Since Kia debuted in the U.S. in 1994, the brand has come a long way from the quality-deficient ’95 Sportage small SUV and Sephia compact car.
In 2012, Kia surpassed the half-million-sales mark and now has entrants available in almost every segment in the U.S., barring pickups.
Kia also has won numerous awards in recent years, including Ward’s 10 Best Interiors trophies for the ’14 Soul compact car and ’13 Cadenza large sedan, and Kia was sixth among brands on this year’s J.D. Power & Associates’ closely watched Initial Quality Study.
But executives are finding the public’s perception doesn’t change as quickly as the speed at which Kia collects accolades.