Kia Sorento Receives Top Award for Quality

While Sorento Receives Quality Awards J.D. Power IQS Rates Kia Brand Poorly

Kia is adding yet another award to its name. Earlier this year, the New England Motor Press Association named the Kia Sorento the Best SUV under $25,000. Also, it was the Best in Class in the Standard Mid-Size SUV category for the 2003 Vehicle Satisfaction Award presented by a top automotive consulting firm, Auto Pacific Inc. Furthermore, the Sorento holds the title of Best Overall SUV Value and Best SUV under $25,000 given by the Northwest Automotive Press Association at its annual Mudfest competition.

Now, the impressive mid-sized SUV holds the highest consumer rating voted by new car buyers in the 2003 Strategic Vision Total Quality Index (TQI). In addition, the Sorento just happened to tie for first place with the ever popular Toyota 4Runner in the medium-sized SUV category.

So how does this voting take place? Strategic Vision, a respected market research firm that operates out of San Diego, CA, measures overall new car buyers experience owning and driving their new vehicles. The company performed the survey on more than 31,000 new vehicle owners, who bought new vehicles between the months of October and November, 2002. The TQI is measured by analyzing the complete ownership experience with regards to attributes, expectations, and emotions.

Peter M. Butterfield, Kias president and CEO commented, "We are extremely pleased that the Sorento is ranked so high among our toughest critics--new car buyers. Quality is one of our highest priorities and the Sorento is a great example of that commitment."

The news of the Sorentos high TQI runs contrary to J.D. Powers recent IQS (Initial Quality Study) rating for the entire brand, though, placing Kia third from last place at 34th among 36 automakers, with only Land Rover and HUMMER brands faring poorer. Korean rival and part owner Hyundai placed 11 positions higher up the list while Toyota was the highest rated entry-level brand, 9 spots behind its own top rated Lexus brand.

The Sorento, Kias newest product, shows the Korean manufacturer is working hard to improve its overall quality. By default it will move up one place next year when Oldsmobile goes out of production, but industry analysts expect a greater improvement than that, stating that the brand should inch closer to Hyundais 23rd position.