A survey of more than 31,000 new car buyers in the USA has rated the Kia Sorento joint first in the medium-size SUV sector for owner satisfaction. In Europe, the Sorento is also enjoying great success alongside Rio, Sedona and Carens. Sales for the first five months are running 51 per cent up on 2002, making Kia the fastest growing brand in the region.
The ‘2003 Total Quality Index’ is the result of a survey which contacted new car buyers 90 days after their purchase. The survey, by Strategic Vision, asked them to rate the reality of ownership against the expectations, emotions and vehicle attributes anticipated prior to purchase.
A newcomer to the USA market last autumn, 2003 was the first year that four-wheel drive Sorento was eligible for this award, so it’s a winner on its debut.
Kia Motors COO, Yong-Hwan Kim, comments, "The Strategic Vision Award is not only an excellent result for Sorento, it also adds to Kia’s growing reputation as a manufacturer of great cars at prices that people can afford."
The Sorento is Kia’s world-wide top-seller, with more than 53,300 sold in the first four months of 2003. The Sorento’s up-market styling, comprehensive list of standard comfort and technical features, and driving abilities both on and off road, are making it a hugely attractive purchase.
"The Sorento is a brand-leader for us," comments Mr Kim. "It is the first product in the sophisticated line-up of exciting new and improved cars that Kia will introduce over the next three years. The Sorento has made a big impact with the motoring public and has put Kia on a lot more consumers’ shopping lists. The Strategic Vision Award is the validation of the efforts of everyone at Kia who worked so had to make the Sorento one of the most competitive vehicles in the medium sized 4x4 SUV sector."
The award is the latest in a string of accolades for the hugely popular Sorento. These include, in the UK, Diesel Car magazine’s ‘Diesel Car of the Year 2003’ – and in the USA, the North-West Automotive Writers Association’s ‘Best Value SUV’ and the AutoPacific ‘Best SUV’ in its 2003 vehicle satisfaction survey.
USA-based Strategic Vision was founded in 1986 and has calculated and publicised the ‘Total Quality Index’ for vehicles since 1995. The TQI best medium-size SUV joint winner for 2003, is Toyota’s 4-Runner.
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