Over the past few years, Korean automaker Kia has been on a mission to change public perception of its brand. No longer is it the quirky Korean brand that’s attached to the hip with Hyundai. Granted, it is still attached to Hyundai and you can trace nearly every Kia model back to Hyundai roots; it simply has a little more design freedom these days.
Now, it’s ready to take on the big boys. To its credit, it’s doing so with a full armada of new vehicle offerings that’ll cater to a wide range of consumer palettes.
One such model that Kia has high hopes for is the 2013 Rio Sedan . First introduced in 2000, the Rio has since spawned three generations, a remarkable achievement in itself considering that despite being a relative neophyte in its segment, it has managed to hold its own against the Corollas and Civics of the world.
Make no mistakes, though; the Rio still has its work cut out for it, given the tradition and popularity of its Japanese competitors.
Yet that has been a challenge that Kia has fully embraced, if only for the rather simple reason that if you’re going to make a name for yourself in the industry, you’re going to need to target the heavyweights and give them some reason to look in their rear-view mirrors.
The Rio definitely has the tools to take the battle to its rivals. The question is does it have the tools to attract the most important group of people: buyers.
Click past the jump to read about the 2013 Kia Rio Sedan