Kia Motors America is based in Irvine, California, and is dedicated to the strategies of its parent company, Kia Motors Corporation of Seoul, South Korea. The guiding principles are easily stated: "provide high-quality, high-value vehicles at prices well below the competition and back them up with a 10 Year/100,000 Mile Warranty Program and a customer-first policy."

Safety first, from concept to crash test. Kia Motors is determined that every one of its vehicles should be as safe as possible, and this goal is ensured by a rigorous system of collision tests and simulations. Right up until the finished vehicle reaches the customer, Kia maintains a thorough customer-oriented quality control system, precisely assessing the customers' needs and demands to enhance the production process.