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Safe and Reliable Motoring
First, at this year's Geneva International Motor Show, and then in New York, Kia introduced its all-new never before seen
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| First at this year's Geneva International Motor Show and then in New York, Kia introduced its all-new sporty Rio5. (Photo: Kia Canada) |
subcompact, the Rio. Hold on a second. Didn't the South Korean brand already do that at the North American International Auto Show in Detroit? While this is indeed true, the vehicle introduced in Europe and then in the Big Apple was a practical and sporty five-door liftback, a body style that appeals to European buyers and trendy North Americans. The Detroit debut was of the notchback four-door sedan, which is favoured by the less trendy on this side of the globe.
The whole notion of separate release dates and international debuts is just a not-so-subtle hint as to how Kia is planning to play its future cards in a big way. The South Korean firm, owned and controlled by that country's other automotive giant Hyundai, wants to project itself into the top five automobile manufacturers in the world by 2010. There's no better way to get the attention of the public than by releasing its cars to the right audience at the right time.
As with the Sportage SUV, the Spectra compact and the pocket-sized Picanto (not sold in North America), the Rio has been revamped
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| The 5-door Rio has been revamped under Kia's new corporate strategy. (Photo: Kia Canada) |
under Kia's new corporate strategy. Bearing the weight of a reputation for building low-quality, bottom-rung vehicles (the worst offender being the original Rio), Kia hopes that the new liftback and sedan will improve the company's and model's images in customers' minds.
"The new Rio offers customers more space, more power, higher performance, better handling, a smoother ride and enhanced fuel economy," says Mr. Yong Hwan Kim, VP of Kia Motors. I'd say that's as good a start as any.
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