A Car to Aspire To?

There was a time, not too long ago, when Kia would have probably been the last carmaker new vehicle buyers here in Canada

Nice looking car! Kia should have no trouble selling the new Magentis. (Photo: Trevor Hofmann, Canadian Auto Press)

would have aspired to own, but this mindset is changing. No longer do we think of the cute but rather remedial first-generation Rio, the even more antiquated previous-gen Spectra or for that matter the somewhat crude yet 4x4 capable earlier Sportage when the three-letter red and silver oval badge comes to mind. No, now that their more modern counterparts are amongst the most advanced in their respective segments, plus new models such as the Sorento, Sedona and Amanti have forever changed the South Korean automaker's brand identity, Kia is a name that commands a certain amount of respect.

Being that the long list of models which I just mentioned are responsible for an even longer list of global awards, a trend Kia would without doubt like to continue with the launch of its all-new midsize Magentis sedan, Kia, the automaker which also claims the industry's freshest model lineup, should be able to increase its stake in Canada beyond its current 2.2 percent hold; a scenario that should see sales of approximately 29,000 vehicles in 2005

It's rear three-quarter angle view is a personal favourite. (Photo: Trevor Hofmann, Canadian Auto Press)

rise to a projected 32,000 for 2006. Magentis sales alone, which are at about 2,000 units in the 2006 model year, are expected to at the very least double, but being that there is no set allocation for the car, Kia Canada could sell many more if it proves popular.

And after a day poking around inside and out, busily searching for any clearly evident and potential problems, driving it through winding country roads and on high-speed highways, getting to know the car's strengths and shortcomings as thoroughly as possible, I've got a feeling that the new Magentis will become very popular, and at the same time continue modifying Canadians' perceptions about Kia.

The first, and possibly most important factor in wooing more Japanese-centric buyers away from Camry and Accord, is styling. Where the old car looked a bit too early-'90s Chevy Corsica for my tastes, the new one has a unique character all its own. Yet in finding that character, Kia didn't resort to radical tactics, but rather had its designers create a conservatively attractive shape, less aggressive than some of its rivals, but

Simple, clean lines typify the Magentis approach to design. (Photo: Trevor Hofmann, Canadian Auto Press)

still resulting in pureness of form, immediately recognizable as a Kia, yet at the same time a car that should appeal to most peoples' sense of good taste.

To me, it looks best from behind. Its unique taillights are extremely stylish, again in a subtle, nothing-to-prove fashion. This minimalism encompasses the car's rear end design, and carries forward from the top, outside extremities of the rear lamps via a simple, elegant shoulder line, balancing a large greenhouse above and solid lower flanks below, highlighted by body-colour door handles and mirrors before tapering into sculpted front fenders that meet up with a strong hood bulge at centre and large, eye-like headlamp clusters at each side. From the front, a large horizontally grille pattern with four chromed strakes widens the car, giving it greater visual solidity, planting it more firmly on the ground.


Like the Magentis' exterior design, Kia didn't attempt to break too many longstanding rules when forming the interior. The setup is conventional, the way most people like it, so you, like me,

Again, nothing radical for the Magentis interior. (Photo: Trevor Hofmann, Canadian Auto Press)

should find it immediately intuitive. The steering wheel is relatively thick and meaty, foreshadowing its soon to be realized performance capability, especially if covered with optional leather. Its general shape is ideal for proper hand positioning, with its topmost spokes curved where they meet the wheel so to comfortably accept a set of thumbs. The shifter is equally ergonomic, and like the steering wheel, lets on its performance characteristics by exposing a notched gate as well as a do-it-yourself manual-mode.

As much as I felt immediately comfortable with the car's primary controls, I particularly liked the gauge setup. The dials are large and clearly legible, and script

Supportive yet comfortable seats underpin a nicely sorted driving environment. (Photo: Trevor Hofmann, Canadian Auto Press)

simple and to the point - just like everything about this car. A closer look exposes needles that are clearly related to Hyundai's Sonata, although not identical, which is not a bad thing but merely a point of interest. There is little else that lets on the two cars share a significant number of hidden components, which allows the Kia an almost completely unique identity inside and out.

Still, like the Sonata there's very little flash in the Magentis. Leather can be had, for sure, and a decent quality, immediately raising the driver and passengers' experience to a near-premium level. There are also a few aluminum-like trim details that give it a technical feel, but unlike most other cars Kia has spiced up these surfaces with a carbon-fibre like pattern, especially noticeable on the centre console and shifter surround.

