#2018KiaRio

A few Beloit College professors have made plenty of hay over the years by publicizing their Mindset Lists — lists of the things each new class of incoming freshmen will not be able to relate to. For example, a new class in college right now doesn’t know a world with Tupac or JonBenet Ramsey.

Kids today, amirite?

I’m of a different mindset when it comes to car prices. As I turn forty later this year — meaning if I had any sort of game in high school, I could have been the daddy of one of those incoming freshmen — I can clearly recall a time when a new car could be had for around $4,000. Not a good car, mind you — that would have been closer to $10k in 1986 — but it gives me an appropriate reference point for a modern car.

Thus, I clench a bit when I see a sticker price over $20k for a subcompact hatchback, like the one on this 2018 Kia Rio EX. It takes a mental reset to realize I can’t buy basic transportation so cheap anymore. I have to consider exactly what it is I’m getting for the money, and at that point the numbers start to make sense.

During a year in which Kia is about to drop a BMW 3 Series-rivalling sports sedan with a price tag that rises above $50,000, it’s not hard to see why the arrival of a new Kia subcompact hatchback goes relatively unnoticed.

It’s not hard to see why the arrival of any subcompact goes unnoticed. In the United States, subcompact car sales are a pittance, forming just 2 percent of the market after losing one-fifth of their collective volume so far this year. Kia’s entry, meanwhile, fills only a narrow gap in America’s subcompact niche, suffering from a 51-percent year-over-year sales drop to only 11,952 sales in 2017’s first nine months, equal to just 4 percent of the subcompact market.

This is nothing new. U.S. interest in the Kia Rio, valued at over 50,000 annual sales way back in 2002, perked up with the dawn of the outgoing third-generation model half a decade ago but quickly diminished. Kia USA averaged fewer than 30,000 annual Rio sales over the last three years.

But you can forget the Stinger for a moment, you can set aside the K900, ignore the Cadenza, and temporarily dismiss the Sorento SX Limited. This is the 2018 Kia Rio. Kia won’t even let you spend more than $20,000 on this subcompact hatch.