First impressions last. Except when they don’t. A few years back, I didn’t think the new-generation Accord was all that special. The enlarged Honda mid-sizer did the monkey-making thing; ascending the sales charts to become America’s top-selling mid-size family sedan. My first impression of Kia’s all-new Forte: it’s a hit. The Kia Forte’s a cheap (as in inexpensive), safe, somewhat stylish, fuel-efficient sedan that transports up to four adults in perfect comfort, without driving like a penalty box. In fact, this car is good enough that it could be a turnaround product for Kia, which has struggled to establish its place on the American automotive scene. But will it? What am I, psychic?

Marketing to a particular demographic is a tricky business–just ask Honda or Toyota. Honda introduced the Element in 2003. Toyota brought us the Scion xB in 2004. Both machines were designed as funky vehicles to fit the twenty-something lifestyle. Needless to say, their room and versatility immediately found favor with the quintagenarian crowd. Now Kia’s taking a shot with the Soul. Our own Eddie Niedermeyer, squarely in the demographic Kia’s aiming for, liked it. But then there are us pesky demographic-bustin’ Boomers. Will we see more Souls parked at the old farts’ home than on college campuses?

Sitting between two highly conventional Rios on the Kia lot, the Soul Sport looks like a visitor from another planet. The Kia’s European styling not only refutes the bland mediocrity of its fellow Kias, but also challenges the toaster-oven aesthetics of its boxy competitors. At the same time, it offers a more unique approach than Honda’s low-slung Fit hatchback. That said, the Soul is more the product of a careful compromise between its competitors rather than a genuine automotive oddity. So what happens when you pick the least-compromising trim level, the Soul Sport with manual transmission? You develop a new level of appreciation for the art of compromise.

In the last ten years or so, Hyundai decided it’d be fun to build things that resemble cars that people want to buy. In the process, the Korean automaker acquired struggling brother Kia. As you’d expect, the company offers the now-essential model in any current car range: the budget-priced, fuel-efficient compact car. In fact, American buyers hunting in that market segment can choose between Hyundai’s Hyundai Elantra and the Kia Spectra. Is it a distinction without a difference, in the not-so-grand tradition of General Motors? Let’s have a look to each model’s respective brochures…

Let’s get one thing out of the way right from the start: the Kia Borrego might list for a couple grand less than a 2008 Explorer, but the larger rebate on the Ford eliminates this advantage. The story is similar with other established SUVs. Since the Kia won’t cost significantly less than its highly evolved competitors— at least until Kia tosses some similarly serious cash on the hood—the late-to-the-party truck better have another major selling point. So…

Almost a quarter-century ago, Chrysler rocked the automotive scene by putting a two-box body on the K-car platform, calling it a minivan and inventing the soccer mom. Unfortunately, the intervening years haven’t been kind to the concept; the mini minivan is no more. In fact, the 2008 Dodge Grand Caravan is almost two feet longer than the full-sized 1984 Dodge Ram van. If you’re looking for a three-row people mover that won’t max out your garage, you can always go the CUV route– if you’re into poseurmobiles. Or you can consider the Mazda5 or Kia Rondo. But do these reborn minivans carry the torch, or has the genre’s flame fizzled-out?

Gourmet restaurants and McDonalds both serve salads. Both establishments offer greens, vegetables and some kind of dressing. Setting aside Mickey D's portion-controlled, polymer-intensive presentation, I doubt anyone would confuse the two salads based on appearance or taste. But what of a "proper" premium sedan and the Kia Amanti? It's an intriguing idea: an upmarket midsize sedan at a family sedan price. Cutting out a badge-related price premium is always tempting… but seldom worth it.

Kia is one of the only car brands sold in America that's never built an enthusiast's car. Sensible Swedish Saab offered the 900. Before their core clientele started losing their pulse, Buick ran the Grand National. Saturn looked to the Sky for salvation. GMC got caught up in a Typhoon. Even Hyundai has the Tiburon circling its enthusiast oriented customers. Kia? Nothing but cheap. Or… maybe not. "Being practical doesn't mean you have to take the joy out of life," their web copy proclaims. "That's the thinking behind the Rio. It's affordable and likes a good time as much as you do." What exactly does THAT mean?

Heavy frost blanketed Broken Bow Lake, Oklahoma, where my sons and I bade farewell to 2007. Thirty hearty souls braved the sub-freezing night for a fly fishing adventure. Predawn light revealed our trucks standing sentinel over the smoldering remains of the previous night’s campfires. Through my billowing breath, I examined ice crystals forming a thousand little shrines on the SUVs’ sheet metal. A thought occurred to me: everyone that made the journey to our pine needle-carpeted glade did so in a heavy bodied American SUV or pickup. In that early morning chill I wondered, is the Kia Sorento ready to join the club?

As I drove to my neighborhood Kia dealer, the window signage caught my eye. Actually, make that grabbed both eyeballs and ripped them out, Oedipus-style. DRIVE TODAY! NO CREDIT! BAD CREDIT! I wondered how long before the words “What price are you looking to pay?” would effect the same injury to my ears. While dealerships like this make Kia’s 100,000 mile warranty look like a mixed blessing, let’s face it: they know their market. As does the Kia Optima.

Chrysler has just unleashed its new minivan, hoping to jump-start sales in a sector that's been shrinking for a decade. During this slide, the Honda Odyssey and Toyota Sienna have moved their people movers upmarket, banking healthy margins on the back of tremendous customer loyalty. Meanwhile, Kia entered the fray with a more budget-minded alternative, the Sedona. Although Kia missed the obvious marketing opportunity (My my my, Sedona), the not-so-fancy shmancy minivan has proven itself a sales winner. Why?

Lazy automotive writers love assignments on Korean vehicles. The review practically writes itself: just recap a few Letterman-esque Hyundai jokes, feign shock at how much the brand has come along, issue some heavily-qualified praise ("it's endearingly almost Toyota-like!") and Bob's your uncle. We here at TTAC reckon it's time to stop treating the Korean brands like they’re special-needs children. It's time to judge these vehicles against their own self-proclaimed brand values. The Kia Spectra: "Simply put, it's a blast to drive." Simply put, we'll see about that.

If Toyota is the new GM, Kia is the new Toyota. After establishing a U.S. beachhead with price-oriented products, the Korean automaker has gradually expanded its reach by replacing its penalty boxes with vehicles sporting upmarket features and class-leading safety, while maintaining the brand's value promise. The Rondo is yet another example of the kind of mass market machine The Big 2.5 should be building, but isn't.    

There are three basic ways you can build a low-priced automobile. You can use lower-cost materials (and workforce). You can limit the standard features. Or you can keep variations to a minimum. When making the Rio, one of the lowest priced cars sold in American, Kia employed all three strategies. Is that a good thing? It depends entirely on where you draw the line between “cheap” and “inexpensive.”

I have no desire to piss off the Koreans, Northern or Southern. For those of you involved in that region's automobile industry, who probably view anything other than a puff piece as an affront to your family's honor, let me say this: the Kia Sportage EX 4WD is a nice SUV. It's nice– in the same sense that attractive women used to call me a "nice guy". In other words, the Sportage is about as sexy as mitosis.

One look at the Sportage proves that you can't reverse engineer style. The exterior incorporates all of the standard SUV design cues: blistered wheels arches, bisected radiator grill, integrated roof rack, blacked-out window surrounds, letterbox exhausts, etc. Like every other occidental pastiche, the whole is less than the sum of its parts. The Sportage is too big here (back end), too small there (rear three-quarter glass), not enough aggression anywhere.