing too.

The KIA logo change was a game changer for them. Literally had to google what car brand it was cause I keep seeing it on the road and now I’m for sure my next car is a KIA.

My wife and I bought a used sorento. It has to be one of the best vehicles we have ever owned. Never burns any oil and no rattles or squeeks. Just a solid vehicle.

The big turning point as I remember was when they redesigned the Optima for the 2011 model year. My mother and I were leaving a restaurant and there was an SX in the parking lot, she turned and asked, "What type of Jag is that?" When I explained that it was an Kia she took instant note and bought one 3 years later. She's now in her fourth Kia, I'm in my second

I only own Japanese cars and recently when I was traveling I rented a generic SUV and they gave me a Santa Fe. I was shocked. Ride quality, fuel economy, and features were excellent

Brought a used Optima ten years ago and it's still my daily driver with 160k miles. And still looks great after a wash.

I am the proud owner of a 2019 Kia Soul. And as an auto Enthusiast, I must say, this one of the best cars I have ever driven. Is comfortable, sporty, and very attractive looking. I have zero regrets

Remembering how far Hyundai, Kia have came through all the way back from 30 years ago, from a 1990's cheaper Korean choices vs Japanese cars, to the reliable brands today. It took them a long time to understand what the North America market needs and their brand positioning, and the courage to move forward.

KIA brand really reflects South Korea's tenacious attitude towards adversity, the country went from one of the poorest war-torn countries to one of the developed countries that punches way above its weight. Same with KIA, a laughable underdog to one of the most reliable, great car makers.

After watching Doug Demuro’s review of the Stinger, I feel in love with it. I bought a brand new 2018 Stinger GT toward the tail end of 2018. I came out of a 2010 C6 Corvette and I even managed to get a pretty big discount. I still have my stinger. It’s an amazing car, still turns heads and brings a lot of attention. A lot of people still question if weather or not it is a Kia.

EV6 and EV9 look incredible. The new Sportage is great too. The taillights on Kia's are so fun and creative. I'm surprised half of Kia buyers make over $100K a year though, wow.

It was 2006 when they started caring about quality, and 2011 when they started caring about design. As a car guy now living in Detroit, they've really impressed me with their growth. They've also really filled in the demand for cars when Chrysler, GM, and Ford really fell off the bandwagon in terms of quality last decade. That's why those 3 marques now have 1 or 2 nameplates in that segment, when they used to have at least 4 or 5, and KIA has 4. The customers vote with their dollar.

I've owned a Kia e-Niro here in France since March 2019, it was one of the first batch to arrive here so I was a bit worried by the possibility of early production car problems. After 88,000 km it has been pretty much flawless. The 12v factory fit battery wasn't up to the job which is strange as EVs don't pull cranking amps but they MUST have 12 volts to open the relays to the traction battery. I replaced it with a Bosch after 3 years. Kia did an initial recall to add a battery heater and a known problem with front wheel articulation leading to a 'clunk' when slow manoeuvring to park was fixed without any fuss. The 64 kWh battery is in fact 67.5 kWh and this buffer, together with the BMS has resulted in no loss of range at all. We have done long hauls from our home in South west France to the UK, Germany and Switzerland and never had a problem finding fast public chargers. The charging speed is no longer up with newer cars, topping out at 75 kW which it can only sustain for the first 20% or so of charging, so it takes about 30 minutes to add 200 km but as retired folks we are rarely in a rush. This summer the surprising amount of rear seat space has allowed us to carry 4 adults plus a toddler in a child seat with acceptable comfort. The build quality seems solid, at least as good as previously owned Toyotas and on the billiard table pot hole free autoroutes of France the car rides smoothly and quietly.

The reason why Kia does so well, is that it offers standard features that other brands upcharge for, it looks decent (not cheap nor necessarily luxury - more mid-tier), and their cars appear to be reliable. I almost bought a teleride a year ago, but the equipment shortage shot prices out of my price range.

After taking my Stinger on a road trip halfway across the US, the only thing going through my mind at the end of the day was, "When do I get to drive this some more.

My 2016 Kia Sedona SX made in Korea has been amazing. Very reliable. 99,600 miles currently and still under powertrain warranty. Just recently got a front axle replaced under the powertrain warranty, save me a lot of money. Never would’ve considered a Korean car 10 years ago, but here I am singing their praises.

