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| Kia is working hard to improve its overall quality, and are hopeful to near the mid twenties mark on J.D. Power's IQS ratings. (Photo: Trevor Hofmann, Canadian Auto Press) |
The news of the Sorento's high TQI runs contrary to J.D. Power's recent IQS (Initial Quality Study) rating for the entire brand, though, placing Kia third from last place at 34th among 36 automakers, with only Land Rover and HUMMER brands faring poorer. Korean rival and part owner Hyundai placed 11 positions higher up the list while Toyota was the highest rated entry-level brand, 9 spots behind its own top rated Lexus brand.
The Sorento, Kia's newest product, shows the Korean manufacturer is working hard to improve its overall quality. By default it will move up one place next year when Oldsmobile goes out of production, but industry analysts expect a greater improvement than that, stating that the brand should inch closer to Hyundai's 23rd position.