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Kia’s Optima and Soul Stand Out as Buyers Seek Smaller Rides

Sedan and Crossover Top Their Segments in J.D. Power’s 2012 APEAL Study

08/03/2012 (press release: CambridgePRGroup) // Elgin, Ill. // Rosen Kia of Elgin

A new J.D. Power and Associates report indicates that today’s car buyers want smaller vehicles that don’t sacrifice substance, and two Kia models, the Optima and the Soul, appear to be fitting that mold. The consumer-research firm’s 2012 Automotive Performance, Execution and Layout (APEAL) Study had the 2012 Kia Optima tied for the lead in the Midsize Car category, while the 2012 Kia Soul led the Compact Multi-Purpose Vehicle (MPV) segment.

Quantifying each vehicle’s ability to please its buyers, the 2012 APEAL Study measured gratification in the areas of design, content, layout and performance. More than 74,000 purchasers and lessees of 2012-model-year vehicles were surveyed for the study, with questions covering more than 80 vehicle attributes after 90 days of ownership.

“The Optima and Soul are not only smaller, fuel-efficient vehicles that don’t skimp on features and functionality, but they also offer attractive styling that is unlike anything else on the market,” said Scott Levy, general manager of Rosen Kia of Elgin, a Chicagoland Kia dealer. “That is a very appealing mix as drivers increasingly are deciding that buying a more compact model is a necessary move in order to save on gas.”

Twenty-seven percent of new-vehicle buyers in the 2012 APEAL study downsized when choosing their next model, while only 13 percent opted for a larger ride, with the remainder staying within the same segment. Mirroring that trend toward smaller vehicles, overall satisfaction with fuel economy showed the greatest year-over-year improvement of any category in the study. Additionally, 47 percent of buyers said that fuel economy was one of the most important factors in selecting a vehicle.

While the Kia Optima offers impressive gas mileage, including up to 40 mpg on the highway in the Optima Hybrid, a new range-topping trim arrived at dealerships last month packed with premium features. The 2013 Kia Optima SX Limited (SXL) treats its passengers to high-grade Nappa leather seats, wood grain accents and an electronic parking brake. Outside, the SXL trim of the Optima sports sleek styling augmented by 18-inch chrome wheels, red brake calipers and LED lighting.

Another practically sized Kia vehicle, the Forte compact sedan, is due for a styling update in the near future. Recently released renderings of the next-generation Kia Forte reveal a more aggressive stance, including flared fenders and a sloping design line that rises toward the rear of the vehicle. Like the current Optima, the Forte will receive Kia’s new tiger nose grille when it is unveiled sometime in the coming months.

“Kia has been seeing unprecedented growth because it continues to develop innovative vehicle designs that come at an affordable price,” added Levy. “The next-generation Forte will be yet another step in the evolution of the brand’s aggressive, modern styling, and the result will be another highly appealing compact option.”

About Rosen Kia of Elgin:

Having served local Illinois drivers for years, Rosen Kia of Elgin offers a wide selection of stylish, affordable Kia vehicles that are backed by the dealership’s expert sales and service teams. Whether Chicagoland Kia buyers prefer the award-winning Optima sedan or the versatile Sorento crossover SUV, customers at Rosen Kia of Elgin benefit from a friendly, no-hassle sales environment and prompt, thorough maintenance. Visit their Kia dealership in person at 845 East Chicago St. in Elgin, contact their team at 847-268-7574 or browse their entire inventory online at They can also be found on Facebook.

Social Media Tags:Kia Optima, Chicagoland Kia dealer, Rosen Kia of Elgin

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