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Kia Tops Mainstream Brands In Strategic Vision's Total Quality Index Study

kia soul
2014 Kia Soul


Kia Soul and Optima Score Highest in Their Segments and Enhance Overall Brand Strength

- Soul wins small multi-function segment for second consecutive year

- Customers value safety, functionality and styling of Kia's model line

IRVINE, CA -- July 2, 2014: Kia Motors America's (KMA) two most popular vehicles, the 2014 Optima and 2014 Soul, were ranked at the top of their respective segments in Strategic Vision's Total Quality Index Study. Kia's youthful, stylish and well-built vehicles earned the brand the highest Total Quality score of all mainstream brands in this year's annual study. The Soul captured the best score in the small multi-function car segment for the second year in a row. Analysts at Strategic Vision look for brands and products that are innovative, bold and smart. Customers' perceptions of quality also play a major role in overall scores for brands and vehicles.

"Kia has always embraced its challenger spirit with products that disrupt their segment by offering head-turning design elements, premium features and cutting-edge technology, all at an outstanding value," said Michael Sprague, executive vice president of sales and marketing, KMA. "The results of Strategic Vision's Total Quality Index Study are tangible evidence of the progress Kia has made through our long-term strategy to strengthen the brand, concentrate on quality and elevate the ownership experience for Kia buyers."

Strategic Vision surveyed more than 38,000 new car owners to select the winners of this year's Total Quality awards. The Total Quality Index measures reliability, vehicle problems, driving excitement and other emotional measures involved in the ownership experience.

"Strategic Vision analyzes both the holistic and the tangible aspects of what influences quality," said Christopher Chaney, senior vice president of Strategic Vision. "Kia has both one of the lowest percentages of owners reporting problems and very strong ratings in exterior workmanship, interior styling and thoughtfulness with one of the highest customer safety scores."