National Press Release

Urban Passenger Vehicle Highly Regarded in 2009 Spring Challenge Writer's Choice Awards

- All-new Kia honored by Texas-based automotive media association

- Soul named to annual awards list chosen specifically by journalists

IRVINE, Calif., May 4 /PRNewswire/ -- Kia Motors America, Inc. (KMA) today announced the 2010 Kia Soul urban passenger vehicle has been named "Best Value" in the Writer's Choice Awards for the 2009 Texas Auto Writers Association (TAWA) Spring Challenge. One of only seven vehicles honored in this year's list, Soul was ultimately chosen for its smart combination of attractive pricing, long list of accessories and standard safety features.

"Soul is just one of many all-new vehicles Kia will be launching throughout the next year with a heavy focus on design and value," said Michael Sprague, vice president of marketing, KMA. "We recognize the high-level of competition during these events and are pleased that members of TAWA appreciate Soul's value, standard features and available accessories."

Also a recipient of the "Grooviest Interior" award from Ward's AutoWorld, Soul is available in four trims, Soul, Soul+, Soul! (exclaim) and Soul sport. Pricing for the versatile five door begins at $13,300(1) for the base trim, while Soul+ starts at $14,950 and tops out at $17,100 when all options are included. Moving up to the Soul! offers a price beginning at $16,950 and peaks at $17,900 with all available options included and the Soul sport, designed for those with active lifestyles, starts at $16,950 and tops out at $18,600 with all available options included.

Soul stands out from the crowd with modern, unique styling aimed toward the young and young-at-heart and offers a unique combination of style, value and personalization options. An available Audio Upgrade Package includes speaker lights that can pulse to the beat of the music or add mood lighting to the interior cabin, enhancing the overall personal lounge feeling. The Soul+ offers funky black cloth seats with "glowing" Soul logo inserts while the Soul! trim comes with a distinctive sand-black interior with houndstooth-patterned inserts, and the Soul sport presents a bold red-black interior trim with red-trimmed cloth seats and metal-finish interior accents.

The TAWA Spring Challenge is held the last Monday of every April at the Texas Motor Speedway in Fort Worth, Texas. Members of the Texas-based media association have the opportunity to test drive sports cars, sedans, crossovers, roadsters, coupes, and vans in a controlled environment and evaluate each vehicle against others entered in the competition.

Kia Motors Product Line

Kia Motors America offers a dynamic and diverse product line of 12 vehicles to meet the needs of all lifestyles. The vehicle line features the functional Rondo CUV and award-winning Sedona minivan along with a wide variety of popular passenger cars, including the refined Amanti full-size sedan, purposeful Optima midsize sedan, versatile and compact Spectra and Spectra5, and sporty yet fuel-efficient Rio and Rio5 subcompacts. The vehicle line also features the affordably luxurious Borrego, rugged Sorento and value-packed Sportage SUVs. The 2010 Soul further complements the lineup as it arrives in dealerships, as will the 2010 Forte sedan and Forte Koup.

About Kia Motors America

Kia Motors America (KMA) is the marketing and distribution arm of Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 625 dealers throughout the United States. For 2008, KMA recorded its 14th consecutive year of increased U.S. market share. Kia Motors subscribes to a philosophy of building high value, high quality, safe and dynamic vehicles. Kia Motors prides itself on producing vehicles that are exciting and enabling and evoke the Kia tagline "The Power to Surprise."

Kia Motors America is the "Official Automotive Partner of the NBA." Information about Kia Motors America and its full vehicle line-up is available at its Web site - www.kia.com. For media information, including photography, visit www.kiamedia.com.

(1) Starting at MSRPs excludes freight, title, taxes, license, options and dealer charges. Actual prices set by dealer.

SOURCE Kia Motors America