Proud owner of a Stinger GT myself since 2020, the thing is a beast. Crazy bargain too at $37k

My current car is a 2017 Niro Touring Edition. It's the best car I've ever owned. I've been a Kia fan since 2012 and I'm super glad that they're finally getting the rep they deserve.

Switched from Q5 to Telluride 2 weeks ago. Needed a bigger car but didn’t want to spend $80k+ for the luxury segment. Very happy with my decision!

I believe such unique design and elements in the Kia car made Kia's popularity explode. From their city car like Picanto to their full-size cars like EV9 and EV6, each and every one of those Kia car designs really is a head-turner, at least for me!!!

Ever since I got a Hyundai, it's whole circle including Genesis and Kia has come to my interest. Currently have a 2017 Santa Fe Sport, and now on a waitlist for Kia EV6. They've doing a great job!

I'll never forget my familys first car which was a 1990sh Kia Pride that used to be a taxi. That thing took us everywhere 😌 Makes me feel old to see how far they've come

Love my EV 6. I turned it into somewhat of an adventure vehicle by throwing a roof rack on it. Took it on a road trip and it's been nothing but a joy to drive.

This video has educated me on Kia. I just assumed Kias were cheaper cars targeting the market of affordable cars. Gotta say great looking cars and glad to hear they are also quality cars.

I never really looked at Kia until I saw a friend's Kia Soul with well over 200k miles on it still reliably going strong. That car has been on a US road trip tour from sea to shining sea. It has been to all four corners of the continental USA. It has been to Texas and back to Kentucky every Spring and Fall, as well as Oklahoma, and plenty more destinations through the Southeast. I believe it is a 2018 model. That thing is currently on another road trip there and back again from Kentucky to Florida. The perks of this vehicle! It's got decent storage space. It takes what most people want on an SUV and puts it in a vehicle with much better fuel efficiency. Fine for those that rarely go offroad. It will probably handle most driving conditions. Is this why I see so many Kia Souls ??? They are everywhere now. That's a practical vehicle. I don't know much else about them other than noticing they've invaded. They're everywhere!!!

I owned a 2018 Kia Soul for over 3 years. Awesome car. Never had any issues.

I just bought a 2024 Kia sportage and man I’ve had so many complements. Also I’ve been to 5 different dealerships and what got me was the customer service and the transparency at Kia.

My family went from bmw to hyundai in 2018 when we test drove one and were blown away how much car you could get for so much less money. my parents were honestly fed up with bmw reliability problems and heavy maintenance costs due in part to service centres charging more the moment they see a bmw or merc badge. So far they absolutely love the hyundai cars (and genesis) and theyve been rock solid reliable in the past 5 years of ownership (compared to when one of our old bmws had issues 2 years in) also cant fault the substantial cost savings of not using premium fuel that we used on the bmws. Truth be told i still love and prefer bmws though, growing up around them gave me a special fondness for them

As a lover of car industry and korean , I am really happy to see this video. In the past, as you all know korean car wasn't given good reputation by other countrie consumers. it was reality and there was some reasons that they had, which was understandable. But since Hyundai and Kia developed EV car, they have been receiving good assessments from all over the world. I'm so proud that Hyundai and Kia made their position high in the car market. I want they to keep going. Gooood

Still driving my 2008 Kia Rondo 7 seater that I picked up for 5k many years ago. By average American standards, I should have upgraded to a minivan years ago, but this thing keeps on running. I love it!

2011 is when they released a new generation Optima and it was so unique and different from a Camry and Accord, tons of awesome features like panoramic roof, heated steering wheel and cooled seats at shockingly low in price. It also looked crazy stylish and good. I think that was the real beginning of their turnaround. In the early 2010s they started releasing much more stylish cars with Mercedes S class features for Honda Civic money, on top of the 100,000 mile warranty they drove a hard bargain. I remember being 16 and wanting an Optima so bad.

I personally believe KIA’s strength is in their willingness to be flexible. They constantly changed either through car design, consumer focus, and now, strategy with EVs. They see the trend and what’s hot and quickly capitalize on it.

