2004 Kia Amanti Review

SAN DIEGO -- No journalist here won the bet that the new Amanti sedan would be recognized as a Kia by passersby. All guessed that it was a fairly upscale car from an established European automaker.

That reaction to the Amanti at a media preview of the car here wasn't surprising, because South Korea's Kia is mostly known for small economy autos, although it also sells a sport-utility vehicle and minivan.

No journalist would have made such a bet about the Amanti's producer in the Chicago area because Kia only began selling cars there a few years ago. It started on the West Coast in 1994 -- and then made its way in a horseshoe pattern around the country -- finally jutting from the upper East Coast to the Midwest, which traditionally is American-car territory.

"Our image is kind of fuzzy. Ford has been around for 100 years, but we've been in America only about 10 years,'' Kia Motors America marketing chief Wally Anderson said at the preview.

Still, Kia is hot -- thanks partly to the fact that it sells well-equipped low-priced entry-level cars backed by one of the best warranties in the industry. It includes 100,000-mile powertrain coverage.

Earlier this year, Kia sold its one-millionth vehicle in America and has enjoyed a succession of record-breaking annual sales. Despite a strike against it in South Korea late this year, Kia sales for the first 10 months totaled 202,733 vehicles. It expects to end the year with sales of approximately 245,000 vehicles.

The $24,995 Amanti is very well equipped, with even dual power front seats and a dual-zone, fully automatic climate control system. Options include a $1,850 Leather Package, which contains such items as leather upholstery and an Infinity AM/FM/cassette/6-disc CD audio system. A $900 Leather and Convenience Package, which requires the Leather Package, has a sunroof and heated front seats.

The Amanti won't significantly contribute to sales this year because it's only been in dealerships for a few weeks. But Kia expects the car, which has a $23,000 dealer cost, to lift its image and buyer demographics, besides increasing overall Kia sales.

"The Amanti expands Kia's market to an all-new buyer for us -- the large-car buyer. But there's no way we'll sell the Amanti to older conservative Downstate Illinois residents who will stick with cars such as Buicks and Fords,'' said Kia Motors America President and Chief Executive Officer Peter Butterfield in an interview at the preview.

"Those residents aren't the type of folks who buy foreign cars, let alone South Korean autos,'' Butterfield remarked. "But the name 'Kia' works to our advantage because it doesn't sound "South Korean'' -- as does the Hyundai name. A Korean-sounding name can be a handicap to an automaker.''

Hyundai, which has been offering cars in America since 1986, sold 337,862 vehicles in America through October. It controls Kia and offers the same long warranty -- although Hyundai and Kia are rivals in this country.

The front-drive Amanti actually is based on Hyundai's rival flagship XG350 sedan. For instance, the Amanti shares the XG350 platform and has a 200-horsepower version of the XG350's 3.5-liter, 194-horsepower V-6 engine.

The Amanti provides lively acceleration at lower speeds, although lots of engine revs are needed for the best acceleration. The 65-75 mph passing time is average -- partly because the car is rather heavy at 4,021 pounds. However, engine revs are fairly low during 65 mph cruising, and the responsive five-speed automatic transmission shifts smoothly.

Fuel economy is an estimated, rather low 17 mpg in the city, but the highway rating is 25 mpg. You can use 87-octane gasoline, but that drops the horsepower number to 195.

The Amanti is four inches longer and several inches higher than the XG350, which has a slightly shorter wheelbase. The Amanti's looks more distinctive than the XG350, thanks partly to its massive "European-influenced'' grille. The new Kia generally looks good, but has a cluttered-looking rear end, partly because of excessive bright metal.

Kia calls the Amanti a full-size car, but it's dimensions mostly put it in the ultracompetitive mid-size sedan class, where the high-volume Toyota Camry and Honda Accord reside.

Evanston native Butterfield said the Amanti promises to attract people in their mid-40s to late 50s who want a roomy, stylish, well-equipped sedan that is competitively priced. Others might be younger families who want a roomy foreign sedan. Kia hopes some owners of smaller Kia autos eventually will move up to the Amanti, although its resale value probably will remain a question mark for several years.

A Ford and Volvo veteran, Butterfield, 50, naturally welcomes all Amanti buyers. He's the first American to hold a top spot at Kia. He spent most of his career in the auto industry dealing with parts, sales and service and is working on a five-year plan to make Kia more widely known and successful in America.

"The Chicago area isn't one of our hot markets partly because we have too many dealers there who also sell established brands in the same showroom with our cars,'' Butterfield said. "Such dealers tend to neglect Kias. We're working hard to establish exclusive Kia dealers throughout the country. We're giving dealers $300 per each Kia vehicle sold for the next three years as an incentive for them to build a separate Kia sales and service facility.''

This reporter drove the Amanti several hundred miles over winding roads and on freeways near San Diego. The car is no sports sedan, but handles decently. The power steering feels rather artificial, but is quick enough. The nicely controlled ride is comfortable over smooth San Diego area roads, and the way the car reacted to speed bumps indicates that it should do well on poorer Chicago area roads. The touchy brake pedal takes getting used to. Stopping distances are OK with the standard anti-lock brakes.

Driver control is enhanced by a $550 option package that contains anti-skid and traction control systems and a brake-assist feature.

Large outside door handles make it easy to enter the nice-looking interior, which has comfortable seats and plenty of room for four tall adults. The cockpit is quiet, except for some tire noise. Gauges can be quickly read and controls are easily reached. All doors have storage pockets and cupholders are decent.

The large trunk has a low, wide opening, but seatbacks don't flip forward to enlarge the cargo area because Kia thought such seatbacks would hurt the solid-feeling car's torsional stiffness. Safety items include eight air bags, including full-length side curtain air bags.

Kia calls the Amanti a "breakthrough model'' in terms of styling and positioning in the market. For the most part, it drives like a comfortable, roomy, conservative American sedan.

2004 KIA AMANTI
Price
$24,995

Likes
Well equipped. Roomy. Decent handling. Nice ride. Upscale look.

Dislikes
Touchy brake pedal. Average highway acceleration. Low city fuel economy. Cluttered rear styling.