That transmission bridges today's technology gap with five forward speeds, the least of automatics still offering four and the most advanced in the midsize entry-level segment delivering six. Mated to the 185-horsepower 2.7-litre V6,

The 5-speed automatic is a smooth-shifting gearbox with the advantage of manual mode for a more sporting experience. (Photo: Trevor Hofmann, Canadian Auto Press)

not the most powerful engine in the class but still energetic enough to feel sporting, shifts are crisp and precise, but then again, not so much that it forgets the need for refinement. When the manual-mode is used, the transmission holds its chosen gear right up to redline before shifting, nor my favourite attribute as I would rather it hold its gear indefinitely, but more importantly maintains a given gear through corners, allowing for quicker acceleration out of the curve.

And it handles quite well, by the way, having snaked its way through some rather circuitous roads on our day's travel. The Magentis is set up with MacPherson struts and coil springs up front, designed to be more entertaining than the multi-link system in Hyundai's Sonata, and I suppose if such a system is good enough for BMW, we should commend Kia for choosing it instead of merely adopting the Sonata's setup. There's some truth to the simpler setup saving money too, which of course should be passed forward to its new owners, so again, not a bad thing. Like the Sonata, the rear setup is multi-link with coil springs, delivering stability over even rough surfaces.


Without having the two cars side by side for a direct comparison on the same roads, it's difficult to say which one is more capable, per se, but having spent about nine months

Corners are no problem with the Magentis' "European Tuned" suspension. (Photo: Trevor Hofmann, Canadian Auto Press)

in a new Sonata, a car that I consider to be admirable amid rapid-fire corners, I'd still give the nod to the newest arrival. To strengthen this argument, it's important to take into consideration that Kia has also set up the Magentis' suspension more firmly than Hyundai did the Sonata, and therefore its tauter ride made it seem more agile, with less body roll during tight bends. The tradeoff is a slightly less compliant ride, although I'd be shocked if anyone complained about it being rough.

Finally getting back to the hotel, I couldn't help but notice a number of well-heeled guests checking out the lineup of new Kias, all bright and shiny in a

High-speed runs on straight-ways showed impressive stability plus commendable ride comfort. (Photo: Trevor Hofmann, Canadian Auto Press)

multitude of shades and colours, trim levels and unique details. Changing perceptions? Even among the wealthier clients of this 5-star establishment? This is clearly a good sign. No doubt such potential clients would want their Magentis fully stocked, but for those less endowed Kia offers a lot of standard goodies for a paltry sum. A mere $21,895 buys the baseline 161-horsepower 2.4-litre inline-four and five-speed manually equipped car, with CVVT technology no less, easily up to the task of moving five occupants and a rather large 420-litre (14.8 cu-ft) trunk full of luggage at a brisk pace. Also standard is one of the more spacious cabins in the midsize segment, at 2,951 litres (104.2 cu-ft), which translates into a truly roomy and comfortable interior no matter where you're sitting.

Occupants

Cool carbon-fibre-like surfaces and top-tier 5-way heated seats make for an upscale environment. (Photo: Trevor Hofmann, Canadian Auto Press)

will take comfort in knowing that a full allotment of airbags are ready and willing to deploy if called upon, two advanced units up front, of course, as well as front seat-mounted side airbags and full-length side curtain airbags, for a total of six. Active front headrests add to the safety features, as do standard ABS-enhanced four-wheel disc brakes. Also for accident avoidance, the Magentis gets a standard tire pressure monitoring system, which can help to save money in fuel too.

Together with the items already mentioned, the new sedan gets a healthy assortment of standard features, such as power windows, power door locks with remote entry and alarm, power and heated side mirrors, air

Steering wheel-mounted audio controls come standard. (Photo: Trevor Hofmann, Canadian Auto Press)

conditioning, cruise control and an anti-theft electronic immobilizer, plus it also gets a number of no-cost features that aren't normally part of this segment's standard menu, such as steering wheel mounted audio controls, and heated front seats with five-way temperature control (delayed availability in cloth upholstery models). The Magentis also sports blue illumination for the gauge cluster and centre console switches, although it was difficult to fully appreciate during my daytime drive.