My first car was a 1996 Kia Sportage. It was one of the best city cars I ever had, and I could do a little bit of country driving too. i been a bit dissapointed with their change to increase the wheel base though as its main draw card for me as a young adult was the small wheel base combined with large power in a small car. years later I got a second Sportage in 2011... and crashed it at 100kmph (microsleep at wheel), i came out with just a few scratches despite the car being totalled. Saved my life.

A truly remarkable story. I learned more about the Kia brand. Thank you. I, myself used to make fun of Kia when Japanese cars were flourishing in our car market. Now, in 2023 and moving on forward, hats off and great respect to Kia for how far they have come and I can't wait for the next 10 years what beauties Kia will pump out!

I’ve worked in car rental for 20+ years and up until now Hyundai and Kia were mid. Now they’re the nicest and reliable cars on our lot, Hyundais are just chefs kiss 🧑‍🍳 now.

My family used all kinds of Kia vehicles through the years We had the sorento, carens, carnival, our warehouse uses the k2700 and my mom just bought a bright yellow stonic lol. Only issue I had is that their parts are a bit pricey. But pretty reliable all these years

I own a 2023 Kia Stinger GT, and it is one hell of a car. Easily the best car I have ever owned from a performance and build quality perspective.

I was considering a used car, but instead bought a new KIA Rio 2023 sedan and am immensely impressed with the features, ride quality.

As a Korean American, this video makes me so proud! It's mind blowing how far SK has come in a little more than 80 years from a impoverished country ravaged by the Japanese occupation & war to what it is today.

That Kia Boyz thing is wild... but overall, Kia/Hyundai/Genesis really came out swinging and I've honestly had no qualms with them at all. 20 years ago my family would've never had anything from Kia/Hyundai but we now have 2 Genesis SUVs, a Soul and a Sportage on the way as a graduation present!

When I did research on buying a new car many years ago. I came across one article " Kia transform from Aboriginal to George Clooney." . The article worked, I own 2 Kia cars -both are going strong.

So basically in india kia has actually grown on a large scale especially with people wanting it even more as kia here is preferred into a more premium segment ❤ its crazy how they have turned the company around

Kias and Hyundais are luxurious enough and affordable enough to appeal to everyone. I like how you don't have to opt for some expensive tech package to get a panoramic sunroof or comfortable leather seats.

My first kia is Sorento 2014 and it went everywhere on the east coast. It only required regular maintenance so far

Kia has been impressive I have a Kia and I love it

My first purchased car was the 23 kia sportange hybrid and a year later I have zero regrets great car

The KIA Telluride is the best car you can ever own in your life. It is so well made and drives so well it is unbelievable. The ride is silky smooth and yet it is so stable in winter it is out of this world! We live on a small street that is not on the city's priority list when it comes to snow removal and on this one day last year when we had an ice storm, the road was literally an ice skating rink after a day of raining ice. When my partner drove to work in the morning, he was literally driving on pure ice and our Telluride pulled through. The car was skating on the road and the AWD and the traction control came through and was able to grip the road and stop itself. Imagine an 8-seater SUV skating on the road and stopping itself! And the car looks great too. We had other drivers on the road stopping our car just to give us compliments telling us how beautiful our car looked. The interior of the car is great too with everything so conveniently located including a huge infotainment screen, plenty of cupholders and charging ports for electronic devices, TWO panoramic sun-roofs, lean-back back seats, spacious legrooms, large windows for even third-row seats, 360-degree view, a feature that you can only get on the highest trim of other SUV's like the Volkswagen Atlas and power liftgate for the trunk on just the 2nd highest trim. The Telluride doesn't just take care of the driver; it takes care of its passengers too. And all of those packed features and high-quality build at 20% off the price of other comparable mid-size SUV's. It is UNREAL!! We were originally considering to buy a Volkswagen Atlas but when we saw the Telluride, we went for the Telluride immediately. The dealer told us that people were trading in their Porche to buy the Telluride. LOL Telluride is definitely the best car purchase that we have ever made in our lives. It's our home on the road.

Kia Niro 3 EV owner 21 plate here, over 100k and is still going strong , want to get the EV6 next

I have a 2020 Kia Forte & just jit 100k miles! I love my kia. Remembered when my mom had a 1996 Sephia & decided at age 20 to try a Kia & absolutely love it !

