I’m excited at what car Korea can come up with next.
I know it’s strange, but to be honest with you, I wasn’t always this way. In fact, I was the exact opposite.
When I was growing up, I had this notion in me that all good cars came from either Europe, America or Japan. When we needed a reliable family car, we usually turned to the usual suspects like the Toyota Corolla, the Honda Civic, the Mitsubishi Lancer or the Nissan Sentra. If we wanted big SUVs, we went to Ford or General Motors. When it came to supercars or even just bedroom poster fodder, Lamborghinis, Ferraris or Porsches were the most drooled after.
Korean cars back then were very low on the totem pole. Was it unfair to think that way? Not really. Korean cars were just mere econoboxes, nothing more. Inconsistent build quality and rumors of lousy reliability only fanned those flames, and they sold almost solely on the basis that they were cheap.
We have to admit that we are very prejudicial until now, especially when it comes to the cars we drive. We, as a market, is one that is very image conscious, and driving something like a Kia wasn’t exactly the kind of Pride we had in mind.
Then things started to really change.
Korean cars began to look better, were engineered better, were specced better and, best of all, they drove better.
Hyundai was really the pioneer amongst their brands… the first to step up to the challenge. Think about it. Locally, no introductions are needed at how the Starex changed the garages of all gated communities. It was really the only van that was able to challenge Toyota’s Hiace, and now, on its second generation, the Grand Starex continues to impress.
Not to be content to be a one hit wonder, the brand also came up with some excellent cars in other segments too. The 1st gen Tucson wasn’t outstanding, but the new Tucson ix35 is quite impressive. The Santa Fe was launched in the wake of Toyota’s widely popular Fortuner, but soon established itself as a force to be reckoned with. Then they came up with the i-cars like the i30 and the i10, the latter now a mainstay on Metro streets.
Kia also took their cue from big brother Hyundai and revitalized their line up too. A few years ago, they launched the Carnival, Sportage and Carens with plenty of fanfare and high expectations. All are pretty good choices in their market segments, but really it was in the past year that we were given a taste of Kia’s future. Want a funky car? Try the Soul. Want a truly stylish 7-seat SUV? Try the Sorento.
GM Daewoo was the late bloomer of the bunch, content in the past by producing Optras and Captivas for rebadging as exported Chevrolets. Of course, after Chapter 11, the company began to produce the Cruze, and I was quite impressed. It’s just what they needed, and displayed for everyone what they can truly produce if they stuck to high build quality tolerances. Try it. You’ll see what I mean.
The coup de grâce, however, has to be the Genesis and the Genesis Coupe. For the first time, a Korean manufacturer proved that they can build a car to take on the likes of sportscars like the 350Z or rally bred machines like the Evo and STI with the Genesis Coupe. Even it’s upmarket brother, the Genesis sedan, is also out to win, and has actually already garnered top marks and awards from the likes of Consumer Reports, JD Power, and was even named the 2009 North American Car of the Year. Believe it.
Some of us, however, are still not convinced that another Asian country other than Japan can produce a great car, especially when it comes to long term reliability or the question of resale value. Well if they’re unreliable, then the bean counters at Hyundai and Kia should have torn out all their hair by now with claims resulting from their 5 year warranties and as for resale value? Well, isn’t it foolish to think of something that depreciates as an investment?
Korean car companies have already shown us that they’re in it to win it. With more new, striking, high quality models on the way, they’re poised to go to the top… well, except for Ssangyong.
It’s understandable, given the doubts and bad experiences of past models, that many of us still have a lot of hang ups with Korean brands and their cars.
If you’re one of them, however, get over it… and fast.
You’re missing out.
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Vince Pornelos
Associate Editor
www.autoindustriya.com
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