A total of three trim levels can be had over and above the base LX model, including LX-V6, LX Premium and LX-V6 Luxury, priced at $23,995, $24,895, $27,795 respectively. While a number of features can be had beyond the more powerful V6 drivetrain when going beyond the LX, the option of electronic stability control, proven to reduce potentially fatal accidents, is probably the most lucid reason for moving up to the near $25K LX Premium, also standard with the slightly pricier LX-V6 Luxury models. This last trim level gets leather seats, which truly dress up the interior as mentioned previously, plus automatic climate control, one of my favourite convenience items. A tilt and telescopic steering wheel enters the picture in the second-rung LX-V6 model, while the next LX Premium model makes a power glass sunroof standard. A CD player, along with an AM/FM audio system, is standard across the line.


The final question many buyers will have is whether or not the new Magentis will prove reliable, and to that end there's no certain answer. On the negative, Kia has struggled to rate highly with

Third-party surveys suggest that Kia's cars are getting more and more reliable, plus its relationship with Hyundai won't hurt its chances of one day achieving top-tier status. (Photo: Trevor Hofmann, Canadian Auto Press)

various third-party consumer surveys, yet this problem seems to be trending to the automaker's advantage, rather than declining. With J. D. Power and Associates, for instance, Kia has been making significant headway. Once relegated to the bottom, no doubt as much due to perception as it has with reality, Kia has been rising through the ranks, and more importantly has been improving its problems per 100 vehicles rating. In the 2003 Initial Quality Study (IQS), the South Korean brand was rated 34th out of 37 nameplates, nothing to brag about, with 168 problems per 100 vehicles sold, all cars tested being within the first three months of ownership. One year later the same study found Kia's fortunes improve, to 31st position and only 153 problems per 100 vehicles. The 2005 study didn't show much movement in ranking, moving up only one notch to 30th place, but its problems per 100 units fell dramatically, to 140. The latest 2006 study is its strongest showing yet, in 24th place with 136 problems per 100 vehicles,now ahead of such industry figureheads as Mercedes-Benz, BMW, Saab, Hummer and Land Rover, not to mention a number of direct rivals such as Subaru, Mazda, Suzuki and Volkswagen.

The Magentis is warranted, bumper-to-bumper for five years or 100,000 km.  (Photo: Trevor Hofmann, Canadian Auto Press)

What may be a better sign of the Magentis' reliability, however, is how its close relationship with the Sonata may pay off. Hyundai moved into 3rd place behind Porsche and Lexus respectively, passing both Toyota and Honda in the process. There were many, of course, which were rated higher than Kia, but the trend is definitely in the South Korean brand's favour. The many shared components should theoretically help increase the Magentis' initial quality levels above its predecessor, and possibly even into Sonata territory - our long-term Sonata, by the way, has been faultless.

Lastly, Kia deserves credit for one of the best warranties in the business. "Kia Total Care Ownership Coverage" is a bumper-to-bumper fully-transferable

A new kind of Magentis is just one more testiment of an all-new Kia. (Photo: Trevor Hofmann, Canadian Auto Press)

warranty for five years or 100,000 km, the same length as its powertrain warranty, while roadside assistance is good for the same duration. By the way, those of you who might feel jaded that our neighbours to the south get 10 years of powertrain coverage, it's not transferable and therefore not as helpful in maintaining higher resale or residual values.

So, will the Magentis continue Kia's rise to greater fortune and respectability? Granted any unforeseen calamity, the automaker's latest entry should win over more long-term fans to the red oval than any car before it. Its elegant yet sporty styling, well-engineered mechanicals and high-quality interior, with superb fit and finish I might add, will impress those used to the shoddier construction of some domestic brands. Kia clearly isn't becoming the fastest growing automotive brand in the world by chance, and hardly takes its mission of winning your future business lightly. And you never know? You just might find the new Magentis is exactly what you need, as well as what you want. Changing perceptions is a long, hard business, but Kia seems prepared to keep building better and better products to win us over, and in the end it might even become a brand to aspire to.


Specifications:

• Price Range (MSRP): $21,895 - $27,795
• Body Type: 4-door midsize sedan
• Layout: front engine, FWD
• Engine: 161-hp, 163 lb-ft of torque, 2.4L, 16-valve, DOHC I-4 w/ CVVT
• Optional Engine: 185-hp, 182 lb-ft of torque, 2.7L, 24-valve, DOHC V6
• Transmission: 5-spd manual (optional 5-spd auto w/ manual mode)
• Brakes (front/rear): disc/disc, ABS
• Curb Weight: 1,425 - 1,491 kg (3,142 - 3,287 lbs)
• External Dimensions (L/W/H/WB): 4,735 / 1,805 / 1,480 / 2,720 mm (186.4 / 71.1 / 58.3 / 107.1 in)
• Seating Capacity: 5
• Cargo Volume: 420 L (14.8 cu ft)
• Fuel Economy (estimated city/hwy): 9.6 / 6.3 L/100 km (2.4L I-4); 10.6 / 7.1 L/100 km (2.7L V6)
• Warranty (mo/km): 60 / 60,000 comprehensive - 60/100,000 powertrain
• Competitors: Chevrolet Malibu / Impala, Chrysler Sebring / 300, Dodge Charger, Ford Fusion / Five Hundred, Honda Accord, Hyundai Sonata, Mitsubishi Galant, Nissan Altima / Maxima, Subaru Legacy, Toyota Camry, Volkswagen Jetta / Passat, Volvo S60
• Web site: www.toyota.ca

Revised Magentis to Premiere in Frankfurt this September

Since it debuted in model year 2001, Kia's Magentis has been a bit of a wallflower in the hotly contested midsize sedan market. The top selling

Since it debuted in model year 2001, Kia's Magentis has been a bit of a wallflower in the hotly contested midsize sedan market. (Photo: Trevor Hofmann, Canadian Auto Press)

Honda Accord and Toyota Camry get most of the limelight, and more recently Chrysler's 300, albeit more of a large car, has literally stolen the show.

But Kia hopes its new, completely revised Magentis gets a little more attention than its conservatively penned predecessor, thanks to sleeker styling, a larger overall footprint, and the always critical value proposition the South Korean brand's vehicles offer.

And there's a good chance that its new D-segment four-door will turn more heads than the original. While hardly as neck-snapping as Dodge's new Charger, for instance, the new Magentis will appeal to those looking for a slightly less dramatic, but still understatedly elegant entrance. After all, some people would rather not have their car announce its arrival from blocks away, preferring a more subtle approach.

This is one of the reasons why Toyota sells so many Camrys, that and

Kia hopes its new, completely revised Magentis gets a little more attention than its conservatively penned predecessor. (Photo: Kia Canada)

unshakable customer loyalty developed over decades of reliable service. But Kia, ranked quite low in J. D. Power and Associate's dependability (VDS) and initial quality (IQS) studies, doesn't have such laurels to rest on, and therefore has to be better than the best when it comes to styling, performance, and perceived quality, plus hit the market noticeably more affordable than its top-selling Japanese rivals.

While the Magentis has clearly been designed so as not to offend, and performance is limited to a 2.4-litre inline four-cylinder in base guise and 2.7-litre V6 in top trim levels, its value proposition will have to be very convincing indeed.

To its credit is the new Magentis' overall size, longer, wider and taller than the outgoing model. The wheelbase has been pushed out to 2,720 mm, which allows greater legroom front and rear, a larger trunk, and a smoother ride. Its 4,735 mm length, 1,805 mm width and 1,480 mm

A little checking will show that it's almost identical in size to its Korean segment rival, the recently revised Hyundai Sonata. (Photo: Hyundai Canada)

height, make it one of the largest in its segment. Yes, a little checking will show that it's almost identical in size to its Korean segment rival, the recently revised Hyundai Sonata, which measures in with a 2,730 mm wheelbase, plus a length of 4,800 mm, width of 1,832 mm, and height of 1,475 mm.

This "coincidence" is hardly news to those up on Kia. As you may remember from the previous 2005 Spectra, 2005 Sportage and 2006 Rio reviews, which share general architectures with the upcoming Hyundai Elantra, new Tucson and future Accent respectively, Kia was purchased by its larger competitor recently and is now undergoing a systematic metamorphosis, with the replacement of each new model, whether Kia or Hyundai, sharing as many common components as possible. And compared to some competitive automakers which try to take advantage of economies of scale by cloning a successful model, giving it a new grille treatment and selling it under another banner, Kia and Hyundai have done a pretty good job of separating their twins at birth.

Only the rear end design shows similarities with the new Hyundai Sonata, mostly in the taillights. (Photo: Kia Canada)

The new Magentis is no exception to this rule, sharing much with Hyundai's terrific new Sonata and looking fairly different in the process. Only the rear end design shows similarities, mostly in the taillights, but the changes are enough to give Kia's new sedan a unique fingerprint on the midsize segment.