The EV6 is incredible

Props to the camera crew on the 2:58 interview. Awesome lighting, clean composition, open feeling yet my eye goes right to the subject. It's little things that make it so nice. Nobody probably notices it, but as a DP with my own camera crew in Minneapolis - just wanted to congrats them on the hard work.

I'm a big fan of the Hyundai Veloster, and Kia Stinger designs. I wish them continued success. Thank you.

My 1996 Kia Sephia (bought new for €10K) proved to be extremely reliable, still use it daily with 140K km. It's so simple and inexpensive to repair, no fancy computers and electronics. It's based on the Mazda 323, Kia bought their tooling when they changed the model. The way car prices are today it makes sense to invest €2K-3K to restore it to mint condition and have it last another 10 years.

KIA Carnival, Telluride, Soul, Ev6, Stinger GT, K5 are all unique vehicles in their segment that are original and are the same if not superior to all other manufacturer’s offerings at the same price range and trim. More standard features for a lower price plus the best warranty in the business.

I think great design and styling are a MASSIVE part of their success. Interesting and brave is always better than reserved and boring.

Knocking on wood, never had a problem with my '19 Niro with over 60k miles. I cross shopped the Niro with its cousin Ioniq as well as the benchmark of all hybrids, the Prius. I preferred to get the Ioniq but the wife was more inclined with the Niro. To this day, I dont regret purchasing our first Kia.

In recent years, Kia has launched a number of popular new models, such as the Telluride SUV, the Niro EV, and the EV6. These models have been praised for their stylish design, impressive performance, and long list of features.

I was skeptical about Kia but fell in love with my leased 2014 Optima. I bought a 2017 Sportage and it's still going strong after 110k miles. Wife and I just bought a 2023 Kia Sportage as a second car and it was only delivered dealership less than a week prior.

bought my daughter a 2018 KIA Forte in 2019 (her first car while in High School). The single worst purchase I've ever made - it hasn't been stolen or burst into flames [yet] but our insurance premiums in Illinois are more reflective of a luxury sedan than an economy vehicle. Someone please start up a second class action lawsuit to address both Hyundai/KIA negligence on behalf of ALL owners irregardless of theft, fire, etc. Owner insurance premiums totaling nearly twice the cost they should be isn't fair. They shouldn't be allowed to sell vehicles in the U.S. until this is addressed.

I bought sportage about a month ago after doing my research. First of all, design change made a difference. I wouldn’t buy if they didn’t change the the design. Secondly, I like how it’s a “full” car by default. Many assistants and sensors comes even in the lowest package. I also liked VW Tiguan but at the higher price it had less features (eg no lane assistance or adaptive speed control)

I love my Hichroma Red 2021 Kia Stinger GT and it turns heads everywhere I go. Kia has definitely upped their game in the last decade and I can’t wait to see what their cars look a decade from now.

The way Kia has also took the Indian market with a huge wave in a very short period also deserves a seperate video...Both Kia and Hyundai have demolished the rivals...🔥

Between me and my son , we had 14 Kia and Hyundai since 1990 , I was a building inspector before my retirement and I did about 50 ,0000 km a year , I had a faulty gas pressure unit in my 1990 Excel at 160,000 km and that's it ! My son as currently a Stinger GT 1998 and I got myself a 2020 Soul EX Premium...With good maintenance the're industructible..

I bought the Kia Cerato sedan in 2012 and the car is still as reliable as it was when i first got it. I am planning on buying the Sportage soon, quality product.

I have a 2011 kia optima sx and still working perfectly fine with no major issues and it has 135k miles.

I bought a small KIA car a few years ago, brand new from the factory. I had zero issues with it basically. And a 7 year warranty. Cheapest among the competitors. How can you beat that? I had to sell it because I needed something bigger. But I would recommend it to anyone who can afford to have an extra car to commute around town with.

