Today, the Korean firm offers a comprehensive range of decent, if occasionally uninspiring, models that are class competitive. The latest is the long-awaited diesel version of the new Sportage.
Expected to account for more than half of all UK Sportage sales, the CRDi uses the same 2.0-litre common-rail unit as Hyundai's Tucson. At £17,195, the XS model we drove is priced in Land Rover Freelander territory - a bold move, as Kia has very little off-road heritage, and the badge lacks premium appeal.
But what you do get for your money is a well equipped car. Spend this kind of cash on a Freelander and you can forget this Sportage's standard leather trim, digital climate control, heated seats, electric sunroof and cruise control. Even the £15,695 base XE boasts air-con, a CD/MP3 player and six airbags.
Build quality is impressive, too, but on the road, the CRDi engine lacks the performance and refinement of rivals. Still, the ride quality is good for a small SUV, and overall, the newcomer acquits itself well. So is it a good buy?
There's no denying the Sportage is an anonymous offering in this image-led market. But if you're impressed by what's inside a package rather than the badge it wears, the Kia beats a similarly priced Freelander hand over fist...
How much will this Kia Sportage cost you to insure?
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