Due to the new Kia's roots, it's safe to assume it will be a strong performer in a variety of ways. First of all, it should handle as well or better than most of its peers while delivering a compliant ride. Compared to its rivals, acceleration should be strong in base guise, but most likely biased more towards fuel economy rather than out-and-out speed.

Kia doesn't make mention of available transmissions, but expect a five-speed automatic with manual mode for top-line editions, plus a five-speed manual or four-speed auto for four-cylinder cars. I know, if any

One thing Kia didn't skimp on, however, is the Magentis' long list of active and passive safety features. (Photo: Kia Canada)

engine needed more gears to optimize lower output it would be base four-cylinder models, but that's not how the marketers think. They want a low entry-level price and reason for buyers to move up-market for a better equipped model. Fair point.

One thing Kia didn't skimp on, however, is the Magentis' long list of active and passive safety features. Safety sells big time in the new economy, with even the aforementioned muscle cars having to tout multiple airbags, safety cage construction methods and electronic stability control to woo customers. The same goes for the more mainstream models like Kia's new Magentis, which will include ABS, ESP stability control, rear parking sensors, front, side and curtain-type airbags, plus active (anti-whiplash) front seat head restraints, depending on which trim level is chosen.

While the new Magentis might not be bold enough to whip up a commotion among midsize sedan buyers the way Chrysler's 300 has, it

The new Magentis might not be bold enough to whip up a commotion among midsize sedan buyers, but it just might sneak in unawares and attract a large enough contingent of would-be buyers away from its more conservative competition to impact the segment's sales charts. (Photo: Kia Canada)

just might sneak in unawares and attract a large enough contingent of would-be buyers away from its more conservative competition to impact the segment's sales charts.

The company has opted for this subtle approach with each new model debut, and is growing at such an alarmingly fast rate that it would be foolish to question their methods.

"Through hard work and dedication, we have totally transformed our product range in recent years," commented Yong-Hwan Kim, Senior Executive Vice President and COO of Kia Motors Corporation. "Starting with the Sorento SUV, followed by the A-segment Picanto (not available in North America), the C-segment Cerato (sold as the Spectra in North America), the Sportage compact SUV and most recently the all new B-segment Rio, we have demonstrated Kia's determination to deliver a modern, highly competitive range of cars with immense customer appeal in Europe and throughout the globe."

And Kia has been winning accolades from owners and the automotive press with its newest offerings. The Sorento has won award after award

The new Magentis will be shown in the metal on September 13, at the Frankfurt International Motor Show. (Photo: Kia Canada)

in every market it sells in, while the Spectra has followed a similar pattern. Many, including myself, consider the Sportage, along with its Hyundai Tucson cousin, two of the best compact SUVs in the segment, so it would come as a major surprise if the Magentis wasn't equally good.

"With the Magentis launch, we will have competitive models in the A, B, C and D-segments as well as the MPV and SUV sectors, maintaining the momentum of our rapid growth and our ability to attract more and more new customers," added Kim. "With every new Kia model we have also demonstrated the growing 'Power to Surprise' of our developing global brand."

The new Magentis will be shown in the metal on September 13, at the Frankfurt International Motor Show.

Preliminary Specifications:

Price Range (estimated MSRP): $21,000 - $28,000
Body Type: 4-door sedan
Layout: front engine, FWD
Base Engine (estimated): 162-hp, 164 lb-ft of torque, 2.4L, 16-valve, DOHC I-4
Optional Engine (estimated): 172-hp, 181 lb-ft of torque, 2.7L, 24-valve, DOHC V6
Transmission (estimated): 5-spd manual (optional 4-spd auto with manual mode, 5-spd auto with manual mode)
Brakes (estimated front/rear): disc/drum (opt rear disc, ABS)
Curb Weight (estimated): 1,430 - 1,569 kg (3,153 - 3,459 lbs)
Seating Capacity: 5
Cargo Volume (estimated trunk): 462 L (16.3 cu ft)
Fuel Economy (estimated city/hwy): 9.6 / 6.3 L/100 km (base 4-cylinder)
Warranty (mo/km): 60/100,000 comprehensive
Direct Competitors: Buick Allure / Lucerne, Chevrolet Epica / Malibu / Impala, Chrysler Sebring / 300, Dodge Charger, Ford Taurus / Five Hundred, Honda Accord, Mazda6, Mitsubishi Galant, Nissan Altima / Maxima, Pontiac G6 / Bonneville, Subaru Legacy, Suzuki Verona, Toyota Camry / Avalon, Volkswagen Jetta / Passat
Web Site: www.kia.ca