I drove a 2005 Sportage for 17 years and traded it in on a 2023 Soul, which I absolutely love! 💖

Really wanted a Telluride but couldn’t get there money wise lol . Wife and I ended up getting a Sorento love it as well

I enjoyed the story and description of Kia’s journey. I just bought a 2023 Kia Sportage X-Pro. I have a 2013 Toyota Highlander with 237K miles on it. Time to cross shop, Kia won, better styling, better features, better warranty and better pricing. Gotta be keen on the financial aspect, sales are sales unfortunately. But your story was so on target 🎯. Kia is definitely NOT the bargain basement brand anymore. Time will definitely tell as far as reliability, but their warranty covers that concern. Ive been watching tons of video reviews on my vehicle and all have given it praise. So far I’m very satisfied with my choice. Good job 👍🏾 Kia.

I see them everywhere. I bought a K5. It is a well priced car with decent features and looks sharp.

I bought a Kia Niro Hybrid last year. It was my first car purchase. I save a ton on gas since prices skyrocketed due to inflation. It doesn't feel cramped like a prius. The exterior design is very nice for a non luxury car. The interior seats are interesting because they're not leather and feel cotton like but resist water and fluids. I would recommend Kia for anyone that has to drive and commute especially in California.

Kia has become an excellent brand. Working together and sharing research and tech alongside Hyundai has benefitted both of them. A base Kia or Hyundai come with all the bells and whistles, it's unmatched by rivals.

How do we be successful? Give the customers what they want and don't screw them over

I have a sorento and when the engine failed Kia paid for everything plus my rental. Besides that I love the sorento

In the last 3 years, Kia has become the fastest growing car brand in India 🇮🇳

People used to make fun of Samsung, saying japanese brands had better quality, etc and look at them now, I have a feeling the same will happen with Hyundai/Kia.

They have issues like every brand but they impressed the market. Honestly seeing kia’s in high end places around town is crazy. They went all in the right way.

Great to see this successful company

I’ve bought my kia 2016 3 years ago and never had any issues with it

The Telluride is so successful because it looks so dang good for a station wagon. Why don’t other manufacturers try and make good looking cars? Some new cars are just hideous. Lol

I remember when I started seeing the new ones on the road and I don't know what it was but I just loved the way they looked.😊

I use to talk so much crap about my partners 2013 Kia Soul. Fast forward a few years, my car getting totaled in an accident, I get a 2022 Kia Seltos😂

Although Kia is an overseas company, one of its biggest strengths is that it invests heavily in the U.S. and benefits ordinary Americans by revitalizing the U.S. local economy. Hyundai and Kia are often criticized in their home country for giving too much preferential treatment to the United States, and the news often shows Hyundai or Kia unions in South Korea protesting against this.

I purchased a 2019 Kia Forte about 6 months ago and I've been super happy ever since. Despite being a few years old, the design is still strikingly modern, I've had 0 mechanical issues with it so far, and (if there's no traffic) I can often get over 40 MPG on my commute to and from work. All of this for a super reasonable price. 10/10 would get another Kia in the future.

KN has definitely stepped up. Im a Q50 owner and the stinger is nice man

This video really deserves an praise 👍👍👍👍 Kia was an cheap stake Underdog, something which was mocked for everything which it didn't deserved at all, and now, you see that as an benchmark for quality and reliability, nothing less than JD POWER giving it credibility and pedigree all over the World.

My band's bassist got a Kia Carnival, man that thing is a truck. We 5 seat in it will a drums and gears, drive miles and so damn reliable.

Great video. Thanks

I'm the 3rd owner of a 2013 Kia Optima and I've driven this baby everywhere across the US from the canyons of Utah to the mountains of WA state. 95K miles and counting!

i’ve had two kia souls! definitely a niche market. the hate i get makes me giggle. it’s an amazing car! i had a 2nd gen and now im on a 3rd gen with the turbo. the people that get it, get it

I had a 2001 Sportage, a 2002 min van. They were problem free, but cheaply made. Now I have a 2023 K5 GT Line, which is beautiful inside and out.

I bought an EV6 last year - it's been the best car I've ever owned (I'm almost 59). We ended up replacing my wife's old Acura RDX with a Hyundai Tucson PHEV. If you would have told me 10 years ago that I would own two electrified vehicles, and they'd be from Kia/Hyundai, I would have laughed at you. We are so happy with both vehicles, as they have both been fantastic so far.