Kia America
Kia America is the U.S. sales, marketing and distribution arm of South Korean automaker Kia Corporation, selling a full line of cars, SUVs and electric vehicles across the United States.
Last updated October 28, 2026
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Overview
Kia America is the United States sales, marketing and distribution subsidiary of Kia Corporation, the South Korean automaker headquartered in Seoul and part of the Hyundai Motor Group. Operating from its national headquarters in Irvine, California, Kia America is responsible for importing, marketing and selling Kia vehicles through a nationwide network of franchised dealers, and for building the brand's U.S. identity through advertising, motorsport and sponsorship programs. The brand entered the U.S. market in the early 1990s, when Kia began exporting to America and established a local distribution organization. Early years were defined by budget-priced small cars such as the Sephia and Sportage, which built volume but also a reputation for basic, economy transportation. That perception changed decisively in the 2010s as Kia invested in design leadership — most visibly through the hiring of designer Peter Schreyer and the adoption of the 'tiger nose' grille — and expanded into larger, more premium segments with models like the Optima midsize sedan, Sorento and Telluride SUVs, and the Stinger sport sedan. Today Kia America markets a broad lineup spanning compact and midsize sedans (K4, K5), a growing family of SUVs and crossovers (Seltos, Sportage, Sorento, Telluride, EV9), minivans (Carnival), and an expanding range of electric vehicles built on the Hyundai Motor Group's E-GMP platform, including the EV6 and EV9. The brand has positioned itself as a design- and technology-forward alternative to mainstream Japanese and American competitors, with long warranties, strong value and increasingly upscale features. Kia America's operations are closely tied to Kia's global manufacturing footprint, including the U.S. plant in West Point, Georgia (Kia Georgia), which assembles models such as the Telluride and Sportage for the North American market. The subsidiary also manages major U.S. marketing campaigns, sports sponsorships and the brand's motorsport activities. As part of Hyundai Motor Group, Kia America benefits from shared platforms, electrification technology and purchasing scale while maintaining a distinct brand identity in the American market.
History
Kia America traces its origins to Kia Motors' entry into the United States market in the early 1990s. Kia Corporation, founded in South Korea in 1944 as a manufacturer of bicycle parts and later motorcycles and trucks, began exporting passenger cars to America and established a U.S. distribution subsidiary — originally Kia Motors America — to manage sales, marketing and dealer development. The first U.S.-market models in the early 1990s included the Sephia compact sedan and the Sportage compact SUV, which competed primarily on low price. Through the late 1990s and 2000s, Kia America expanded its dealer network and model range, adding the Rio subcompact, Spectra compact, Optima midsize sedan, Sedona minivan and Sorento midsize SUV. The brand's early reputation for basic economy cars began to shift as quality improved and Kia, together with its parent Hyundai Motor Group, invested in design and engineering. A pivotal moment came with the appointment of Peter Schreyer, formerly of Audi, as chief design officer, and the introduction of the signature 'tiger nose' grille across the lineup. The 2010s marked Kia America's move upmarket. The Optima (later K5) became a design-forward midsize sedan, the Sorento and Sportage grew in size and refinement, and the launch of the large Telluride SUV in 2019 gave the brand a highly acclaimed, award-winning three-row family vehicle that significantly raised its average transaction prices and brand perception in the U.S. The Stinger sport sedan, introduced around 2017, further signaled performance ambitions. Kia America also benefited from U.S. manufacturing: Kia Georgia in West Point, Georgia, began production in 2009 and has assembled models including the Sorento, Optima/K5, Telluride and Sportage for the North American market, helping the brand avoid some import constraints and respond to local demand. In the 2020s, Kia America has focused on electrification. Using the Hyundai Motor Group's E-GMP dedicated EV platform, Kia launched the EV6 crossover and the three-row EV9 SUV in the U.S., alongside hybrid and plug-in hybrid versions of core models. The brand has pursued aggressive marketing, including Super Bowl advertising, sports sponsorships and motorsport programs, to build awareness for its electric and performance offerings. As a subsidiary of Kia Corporation within Hyundai Motor Group, Kia America continues to operate as the brand's primary U.S. sales and marketing organization.
- 2023
Kia EV9 three-row electric SUV introduced, expanding Kia America's EV lineup.
- 2021
Kia EV6 electric crossover unveiled, marking the brand's dedicated EV era in the U.S.
- 2019
Kia Telluride large SUV launched in the U.S., winning major industry awards and lifting brand perception.
