If you ran an auto company and decided you were going to overhaul your brand’s entire image, going about it like Kia wouldn’t be a bad idea.

While hammering down strong reliability ratings and improving your SUV lineup, you’d drop a respected luxury model (K900) and a halo performance car (Stinger). All the while, you’d keep improving until consumers associated your brand more with Optima, Sorento, and Sedona rather than the Rio at the rental counter.
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