Since it came to these shores in the early '90s, Kia has been running for sales on a price/value platform, as a somewhat dressed-down version of its corporate cousin, the Hyundai.
But in recent times, the South Korean automaker has been taking a walk on the mildly wild side.
It doesn't want to lose its value image, I was told by Michael Sprague, grand marshal of Kia's marketing parade, but it does want to present itself in a more youthful, fun-loving light.
To that grabbier end, it brought in Audi styling star Peter Schreyer to oversee the funification of Kia.
First out of the chute was the highly successful 2010 Soul, a terminally cute rendition of those boxy, youth-oriented little wagons like the Nissan Cube. That was followed by the Forte, a stylish replacement for the less-rousing Spectra compact sedan. That family four-door was followed by the considerably sportier Forte Koup.
The latest member of the youth movement is the all-new 2011 Sorento crossover SUV, which goes on sale on Jan. 2.
The new Sorento is a zinger from a styling standpoint. It features an aggressive stance and interesting sculpting, particularly the flared hood sides. Its front end evokes that predatory quality one finds in the new Chevy Camaro.
It is, in short, a particularly handsome compact crossover that takes a big technical step past its predecessor. For openers, it replaces the previous model's truck-type body-over-frame construction with a more car-like unibody. It is also a lot easier on gas than the old one. The most economical 2011 has estimated EPAs of 21 city and 28 highway. The stingiest previous Sorento had rather grim EPAs of 16 and 22.
The Sorento will be available with either four- or six-cylinder engines and both front- and all-wheel-drive. I got to drive all of the configurations in pre-production form at a recent press introduction, and came away feeling the manufacturer had done a satisfying job with all of them.
The Sorento shares its architecture and mechanicals with its Hyundai counterpart, the Santa Fe. It is differentiated from the Hyundai vehicle largely by its styling and interior design.
Interestingly enough, the Sorento will be the first product of Kia's first U.S. manufacturing facility. Located west of Atlanta in West Point, Ga., the huge, state-of-the-art assembly plant and training facility carries a billion-dollar price tag when you tack on the $400 million in government incentives.
The Sorento proved as roadable as it was attractive during the test drives. It steered and handled nicely, and was certainly comfortable enough. It was also a quiet car under most driving conditions, although you could elicit some engine noise from both the four and the V-6 if you jumped on them at a stoplight or in a passing situation.
At 184 inches, the Sorento replacement is three inches longer than the old car, which translates into more legroom, and an additional five cubic feet of storage space. The Sorento can be obtained with a third row of seats, which raises the seating capacity from five to seven, but bear in mind that that third row is basically the province of smaller dependents.
Except for the tight quarters in the third row, the Sorento is roomy business, a fact Kia is emphasizing by getting it declared the official car of the NBA.
"The average NBA player is 6-foot 7, and that guy fits in this car," noted Kia spokesman Alex Fedorak.
While the previous-generation Sorento was powered by two hard-drinking V-6s, the new car gets its motivation from a pair of more efficient engines that sip their cocktails.
The duo includes a 2.4-liter, 172-horsepower four, and a 3.5-liter V-6 that develops 273. With the exception of the base four, which has a manual gearbox, all the models use a smooth six-speed automatic.
The front-drive four's EPAs of 21 and 28, while quite good, are a bit behind the segment-leading Chevy Equinox, which boasts estimates of 22 and 32. (I suspect this is because the Chevy employs an even more efficient, direct-injection engine.)
Although prices haven't been announced yet, Kia executives say they will start under $20,000. That's a heck of a price for a crossover with an above-average warranty and a generous standard equipment list. Even in base form, the Sorento includes things like anti-lock disc brakes, stability control, alloy wheels, hill start assist control, and downhill brake control.
2011 Kia Sorento
Base price: $20,000 (est.)
Standard equipment: Varies with model.
Fuel economy: 21 m.p.g. city, 28 highway (four cylinder).
Engine performance: Lively enough.
Handling: Fine.
Comfort: Above average.
Warranty: Five years/60,000 miles bumper to bumper, and 10 years/100,000 miles on powertrain.
The Ben Key: Four Bens, excellent; Three Bens, good; Two Bens, fair; One Ben, poor.
Contact Al Haas
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