FAST FACTS
* Model: 2018 Kia Rio EX 5-door* Exterior color: Urban Gray* Interior color: Black* Engine: 1.6-liter, four-cylinder* Horsepower: 130* Transmission: six-speed automatic* Fuel economy: 37 mpg highway, 28 mpg city* Local Dealer: Kia of Chattanooga, Kia of Cleveland* Price (as tested): $20,225
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All entry-level autos have essentially the same problem: Creating a compelling value for buyers who are also willing to shop late-model used cars.
The Kia Rio 5-door (hatchback) is a good case in point. In top-of-the-line, EX trim - like our Urban Gray tester provided by Kia - the excellent new Rio 5-door has an MSRP of $20,225. That's about the same price as a two- or three-year-old Volkswagen GTI, which is generally acknowledged as one of the finest hatchbacks in the world.
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Assuming some buyer sophistication, the Kia faces difficult head-winds. Combine that with American-buyers' traditional preference for sedans over hatchbacks - even Kia expects 70 percent of Rio buyers to pick the sedan - and it gets even dicier.
Still, with a fresh redesign that includes higher-tech features, new styling and a nicely upgraded driving experience, we'd say the little Kia is up to the challenge.
Rios are available locally at Kia of Chattanooga and Kia of Cleveland. Earlier this week, Kia of Cleveland had one Rio 5-door EX in its digital inventory.
WHAT IS IT? A five-door subcompact with seating for five and the versatility of a hatch in the back. The Kia 5-door has been redesigned for 2018. Improvements include a more athletic stance, a longer wheelbase and a "simple and strong" European-inspired design.
POWER TRAIN SPECS: The Kia Rio 5-door, like all Rios, is powered by a 1.6-liter four-cylinder engine paired with a six-speed automatic transmission. The engine makes 130 horsepower while helping the Rio to a 37 mpg highway rating and 28 mpg city rating.
WHAT DOES IT COST? In base LX trim the Kio Rio starts at $14,200. But, in this case, base means base. Consider the LX if you can live with mechanical, roll-up windows. Moving up to the mid-tier "S" trim will yield a sticker price of $16,400 and the EX trim starts at $18,700. Our tester rings up at $20,225, including leather seating ($500), carpeted floor mats ($130) and freight fee ($895).
STYLING HIGHLIGHTS: In our view, it's no coincidence that the new Kia Rio hatch has strong, simple lines that Kia hopes will come across as "sporty and cool." That's the hatch formula popularized by VW in it's popular Golf lines. The Rio hatch incorporates Kia's attractive Tiger Nose grille design which flows nicely into multifaceted halogen headlights. Inside, the design is sleek and modern with a floating, seven-inch touch screen that channels the brand's UVO3 telematics system, featuring Apple CarPlay and Android Auto.
WORTHWHILE OPTIONS: Opting for the EX trim means layering on a gloss-black and chrome grille, 15-inch alloy wheels and a seven-inch touch screen. Parents of driving age children will appreciate the My CarZone feature which allows the car to tattle if a teen driver exceeds speed limits, blows curfew or ventures outside of preset geographic boundaries.
WE COULD DO WITHOUT: The black leather interior on our tester really heated up on 90-degree days.
BOTTOM LINE: The Kia Rio 5-Door EX offers a premium driving experience and a host of upgrades in safety and infotainment technology. Meanwhile, Rio hatches in EX trim, like our tester, appear to be in short supply.
Contact Mark Kennedy at mkennedy@timesfreepress.com or 423-757-6645. Follow him on Twitter @TFPCOLUMNIST. Subscribe to his Facebook updates at www.facebook.com/mkennedycolumnist.