Kia seeks J.D. Power title to prove quality gains Brand: Top ranking would boost image

摘要

Kia Motors Corp. knows perception can trump reality. Over the past decade, Kia has improved its vehicles by leaps and bounds, culminating last month in a No. 2 finish on J.D. Power and Associates' closely watched Initial Quality Study. Yet in the U.S., where Kia sold bargain-priced cars such as the Sephia and Spectra for much of its history, customers still hold the brand's quality in low regard.