Kia came ashore here 15 years ago. And its early offerings were nothing to write home to Korea about. Alex Fedorak, Kia's straight-talking spokesman, readily admits this.
Since its arrival, this Hyundai corporate sibling has steadily increased the quality of its wares. It's now reached a point where it builds cars that are as good as they are affordable.
And while it still sells on price, it has been busily reinventing itself as the manufacturer of cars that are also eye-catching and desirable.
The recently introduced 2010 Soul, a cute, offbeat, and highly successful hatchback, is an example of this new direction, and so is the even newer 2010 Forte compact sedan.
The Forte, which is just arriving in the showrooms, is a lively, stylish replacement for the ho-hum Spectra. And like the Spectra, it will be what Fedorak terms the company's "bread-and-butter car."
It will also play a rough game of Window Sticker with its competition. With a base price of $13,695, it checks in significantly below the lowest priced Toyota Corolla ($15,350) and Honda Civic ($15,305).
It also boasts more standard equipment than its typical foes. Standard techy bits on the cheapest model include antilock disc brakes, traction and stability control, tilt steering, satellite radio and Bluetooth connectivity with steering wheel controls.
And for my money, it's the best-looking of the compacts. Designed at Kia's California studio, its subtle, civil sculpting gives it the nod over the body designs employed by the Corolla and Civic, as well as the Ford Focus, Nissan Sentra and Mazda3.
Built off a modified Hyundai Elantra platform, the front-drive Forte has one of the roomiest interiors in its class. While termed a five-passenger sedan, the Forte actually seats four comfortably and provides adequate room for their luggage in its segment-leading 14.7 cubic foot trunk.
Like most econocars, the Forte could use a little more sound insulation, but the road noise hardly rises to an annoying level.
The Forte comes in three flavors: the base LX, the midline EX I drove ($15,795) and the more performance-minded SX ($17,195).
The LX and EX models are powered by a rather techy 2-liter, four-cylinder engine that summons up 156 horsepower with the help of variable valve timing and multi-port fuel injection. The sportier SX relies on a stronger, 2.4-liter, 173-horse four. The smaller four is buttoned to either a four-speed automatic gearbox or a five-speed manual. The SX uses either a five-speed automatic or a six-speed manual.
Whatever the engine/transmission package, the performance and fuel economy turn out to be pretty good, something that hasn't always been the case with Korean iron. The 2-liter car has EPA ratings of 25 city and 34 highway when mated to either the automatic or manual. The 2.4-liter SX has EPAs of 22 and 32 when teamed up with the manual, and 23 and 31 with the automatic.
The best mileage, however, is reserved for the EX model with the Fuel Economy package. This option, which includes the five-speed automatic, an electric power-steering unit, special silica tires with lower rolling resistance, and aerodynamic enhancements, delivers notable EPAs of 27 and 36.
While the Forte's acceleration is certainly lively enough, the car's steering and handling remind us that this is inexpensive family transit on the trail of economy and comfort, not sporty driving. In short, cornering in the Forte is not going to make us forget a Civic or Mazda3. This is true not only of the high-volume EX that I'm reporting on, but the sportier SX as well.
The Forte sedan will soon be joined by a two-door variant called the Forte Koup, which is apparently Korean for coupe. A five-door hatchback version is under consideration.
Like its brethren at Hyundai, Kia teams good value with an outstanding warranty. The guarantee includes five years/60,000 miles bumper to bumper, and 10 years/100,000 miles on the power train. Roadside assistance for five years/60,000 miles is also part of the deal.
2010 Kia Forte EX $15,795.
Base price:
As tested: $17,490 (includes automatic transmission and shipping).
Standard equipment: Includes 2-liter engine, four-speed automatic gearbox, antilock disc brakes, traction and stability control, tilt steering, satellite radio, power windows and doors, keyless entry, air-conditioning, wheel-mounted audio and cruise controls.
Fuel economy: 25 city, 34 highway.
Engine performance: Good.
Handling: OK.
Comfort: Roomy, good ride.
Styling: Top-drawer.
Warranty: Five years/60,000 miles bumper to bumper, 10-year/100,000 miles on power train.
The Ben Key: Four Bens, Excellent; Three Bens, Good; Two Bens, Fair; One Ben, Poor.
Contact Al Haas at Alhaasauto@aol.com.
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