In case you didn’t know it, Kia’s on a roll. Sales have more than doubled since 2009, propelling Kia from a Mazda-sized player in the American market to one that outsold established brands like Subaru, GMC, Chrysler and Volkswagen.
Kia’s transformation may seem like a night-and-day makeover, but closer inspection reveals that it’s really the result of consistent incremental improvements to its products, frequent designs and refreshes, and astute pricing.
You can think of the Sportage as the final piece of Kia’s evolving puzzle. Sales may be on a roll for the Korean automaker, but the Sportage has never sold in large numbers. It finished 14th in a segment of 17 models last year. (The Sportage beat the Volkswagen Tiguan, Mitsubishi Outlander, and Chevrolet Captiva Sport). It could be that the Kia Sorento did a better job of nipping at the heels of mid-trim Toyota RAV4 and Honda CR-V models. For 2017, Kia gives us a new Sportage targeted more at Mazda and Ford than Toyota.