- 2009
Kia Georgia plant in West Point, Georgia, begins production for the North American market.
- 1995
Kia Motors America formally incorporated as the U.S. sales and marketing subsidiary.
- 1992
Kia begins selling passenger cars in the United States and establishes a U.S. distribution organization.
- 1944
Kia Corporation founded in South Korea, eventually becoming the parent of Kia America.
Products and positioning
Mainstream-to-premium value brand with design-led styling, long warranties and a rapidly expanding electric vehicle lineup.
Kia Telluride
Three-row large SUV, a flagship for Kia America and a multiple award winner.
Kia EV9
Three-row electric SUV built on the E-GMP platform.
Kia EV6
Electric crossover and the brand's first dedicated EV in the U.S.
Kia Sportage
Compact SUV, one of Kia's longest-running and highest-volume U.S. models.
Kia Sorento
Midsize SUV available with gasoline, hybrid and plug-in hybrid powertrains.
Kia K5
Midsize sedan, successor to the Optima.
Kia Carnival
Multi-purpose vehicle (minivan) replacing the Sedona.
Controversies
2020
Kia recalls vehicles over ABS module short-circuit risk
Kia Motors America recalled certain 2006–2010 Sedona and 2007–2009 Sorento vehicles because moisture may enter the ABS module and cause an electrical short that may lead to an engine-compartment fire. The recall affected 228,829 vehicles. Kia said it would notify owners, and dealers would install a relay free of charge.
2020
Kia America recalls 294,756 vehicles over possible engine-compartment fires
Kia Motors America issued a recall covering 294,756 vehicles from the 2011–2015 model years because an engine-compartment fire can occur while driving. According to the announcement, Kia said it would notify owners and arrange inspections and necessary repairs, and was developing a software update. The recall was reported on December 14, 2020.
Recent events
- Unconfirmed
Kia America posts best September and best quarterly sales totals in company history[5]
Reported:
Kia America announced that it posted its best September and its best quarterly sales totals in company history, according to a PR Newswire release.
Kia Telluride named 2022 Edmunds Top Rated SUV[6]
Reported:
The Kia Telluride was named Edmunds Top Rated SUV in the 2022 Edmunds Top Rated Awards, marking its third consecutive year receiving the award.
Kia America appoints Eric Watson as vice president of sales operations[7]
Reported:
Kia America announced the immediate appointment of Eric Watson as vice president, sales operations. Watson will oversee Kia's regional and corporate sales operations in the United States.
Kia Forte and Soul win Vincentric fleet value awards[8]
Kia Motors America said the Forte GT-Line and Soul LX won their respective categories in the Vincentric 2021 Best Fleet Value in America Awards.
Kia recalls 294,756 vehicles over possible engine-compartment fires[4]
Reported:
Kia Motors America is recalling certain 2011–2015 model-year vehicles because an engine-compartment fire can occur while driving. The recall covers 294,756 vehicles. Kia said it would notify owners and arrange inspections and necessary repairs, and was developing a software update.
Electrify America and Kia introduce Kia Select charging pricing[9]
Reported:
Electrify America and Kia Motors America announced the Kia Select program for Kia Niro EV drivers in the United States. It offers a flat rate of 35 cents per minute, waives session fees, and has no subscription fee; the program is scheduled to remain in effect through December 31, 2020.
Kia recalls vehicles over ABS module short-circuit risk[3]
Reported:
Kia Motors America is recalling certain 2006–2010 Sedona and 2007–2009 Sorento vehicles because moisture may enter the ABS module and cause an electrical short that may lead to an engine-compartment fire. The recall affects 228,829 vehicles; Kia said it would notify owners and dealers would install a relay free of charge.
Sources9 sources
- 1Kia America official websitekia.com
- 2Kia Corporation official websitekia.com
- 3Kia recalls vehicles over ABS module short-circuit riskclarksvilleonline.com
- 4Kia America recalls 294,756 vehicles over possible engine-compartment firesclarksvilleonline.com
- 5起亚美国公布公司史上最佳9月及最佳季度销量news.google.com
- 6起亚Telluride获评2022年Edmunds顶级SUVprnewswire.com
- 7Kia America 任命 Eric Watson 为销售运营副总裁prnewswire.com
- 8起亚 Forte 和 Soul 获 Vincentric 车队价值奖theautochannel.com
- 9Electrify America与Kia推出Kia Select充电定价方案insideevs.com
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